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Using social networking sites to promote your business or engage your customers provides you with a unique and engaged audience. While using social networking has some pitfalls, the services can bring your business new customers, potential employees, and valuable information. Social networks provide you with a quick and direct way to reach potential and current customers, allowing your business to be nimble and responsive.
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Personal Connection
People use Facebook to connect with family, friends, hobbies, and careers. If you or your business is "friended" or "liked" by someone, the person may have more than a passing interest in your product or service. As long as you are careful not offend anyone, you can communicate through social networking sites in tones that are both more friendly and more targeted and specific than other forms of communication with customers.
Feedback
Social networking is interactive. You can get casual feedback from current and potential customers simply by posting or tweeting questions, or you can get more formal responses by posting surveys. Not only does this provide you with valuable information, it involves people with your business in a way that simple ads or direct marketing can't. Even when the feedback isn't positive, it can help you identify and repair problems.
Customer Network
Social networking makes it easy for customers to share interests and recommendations with their friends. Facebook users' activities are visible to their friends, so many people may see what they have commented on or "liked." Pinterest users can share images of your products with their followers, and Twitter users can easily re-tweet announcements or messages you send out. You can encourage re-tweeting on Twitter and liking on Facebook by entering participants in drawings. A simple post can spread rapidly to hundreds or even thousands of potential customers.
Cost
Creating a Facebook or Twitter account and posting to it regularly costs only the time you spend away from other business activities. While many businesses find it useful to hire marketing specialists or consultants with experience in social networking to manage their online presence for them, the costs associated with social network-based marketing are still markedly lower than other types of marketing.
Hiring
Besides marketing and promoting your product, social networks can help you find new employees. Facebook and professional networks such as LinkedIn let you announce when you are hiring and identify potential candidates. Although still controversial, it has become a common practice among human resources professionals to check out potential employees' Facebook activities. Doing so can point out potential problem employees, but it also helps organizations find people who fit with their company culture.
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