THE PRACTITIONER

The June 11 feature in Manufacturing Business Technology’s Mid-Day Report newsletter, “Suddenly, the Business World is All A Twitter”, raised the question about the business world’s use of Twitter and other social networking technologies. Sidney Hill speculates if many companies understand what these even are.

Your customers are writing blogs, networking on LinkedIn, “tweeting” on Twitter, and commenting in forums and discussion groups. They are also talking about your company, rating your products and services, and influencing the reputation that you have worked hard to maintain. So, where does your company fit into the social media phenomenon?

The balance of power has shifted to the customer. More than ever, your customers are looking to their peers for recommendations when making decisions. Concurrently, companies no longer have control of their own brand reputation. Customers gather and connect online to obtain the information they want from each other. It is no longer a question of whether or not to join the social media movement. It’s about choosing the best strategy for combining social media with more traditional communications tactics to strengthen your company’s brand.

To develop and execute a successful plan, manufacturers first need to understand there are different communities for different goals – customer service, new product announcements, listening/gathering, market feedback, competitive intelligence monitoring, building site traffic, SEO, education, targeting potential customers, and so on. The keys to a targeted approach are knowing why you are doing it, ensuring you have the right metrics in place, and having the resources to handle it.

Below are five essential steps for manufacturers seeking to implement a successful social media strategy:

• Listen. People trust and depend on their peers more than ever. The comments, activities and conversations that are happening online can be valuable and influential. The good news is that social media tools provide a direct line to your customers. The other news? Enthusiasts, critics and influencers are already talking candidly about your brand or rating your products and services online. It is best to accept the bad with the good and use negative comments to turn a discussion around. But be careful. You want to provide value to the conversation that facilitates sales but does not sell directly. The key is to engage customers. Become a valuable part of the conversation. Talk about industry news and current events, not just about your new product. You may find that your brand already has strong advocates – connect with them. Build deeper relationships with your customers and your community to increase the credibility of your brand.

• Be Transparent. Social media promotes unique authenticity. People join groups focused on similar interests to share ideas and opinions, and to write honest reviews for products and services. Customers want to hear from CEOs and regular employees at manufacturers who have a unique point-of-view, not from the “brand” itself.  They want to talk about the good, bad and ugly things that go on behind the scenes. Think about it: Behind every blog, Twitter account or LinkedIn profile is a human being.  When institutions join the social media conversation as a “brand,” they fail to gain any level of trust. As the leader of a brand, you must implore your social media team to engage, respond to and steer conversation about your brand  – all while allowing for individual personalities. People trust people – Come out from behind your brand to engage with your customers.

• Dedicate to Relate. Social media may have started with a few college students, but its widespread influence today is not to be taken lightly. The influence that your company can have using social media tools should be given as much dedication and as many resources as any company priority. Your company’s reputation is on the line, so why wouldn’t you prioritize your strategy for social media? Not only do companies need to dedicate time, talent and funds to get started, they must align those resources and plan a unified approach. Before jumping into the ocean of social media, be sure you know your audience. Who are your customers? Have you researched their online participation? Are they more likely to read a blog or upload a video? Once this research is complete and your company kicks off its perfect social media program, give it time. Building relationships offline doesn’t happen overnight, so you shouldn’t expect that online either.

• Be Flexible. Social media is hard to define. It’s a moving target. No plan or strategy can guarantee your success in the world of social media. To be successful, don’t just dive head-first into tactics. Develop a plan, then obtain executive buy-in, because you will need more advocates for social media than for any other segment of your business. Establish measurements up front and share metrics with the entire organization to assess your program’s success, evaluate its business value and make adjustments accordingly. Ensure that you have the best communicators on your team to keep both your employees and your customers abreast of the latest social media developments. The rules and patterns of social media are ever changing, so manufacturers that have long been conservative in strategy must become open to the new ideas and the rapid change that is social media.

• Get Started! Taking the first step is the hardest part. Avoid being left behind by allowing your competitors to connect with your community before you do. In 2009, planning a social media strategy is a necessary risk. Learn how to make social media work for your brand.

Do not let your company’s reputation be ruled by customer commentary alone. Social media is about connecting. Connecting customers, brands, groups, media, and analysts. Connecting your brand with your reputation with your logo, advertising, representatives, employees, and executives. Even in the current economy, some companies are using social media tools to develop stronger ties to their current customers and become leaders in their industries. Educate yourself, take control and get ready for the rollercoaster ride that is social media.