Each social networking site has its own benefits. I think the key is deciding what you want to get out of it and set clear objectives before venturing in. This prevents lots of wasted time. I know of many users of linked in etc who have built up thousands of connections and have never turned a dollar. That is thousands of man hours invested without ever getting a return. You wouldn't allow that in any other part of your business so why in social media?
I advise recruitment businesses across Europe on many areas of their operation as a management consultant and trainer. Social networking has become a key discussion topic. The 2 key areas to identify before selecting platforms are if your products or services are suitable for marketing via the web and what your sales strategy is going to be once you've made the introductions. Like any marketing you will fail without sales activity and human contact.
In my business we began targeting individuals in the sector via linked in. It took a few months to build 200+ of the right connections. People who could buy from me or influence the decision. I then joined groups in my sector and started posting and contributing. My contributions are detailed and take time. This is how you get seen as an expert and multiply your connections. We produced a white paper relevant to the issues of the day and offered this out to anyone by return e- mail or the website. We had over 1000 requests that connected with us directly rather than via social media. Phase 2 saw us launch a group, The Good News Group (Recruiters.) This was aimed at spreading good news and brought a wider audience to our opinions, acting as our blog. The group is also often quoted in other blogs and the media increasing our brand exposure. This was backed up by publishing a video on you tube covering the key issues of the white paper. When people see you, they start to identify with you as a person as well as a name on the PC. This aim has been achieved with the introduction of Twitter. I see linked in as being about corporate branding and twitter about personal branding. I contribute regularly and interact with others rather than just retweeting. This has greatly increased our following and has resulted in appearing in additional talk shows, videos, blogs and seminar speaking.
I present at industry conferences on a regular basis and refer people to the site. While some of the audience may not be ready to meet or pick the phone up, they are very happy to link up, join groups, twitter or get involved. These are tomorrow’s customers.
We have been able to build up an international following that will provide a platform for launching on-line training products and webinars early next year. This has been achieved in record time due to social networking but does take time. The investment in time needs to be worth it. It has for us!
Last recommendations, look at Xing as well as linked in for European coverage. I also believe that talk blogs are the way to go to link brand with person, I recently guested on the famed "Recruitment Animal Show" and found this platform great to get the message across. Social networks are key to the marketing plan but need to work in unison with the sales plan and your product!
Be glad to offer any advice to anyone who wants to e-mail me bill@billboorman.co.uk or follow me on linked in http://www.linkedin.com/in/billboorman
follow me on twitter: http://twitter.com/BillBoorman