Social Media As A Communal Resource Social media is now being used to estab-lish a connection between a company and a customer. Talking to or at customers is no longer acceptable and does not forge a lasting con-nection between company and customer. Manufacturers are now interacting, engag-ing and answering questions they get from their customers and end users, one of the most important marketing aspects of the social media platform. And, in a world of instantaneous results, where everyone wants everything faster, social media is the best way possible to make sure your customers get the answers they want, when they want them: Now. “Social media allows for instant satisfac-tion when it comes to becoming informed about a product or company,” explains Runge. “A fresh and active social media platform can show validity in the world of technol-ogy and cyber progress. Being accessible to current and prospective customers cre-ates a positive rapport and builds a deeper relationship that will extend beyond a simple one-time purchase.” A sometimes customer will not do as much good to a company as a customer for life. committed to cultivating your presence in the vast social media landscape. The social media landscape in the busi-ness-to-business (B2B) world is not as vibrant as in the business-to-consumer (B2C) world, but it is getting stronger. Networking sites like LinkedIn already have a strong business basis, allowing executives a platform on which to share information. When it comes to marketing potential, and general outreach, Facebook and Twitter are getting more and more traction. It can be a good idea for manufacturers or business owners to tie their Facebook pages and Twitter accounts together, allowing you to hit two social media birds with one stone. After establishing which social media plat-forms will be utilized, companies should develop a plan that more thoroughly explains how social media will be used, who is going to be in charge and what type of content will be posted, as well as when that content will be posted. “This is a plan that may evolve over time, but the best company social media sites Establishing A Presence The first question a company must ask itself when delving into the deep end of social media is, “Why?” Why should your company have a social media site is the first and most important question that needs to be answered before creating a page or registering a twitter handle. “If you believe it can help the company market itself and its products, for instance, or give customers and potential customers a warm and fuzzy feel about the company, those are good reasons to have a social media site,” says Kravitz. When the decision to move forward with social media is made, it is important to sit down with everyone who will be responsible for creating a strong social media presence. Having a strong backbone from the top down will help to create a culture that is fully Product Information no. 214 on page 24 18 CM/Cleaning & Maintenance Management ® • March 2013
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