Hot Topic
Joining the Conversation
How to leverage social media to build your brand
By Shelly 
Otenbaker
Sr. Vice President
Eisbrenner Public Relations
Every day 35 million Facebook users login to update their status, according to the social network founded by Mark Zuckerberg. And if that lone statistic isn’t convincing enough, consider the fact that more than 1 billion “tweets” are posted monthly on micro-blogging Web site, Twitter. When it comes to increasing visibility, social media is the newest—and most rapidly growing—space to reach audiences.
As an automotive analyst, the Web is ripe with opportunity to strengthen awareness and position oneself as an expert. By implementing strategic social media involvement, analysts are able to provide insight in real-time to key audiences, increase awareness of unique expertise, and most importantly, form and engage in relationships that may lead to future business growth. Conveniently, there’s little investment—besides time—needed to launch and maintain social media efforts via the appealing array of communications tools available.
Before diving in, however, there are a number of considerations to take into account.
There is no “soft launch” or trial period. As soon as engagement has begun, an expectation of commitment has been set. In other words, by testing the waters of micro-blogging—and bailing a few weeks later—one risks hurting brand image.
Real-time reaction does indeed mean real time. That means an analyst must be devoted to and responsible for “fan” or “follower” questions and comments, as well as continuously monitoring in case of a communications crisis.
Transparency is required. Fear of someone posting a comment that cannot easily be responded to is understandable, but once the initial energy has been committed to creating a social media presence, there’s no other option. This simply isn’t the arena for people who have intentions to hit “delete” or not respond to an uncomfortable user comment.
Choose your channels. Every social site available comes with its own list of pros and cons, and you’ll find that many tend to engage certain audiences. For instance, the average Twitter user is looking for quick and immediate news briefs while the average Facebook user is looking to engage in dialogue. At the same time, professionals on LinkedIn are seeking to make connections. Keeping in mind overall objectives, evaluate which site or sites offer the most useful method of communication.
For a thorough list of social media sites, from blogging platforms to social bookmarking, visit the Social Media entry on Wikipedia. Still need convincing? The Web site SocialMediaB2B provides a rich database of case studies and statistics proving that business-to-business outreach is a viable and valuable component to social media.
Lastly, remember that social media is a new type of interaction, and the traditional rules of media don’t necessarily apply. Once efforts are underway, adhere to these guidelines, which help to build a strong foundation for success.
- Know your audiences: Seek them out and speak their language
- Be consistent: Create a schedule, if needed, to ensure regular updates for your followers
- Be yourself: Your “voice” is what people want to hear; use it
- Truly engage: Ask questions, share opinions, suggest links; always encourage two-way dialogue
Eisbrenner Public Relations is a Michigan-based firm helping good companies communicate and reach their marketing goals through a full range of integrated marketing communications. Founded in 1985 and currently celebrating its 25th anniversary, the firm is guided by five core values based on positivity, curiosity, motivation, respect and fun. Through the firm’s ownership in IPREX, one of the world’s largest networks of independently owned public relations firms, clients in the automotive, consumer products, energy, industrial, professional services and technology sectors gain access to local expertise and marketing capabilities on a global scale.
