When we talk to our clients about Social Media, we talk a lot about creating, building and growing relationships for the long haul. While you definitely need to retain your current audience (whether it is your partners, customers or employees, it does not matter), you also need to figure out how to engage with a new audience, or those who may not be aware of who you are and what you do and acquire new individuals. This is not specific in the B2B or B2C world; it is about business in general. When I was at eBay, we went by the rule of the 3 A’s – Acquisition, Activation and Activity. This is a good framework to think about when you are thinking about Social Media. How do you plan to acquire a new audience, activate them and get them involved, while at the same time engaging with your current audience? How busy is your website? Are you doing the right SEO steps to place higher on the result pages? Are you engaging with your audience and putting a personality behind the brand? Are you providing a compelling and interactive experience once your audience visits your site? Does your audience on your website know that you have a Twitter or Facebook account and vice-versa? How are you communicating on these platforms and broadcasting messages to them? I came across the following graphic a few months ago, and modified it slightly to update it with current Social platforms:
* original viewed on www.socialmediavision.com/social-media/
Now when we describe Social media and how it relates to your website, we envision this concept of the wheel. Your website is at the center of it all. You control the content of your site and the organization of that content – now granted user generated content (UGC) you may not control, but you do have the right to enforce policies so that you can remove specific pieces of content if they violate those policies.
You can leverage SEO techniques in order to get your ranking higher on the search results pages for the larger search engines (I realize that YouTube is one of the largest search engines, but I place them in the Social aspect for this purpose).
You can also leverage these external Social Networks in order to create brand awareness and drive an audience back to your website – after all, is that really not the reason to have a presence on an external network – to drive people back to your website and increase your brand awareness? As I mentioned on a follow up blog post from my webinar a few months ago, leveraging these external networks are only 1 aspect of a Social strategy, you should not put all of your eggs in 1 basket.
Once you are able to drive people back to your website, what are they looking for, and how can you provide them with a pervasive web experience (I also borrowed that term from @rustyw who I believe coined the phrase).
Whether it is Blogs, reviews, ratings, forums, profiles, testimonials… you could go on and on with the different ways to provide your audience with a great interactive experience on your website. But the key is finding the right way to do it.
*cross-posted on Ektron.com and eBizq.net