Why does adding the word “media” to the mix make this topic so complex and sticky?   Because social media is very viral, and every platform is unique.  This brings on a learning curve and requires time, resources, management, and security.  I recall hearing similar concerns when the Internet went public.  Social media is for those who now want a more interactive presence.

When you think about it, one could say that social media networks are traditional networking services in a new wrapper.  I’ve been social networking since my first sales job over twenty-five years ago, and if today’s tools were available then, I could tell you exactly how many networking events I’ve attended since.  Contacts became easier to manage with the introduction of  personal digital assistants (PDA) years ago, and customer relationship management (CRM) solutions are more advanced—and there’s something new on the market every year.

Social media is a bi-product of a need to connect and interact with people, like many other third-party applications for use in the cloud.  A social media strategy is more likely to result in greater value to your group members and connections.  Simply having a profile is not enough–it’s how people use social media that makes the difference—to develop quality relationships, share information, answer customer queries, and receive valuable data back for customers and stakeholders.  Engagement is key to effective networking, no matter which medium one chooses.

How can social media help your company improve its customer service?  Social networking brings a warmer touch to online networking with the addition of bio photos, profiles, video, virtual reality, referrals and more.  These tools are all ever-evolving.. that’s progress.

Where social media groups are larger in size, full time or part-time moderators are a necessity to manage the groups and content, for the good of everyone in the group.  Our moderators are trained, managed and paid hourly through our suppliers.  They focus on what they do best, which leaves you more time for other things that require your attention.

Companies expecting to see a return on their investment must include an overall social media strategy in their business plan, whether for customer service, or for sales lead generation, marketing, to create awareness, employee and supplier communications and training, to share events, or other.  In order for organizations to get the most from their investment in social media, they must commit people, time and money for setup, management, maintenance, measurement, and reporting.  This can be internal, external, or a blended solution.

The above process may include market research, focus groups, users groups, supplier groups, sales groups, customer workshop groups, etc.  It’s one thing to own many groups, it’s another to manage and maintain them most effectively on a day-to-day basis.  The purpose of corporate groups must be well defined, professionally moderated, and the membership focused.  See Linked:HR (the world’s #1 largest group on Linkedin).  Sales Visionaries Inc. is the sole Alberta distributor for ULP Networks, Inc., owners of Linked:HR, Linked:Energy, and more.

To ensure optimum effectiveness, we work with specialists who have a proven track record and years of experience in social media.  Our social media model is based on 360 degree online community leadership—for Management.  Social media is only one component of a company’s overall marketing and media strategy.  We can assist you in a number of areas.

Interested in raising the social media bar? We invite you to join the International Association of Evangelists for Social Media (IAESM) group, an international trade association dedicated to best practices and social media for business.