Social Networking and Blogging

Social media and social networking are still relatively new ways to reach customers and draw them to your site. It seems that every day there is a new social space to join. But think carefully before jumping on the latest bandwagon, or, for that matter, about joining the oldest bandwagons.
You need to have a clearly defined plan around social media or you could make simple mistakes that may negatively impact your brand perception. Know exactly what your goals are before fiving in and invest in ways to track how your exposure affects your number of conversions. Deriving conversions from the tens of millions of people participating in social media web sites requires a deft touch, so smooth presentation, and well- honed instincts. Participating in social media will have you rescheduling your calendar to make time, but the rewards in terms of credibility and reputation-building can easily pay off. Never before has it been so easy to reach so many people in order to influence how they see you and your products or services and to interact with them.
The social environment online is a unique area in which to pursue conversions. While much of the activity on social web sites is exactly that, social users can still be influenced toward purchase decisions. One of the most important aspects to understand when participating in social media is to avoid overt, direct sales tactics. Much of the social environment exists in an informal unstructured manner. Showing up in this space and doing a hard-sell for your product will, at best, be met with silent dismissal, or, at worst, with a direct backlash against your web site and product. Users engaged in social activities online need to be approached in a more thoughtful manner.
You must clearly define your goals and make a plan for how to achieve them. When engaging in social media, as with any other space, your goal should be concrete and attainable. As examples, here are goals that are appropriate for the social media environment: (a) building brand awareness, (b) tracking brand awareness, and (c) driving sales. Most businesses think that by simply opening a Twitter account and posting occasional content, they are participating in driving awareness and sales. While opening such accounts is the first step to marketing in social media, understanding how to use your presence in this area is critical for your long term success.
Social media can be summed up in one word: engagement. The primary goal of marketers using social media is to encourage active engagement around a brand or product name. This active engagement can take the form of mentions (which is when someone else mentions your username or business in a conversation you did not originate) and discussions about your business, or it can take the form of actual conversions, some even involving you. You’ll have a long road to travel, though, between opening an account and seeing your users’ active engagement pay off. Many people think that by using social media they will find a shortcut to driving awareness and conversions; however, the reality is that, as with so many things, engaging in social media takes a lot of time and effort.