Using Social Media to Grow Your Business / 利用社交媒體促進企業發展

Using Social Media to Grow Your Business

11 March 2013
Cover of pamphlet showing woman using mobile phone

Download pamphlet at right.

Social media offer businesses a variety of tools to inform existing customers and connect with new ones. Business owners can use social media to cultivate customer loyalty, raise awareness about products and services, and reach new customers and markets — all from the comfort of a home or office.

What Are Social Media?

Social media — from networking and microblogging websites to video- and photo-sharing platforms — are technological tools that enable people to communicate and share easily with their friends, families and communities on the Internet.

However, they differ from traditional forms of online communication such as email and static Web pages. A business’s website is like a book — formally written and rarely revised. Its social media presence, on the other hand, is like a conversation — casual and constantly changing. The following tips will help you harness those differences to increase both your sales and your customer base.

Keep It Brief

First, unlike your business’s Web page, your social media content must be short. On some microblogging sites, for instance, you can type only 140 characters per entry, or “post.” Other platforms allow longer posts, but you should still strive to be concise. Do not try to say everything at once.

Instead, schedule your posts over the course of a day or week, focusing on one key message per post. Your customers are more likely to read and remember short, focused messages rather than long, rambling ones.

Keep It Fresh

On social media, old posts rapidly recede from view in a continuous stream of new content. This flood of information can overwhelm your followers, who may see hundreds of updates every day from friends, acquaintances and other businesses.

Stand out by posting timely, eye-catching content. Use images and videos whenever possible, and be sure to post frequently. Staying fresh in the minds of your followers will increase the chances they will visit your store, buy your products or use your services.

Keep It Personal

Social media allow you to give your business a personal voice. Make new followers feel welcome by adopting a casual and friendly tone. Make existing ones feel special — and increase sales — by offering exclusive online promotions.

For example, try posting a “word of the day” to your followers and offer a discount or free item to followers who come to your business and use the word. The more approachable and customer-focused your business seems, the more likely it is to retain and expand its customer base.

Keep It Interactive

Just as you would in a face-to-face conversation, resist the temptation to talk only about yourself. Think about the sort of impression you want to make. Keep your followers engaged by posting articles, links and other content you think they will find interesting.

Conversations depend on two-way communication. Encourage interaction by asking questions and running contests. If you own a restaurant, for instance, try asking your followers to name a new menu item. If you sell sports equipment, post the latest scores of sports teams and invite your followers to post photos and comments from local sporting events. If you sell kitchen equipment, ask your followers to post their favorite recipes.

Keep It Responsive

To engage customers in a conversation about your business and its products, you must listen to what they are saying. Ask for feedback. Reply to messages and comments. Do not be afraid of criticism — acknowledge it and take steps to address it.

Keep It Purposeful

Every social media platform is different. Some, for instance, use “hashtags” — labels that allow posts to be sorted by topic — while others do not. Do your research. Familiarize yourself with the rules of each platform before diving in, and decide which is right for you.

Finally, be strategic. Which social networks are most popular with your target customers? Does a network provide access to a population you had not considered before? Invest your time in those that offer the best opportunities for growth.



Read more: http://iipdigital.ait.org.tw/st/english/pamphlet/2013/03/2013030414...

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利用社交媒體促進企業發展

2013.03.12
活頁資料首頁:一名女子正在使用手機

下載右側活頁資料

社交媒體為公司企業提供了各種向現有客戶通報訊息及聯絡新客戶的工具。公司企業所有者可以利用社交媒體來培養客戶忠誠度、提高産品和服務的知名度以及拓展新客戶和新市場——舒服地坐在家裏或辦公室即可實現所有這一切。

什麼是社交媒體

社交媒體——從聯網和微網志網站到視頻和圖片共用平臺——是使人們能夠在網際網路上與朋友、家人和社群輕鬆地進行交流和分享的技術工具。

但是,它們有別於傳統的電子郵件或靜態網頁等線上溝通工具。一家企業的網站就像一本書,行文正規而且鮮有改動。但企業在社交媒體上則更像是在與人交談,輕鬆隨意而且不斷變化。以下是一些能夠幫助您利用這些差別提高銷售額並擴大客戶群的竅門。

保持簡潔

首先,與您企業的網站不同,社交媒體上的內容一定要簡短。例如在某些微網志網站上,您的每條微網志或“帖子”只能容納140個字符。其他一些平臺允許發佈更長的帖子,但您仍應儘量做到言簡意賅。不要試圖一次把所有的話都説完。

您應該計劃好每天或每週的發貼內容,每個帖子只側重於一條關鍵資訊。 與冗長絮叨的帖子相比,簡潔明瞭的帖子更可能吸引您的客戶瀏覽並記住有關內容。

保持新鮮

在社交媒體上,舊帖子很快就會被接連不斷的新帖子擠出視線。您的跟隨者每天可能都會看到數百條來自朋友、熟人或其他公司企業的新帖子,這些海量資訊可能會令他們目不暇接。

您可以通過及時發佈引人注目的資訊而獨樹一幟。盡可能使用圖像和視頻,而且一定要保持發貼頻率。在您的跟隨者心中保持新鮮的形象,會增加他們光顧您的店舖、購買您的産品或使用您的服務的機率。

保持個性

社交媒體讓您能夠賦予您的企業個性化的聲音。拿出隨和友好的態度讓新的跟隨者有賓至如歸的感覺。通過提供網上專享優惠讓現有客戶感受到特別優待,同時提高銷售額。

例如,試著向跟隨者發佈“每日一詞”,並向光顧您店舖並説出當日一詞的跟隨者提供折扣優惠或免費贈品。您的企業越能給人留下親切友好、以客戶為本的印象,就越有機會保有並擴大客戶群。

保持互動

就像您與人面對面聊天一樣,不要只顧聊自己。想想您希望給人留下什麼樣的印象。通過發佈您認為跟隨者會感興趣的文章、連結和其他內容,持續吸引他們的關注。

交談要靠雙向交流。通過提問題和搞競賽來鼓勵互動。例如,如果您經營一家餐廳,可以嘗試讓跟隨者為新菜式命名;如果您銷售運動器材,可以發佈體育運動隊的最新比分並邀請跟隨者刊發當地體育賽事的照片和評論。如果您出售廚房設備,則可邀請跟隨者發佈他們最喜歡的菜譜。

保持回應

要想讓客戶參與關於您的企業及産品的對話,就必須傾聽他們的想法意見。徵詢反饋資訊。回復留言和評論。不要害怕批評,承認不足並採取措施改進。

保持目的性

社交平臺各不相同。例如,有些平臺使用能將帖子按主題分類的“話題標簽”(hashtags),有些則不使用標簽。事先做好調研。先了解每個平臺的規則並確定最適合您的平臺,然後再投身其中。

最後,還要講求策略。哪種社交網路在您的目標客戶中最為流行?是否有某個網路能夠讓您接觸到以前未曾考慮到的群體?您應將時間投入到最有可能給企業帶來發展的社交媒體中。



Read more: http://iipdigital.ait.org.tw/st/chinese/pamphlet/2013/03/2013031214...

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