Social Media As a Profit Center

Today, we have guest post from Jeff Guritza, a marketing professional in the power tools accessories industry, on the incorporation of social media in a company's business plan. We’ve all heard the term “social media,” and you may have even been afraid to ask, “What the heck is that?!” Regardless of your awareness level, you shouldn’t be asking yourself if your business should be engaged in social media. You should be asking yourself how. Practically overnight, social media has become a cultural phenomenon. Simply stated, social media is defined as people going online to find, read or share content that interests them. Commonly used platforms are Facebook, Twitter, YouTube and LinkedIn. Contrary to popular opinion, it’s not just a personal platform that millennials use during their free time. Increasingly, people of all ages and nationalities jump online 24/7 for practically everything: researching gift ideas, sharing photos, reviewing products or getting directions Social media is not a fad that will fade in time. Like your morning cup of coffee, it’s here to stay. Social media transcends personal opinions, pastimes and hobbies. Its vast influence is felt in industries both large and small, near and far. Baby Boomers are embracing social media in droves, looking to communicate with grandkids and reconnect with friends. Whether you like it, people right now are vetting your business based upon content they find about you online. To help guide you, here’s three smart steps to follow when looking to jumpstart your company’s social media engagement. 1. Social Media Lite: First, realize in this day and age you absolutely must have a social media presence. At a bare minimum, your company should set up accounts on LinkedIn, Facebook and Twitter. To do so, find your most tech- savvy associate and have him or her get online with…read more >

Jerks are going to be jerks: Do’s and Don’ts for dealing with jerks online

Rachel Kerstetter, PR Engineer, Sonnhalter Sometimes in life you encounter people who are jerks. As children, we were often told to ignore the jerks. As adults we find ways to cope with the jerks we encounter throughout our days. It’s a little more difficult for companies to deal with the jerks on social media. Unfortunately social media also provides jerks with a megaphone for their poor attitudes. You can’t make everyone like you on social media, but you can take the high road when it comes to the social jerks who you encounter. Don’t fire back at them. If someone tweets nasty things at your company, don’t tweet nasty things back at them. It makes you look petty and like a jerk yourself. Do fix legitimate problems. People often use social media for customer service problems. If someone is having a problem that has them upset, they might come off as a jerk on social media. Publically respond that you would like to do what you can to fix their problem and ask for contact. For example, “We’re sorry to hear you’re having a delivery problem, please direct message us your email or phone number so we can find out more about your problem.” Or “We have been experiencing some issues with x, please call customer service at 800-xxx-xxx for an update.” Don’t let jerks scare you away from using social media. Often when we consult with a company who either refuses to join social media or has their channels locked down, it’s because they’re concerned about negativity on their social media channels. People will say what they want, if you let them say it on your channel you can be aware of it, try to fix it, or let your community come to your defense. Do let the rest…read more >

What’s a #Hashtag? And 5 Ways to Use Them in Marketing

Today we have a post from Rachel Kerstetter, Sonnhalter’s PR Engineer, answering one of the questions she’s frequently asked and sharing some tips on how to use hashtags. The basic mechanics of making a hashtag include putting a pound sign (#) in front of a word, phrase, acronym or combination of characters (but not punctuation). But beyond calling attention to the words in a tweet, post or whatever, hashtags allow you to join into a more broad conversation. Hashtags have become a standard part of online conversation and stretch across many social platforms. Hashtags originated on Twitter and very recently Facebook added hashtag capabilities to the platform, but you can also use hashtags on: Instagram, Tumblr, Pinterest, LinkedIn, Google+ and newcomer Vine. There are many ways to use hashtags, but they all boil down to participating in public conversation. Here are some common ways to use hashtags in marketing communications: Promote engagement during events. Whether your event is online or offline, it will have a presence. When you create your own hashtag (and publically identify it) you can then monitor and interact with the conversation around your event. Most conferences, trade shows, webinars and other events announce the “official” hashtag, put it on publicity materials and have a designated person using it. Mostly this happens on Twitter but permeates into other social media use. Host or take part in a Twitter chat. Twitter chats are a simple way to have a conversation with multiple people on the same topic. Chats are traditionally an hour and have a prescribed hashtag. Most chats happen weekly at the same time and center around a prepared set of questions, due to their growing popularity services have been created to help you participate more easily, for example Tweetchat is a Twitter application to organized the…read more >

Spring Clean Your Social Media

Since the social media scene developed many years ago, it’s become cluttered. There are accounts on all social platforms that sit, gathering dust for years. Do any of those accounts belong to you or your company? Today Rachel Kerstetter, our PR Engineer, is sharing some pointers on how you can spring clean your social media. When I entered into the realm of public relations with a broad social landscape, I was a little surprised that much of my social media consulting and instruction wasn’t about getting social programs started or operating them, it was a lot of clean up. It doesn’t take much time to get your social media back on track if you know what to do. 1. Take a look at what you have. How long ago was your last status, tweet, post or picture? Do you have messages or invitations that are waiting to be read? When you look at an old account, try to see where/when things went stale and identify what may have been the cause. Did you have an intern running your social that has since left? Did you “run out” of content or ideas? Do you need help? 2. Check your branding. If anything in your company’s branding has changed, all of your social accounts should reflect that. Get your logos, profile pictures, covers and banners up to date. Make sure that you have a Twitter cover, a LinkedIn banner and a Facebook cover for your company. Use your own company and product names correctly. 3. Is your profile complete? Fill out the boxes with information about your company. Make sure there isn’t a blank spot where an About section should be and make sure that you have links to your website and contact information on there. Here's what the About Section on…read more >

Want to Find Out if Professional Tradesmen are Active with Social Media?

If you're reading this blog, then it would be safe to say that you aren't asking the "why" or "should" we be using social media. What you're looking for are ways to answer the "where" and "how." Companies should follow, not lead their customers in the social media arena. I read a post recently from Jay Baer, one of social media's thought leaders, Four Ways to Find Out if Your Customers are Active with Social Media, and I thought I'd share some of the highlights:read more >

3 Facebook Tips to Protect Your Privacy

Facebook, one of the fastest growing social networks, has become one of the fastest growing forums for embarrassing photos, awkward wall posts and uncomfortable sharing. Would you show your boss those pictures from last weekend or your opinion about the new office policy? Probably not, so why have it open to everyone on Facebook? Employers and schools are now monitoring Facebook, and most people aren’t protecting themselves correctly.read more >