Or, more formally, social networking. This is a topic that reminds me how very quickly our expectations change.
What kind of social networking (or sharing) do businesses do? The answer to this question used to be ” “We send out a newsletter.” Then it was “we have a web site”. Then “we have a corporate blog”. Now businesses are asking whether (and how) they should be using various hot social networking sites like Twitter or FaceBook. You can find these topics on Chamber of Commerce meeting agendas. Opinions vary – and are hotly contested.
Social networking software is like any other group of tools. Is it a tool set that gives you something useful for your situation? If all you have is nails to drive, then buying a set of paintbrushes is not likely to address your problems.
The main mission of social networking sites is to let people/members connect with each other – to find folks, to share information/pictures/videos/opinions, to form interest groups. Some folks see that social need to share and form opinions as an ideal venue in which to advertise, overtly or covertly. Some see it as a great place to listen – to find out what folks think. Some see it as another venue in which to give customer service – to locate and connect with folks who express dissatisfaction or a problem with their product line. Social networking sites are themselves funded by various forms of advertising or advertising interests who want access to the social data being amassed there.
As is always the case, the first thing is to decide what you want to accomplish – and with whom. If you are aiming to get your company more visible on internet searches, then the more venues in which your name is mentioned, the more likely that you will show up in search results. Whether that visibility is focused or random will affect the results.
The second question is whether the tools you want to use are ones you will be able to use effectively. All social networking tools, including the older ones like blogs, require a time investment on a regular basis. Do you have the staff to support that? Is it enough of a priority that it will get the attention it needs? A rash of tools tried and abandoned also leave an internet trail. A dead blog is worse than no blog at all.
One way companies are finding to blend the social and the corporate is to invite visitors on their corporate website to share what they find interesting. “Share this” widgets of various types and complexity are being incorporated into online stores. If someone thinks your Round Tuit is the best thing they ever saw, wouldn’t it be marvelous if they told all their friends – complete with a link to your page?
Weigh your needs, your resources, your intentions, the capabilities of tools available, and try some things out. Life keeps changing – and so do all of us.