With limited resources, many small and mid-sized dealers are asking
themselves, "What should be the number one social media outlet to
Unfortunately, there is no
easy way of answering this because each social site is so unique. They each
provide their own benefits, and each business would be able to use and benefit
from each of them in different ways. Here is a breakdown of how you can use
This requires low management maintenance. You have the ability to create videos
to show customers and prospects product videos, including demos that show how
to use your products. Having these useful videos opens up another channel where
these prospects can reach you and learn more about your products. They're quick
and simple to make, and most videos can be used and repurposed for a long
period of time. Whenever you create a video, you should upload it and share it
with your audience in different ways. You can embed it to your website, email
marketing blasts, share it on Twitter and Facebook, embed it into your LinkedIn
profile, and have QR codes direct to them. If you enjoy being creative with
your marketing efforts and you tend to be more of a visual person, preferring
to give a face to a name and show your audience how your business can help
them, YouTube should definitely be a utilized channel.
Twitter requires the most management, but also has the most benefits. First of
all, its outreach and engagement opportunities are very extensive. There are
many tools out there that can help you search for leads and existing contacts.
You can also initiate relationships by following people, and if they know you
or have heard of your business, they usually follow you back. You can also
embed your Twitter feed with your personal and company LinkedIn status updates.
Some tools even let you update your Facebook through Twitter. By syncing up
social networks with each other, it can cover a lot more ground with just one
post. Another benefit with Twitter is its hashtag feature. The best examples of
hashtag usage would be during events. If you go to an event, attendees and
vendors are able to include the hashtag (such as #MFRS2014) within their
tweets, which will make their posts show up in the #MFRS2014 Twitter feed. This
is a great way of finding people at the show, engaging with them, and simply
sharing your experience of the show with others. However, there are a lot of
tweets out there, so you must be consistent with your posts in order to
position yourself as a thought leader who provides information but who also
engages with their audience as well.
This network requires low management and has a more professional setting
compared to others. Everyone should belong to this network because LinkedIn
members appear within or close to the top five Google searches when their name
is searched for. This helps encourage connections and relationships and it
makes it easy for inquiries and prospects to find you. Personal profiles also
give you the capability of sharing your website, social networks, more of your
work portfolio, and many other types of information. If people want to learn
more about you professionally, LinkedIn gives them the chance to do so, and
then gives them the option to connect with you.
While you are on LinkedIn, if
your work email has its own domain, build a company page. This gives the
opportunity for all of your coworkers and employees to be under one network.
LinkedIn company pages also give you the opportunity to promote products,
services, connect prospects with sales reps, and more! You can also keep it
updated by posting regular statuses. I would recommend sticking with four to
six company status updates each week, and try to focus on company news and
industry news that your target audience would be interested in.
Facebook would require a medium level of management. My recommended amount of
posts for this site would be once a day, possibly more if there is an event
happening that you are participating in. Sharing industry-related information
in different mediums, such as photos, YouTube videos, blog posts, or articles,
is a great way to engage with your Facebook audience. Your audience in this
channel usually consists of existing customers who like and trust your company,
and prospects who are interested in your specials, features, or knowledge.
Facebook fans usually join your page in order to stay in the loop with what is
new. Posting pictures and YouTube videos of what is happening around the office
is also great content. This social network is meant to focus on humanizing your
business, so if you have an existing dedicated fan base that is online and
wants to stay updated, Facebook may be your top priority.
Every business has its own unique audience. Think about where your audience is
and how they enjoy learning about the type of products you have to offer. Once
you discover these key components, determining which social media networks are
the right ones for your business will become more apparent. No matter which one
you choose though, each network is great for enhancing your brand's search
optimization. The more you update them, the higher they will rise in search
results. In addition, the bigger your networks are, the more potential you have
of sending leads and inquiries to your website.
About John Foley, Jr.
John Foley, Jr. is the CEO of interlinkONE and Grow Socially. John and his team
help lead dealers to marketing success. Their approach includes consulting with
dealers on marketing and sales techniques, writing strategic online marketing
plans to get dealers on a path to online and social success, and John
frequently speaks about selling with social media. Learn more about John at
JohnFoleyJr.com, and his companies at