Keeping The Social in Social Media, Part Three

It is the rare business of any size that lacks a website in this day and age. The same is becoming true of social media. From the home-based business to the local car dealership, using Facebook, Twitter and other social networking tools to reach customers and engage with the community are now all in a day's work.

The recently launched a new Facebook page, and visitors to the Chamber's website who access the member directory can use a variety of social media tools to spread information around the web.

Last month, the Chamber's guest speaker at a breakfast meeting was Rick Diamond, from Chesterfield-based Social Media Training, Inc. Diamond talked about the so-called 10-1 rule as it is described on the company's blog: "Share 10 valuable tidbits before you sell yourself. This earns you the right to sell 1 time."

The  uses social media to engage its members and provides seminars for those same members to learn how to make the most of social media themselves.

President Scott Tate and Vice President of Marketing & Communications Wendy Rackoven put their heads together to answer my e-interview questions about the chamber's approach. They say the chamber has been using social media since 2008.

How easy or difficult is it to convince your members that networking via social media can work, especially when it leads to real life connections? Can you provide an example or two of "converts?"

It has been a challenge, especially for small businesses due to the time commitment. If they are not committed, then having social media accounts does them no good; they forget about some of the tips and shortcuts they learn through our social media classes.

We have seen a number of our members begin marketing their businesses through the various forms of social media.  The Chamber has a free service where members can write one update and post to Twitter, Facebook, and Linkedin at the same time. Other free online programs which are similar include Tweetdeck &HootSuite.  

More and more members are finding it necessary to utilize social media as a part of their marketing strategy.

How do you convince members to give social media a try?

Social media is a great alternative to marketing their business, especially small businesses that don’t have a lot of money and are willing to commit the time to keep their page up to date with relevant posts.  Social media is a great way for a business to grow, generate repeat business, and target younger clientele. For example, Foursquare is one of the latest players in social media. They use geo-location services on an individual’s phone to show a list of businesses that are close by.  Foursquare users can then “check-in” for specials – i.e. is offering half off their Grilled Chicken Mango Salad for anyone that checks-in on Foursquare through July 31.

Businesses of all sizes can claim their venue and create their own specials to encourage repeat visits.  Another player in location-based social media tool isFacebook Places.

Can you describe the chamber's approach to connecting with people via social media on a daily basis; in other words, not so much posting articles or information but actually engaging others in some way How much time do you spend on this?

The St. Charles Chamber of Commerce uses social media as a way to connect and interact with the general public. Since we are a business association with members, so much of what we do is member-driven. We use social media to gauge the reaction individuals have to an article, or to a post and get feedback. Part of the Chamber’s mission is to ensure the quality of life in our community is attractive to businesses and people of all ages.

Does the chamber host "meet ups" (or Tweet Ups), gatherings organized via social media that bring your networked members together? 

We have not organized any events through social media only, but use it as another way to promote our events. We also use it was another way to provide additional information on an event, such as a cancellation.

For a business owner or manager who is hesitant about plunging into networking via social media, what would be your advice for first steps? Any do's and don'ts?

Just do it, but not if the business isn’t willing to post regularly. It is another way for them to get feedback from customers and also get testimonials and referrals.  Large companies even use it to track what is being said about their company and their competition. Complaints that are posted by customers can be addressed in a timely manner, sometimes enabling the customer to bypass the dreaded automated customer service hotline. The only way to learn is by using it.

In your opinion, to what degree are social networks a vital part business success today? Career success?

There are some businesses, such as The Cake Pop Company in Springfield, MO, which only advertise via social media. I think the success depends on how creative the business is in establishing their social media presence. Social media is not going away, it is evolving. Businesses, big and small, need to keep current with what the latest trends are. It could be vital to success.

As for career success, it could help, but it could also hurt an individual seeking career advancement. By posting personal opinions on a business site or inappropriate photos, it could keep an individual from getting the job they want or it may get them fired from the job they have. Companies and employers are using social media as a way to screen employees.

For more on social media and business:

• The St. Peters Chamber of Commerce Blog
• PRSarahEvans
• Social Media Today
• Angela Atkinson
• Todd Randall Jordan

Plus, don't forget you can find Creve Coeur Patch on Facebook and Twitter.