Your Business With James Caan 2017 - 164
Use social media to find out
what your customers think. The days
of mass-mailing surveys are over. You
can find out what your customers
think faster and a lot more efficiently
through social media channels.
WRITE A BLOG
A regular blog can help you
become a thought leader within
your industry. LinkedIn asked me
to write a blog for them four years
ago; as my bread and butter is
recruitment, most of the things I
write about are related to jobs and
careers. Just don't forget to keep
evaluating the audience reaction.
What are your brand values?
Are you corporate or quirky? Don't
try to be everything to everyone
- stick to what you know and what
your audience wants. Everything,
from your tone of voice to pictures,
must be consistent with your brand.
Managing your brand can become a
full-time job - the more followers you
gain, the more conversations you have,
and as media interest in your business
increases so too does the work load.
That's when you may want to consider
employing a PR agency or recruiting
an in-house media team.
You need to decide whether the time
it takes to plan and execute an effective
communications plan is more or less
effective than the time you could be
spending on what you do best in your
business. If you have the time, tools,
and know-how to launch, maintain and
follow up on your own social media or
communications campaigns, then you
should definitely do so.
If you don't have the time, there are
plenty of services who can help. View
this expenditure as an investment, and
keep in mind the potential business
opportunities that can arise from a
successful social media campaign.
Whether you do the job yourself or
hire someone to do it, when it comes to
communicating with customers, many
businesses find they simply can't afford
not to do it efficiently and effectively.
On LinkedIn there are almost
100,000 groups, so there's bound
to be one that specialises in your
sector - find it and engage! Give
your opinions on relevant trends and
topics to facilitate discussion. This
will endear you to others, as they will
see your passion for the industry. It
will also get that all-important traffic
flowing to your page.
HAVE A STRATEGY
There's no point in just doing
things off-the-cuff. Yes, you need to
be reactive, but the best businesses
will have a robust plan in place. What
do you want to promote, how are
you going to do that and how will
success be measured? Plan these
things well in advance.
PHOTOGRAPHY: WILL IRELAND
mark in the social media world by
sharing your experience and expertise.
I started blogging on LinkedIn in
2013; now I have almost three million
followers. I always receive great
feedback. When I started writing, I
had columns in the Daily Telegraph,
the Sunday Times and the Evening
Standard. I enjoyed writing these, but
I had no idea how many people read it
or what they thought of it.
If you write a column on LinkedIn,
within 10 seconds of posting you find
people responding. I find it incredibly
exciting to see how much you are
appreciated when you share your
advice and ideas.