Don’t Be Antisocial – Making Sense and Use of Social Media

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Ingram Micro's Jennifer Anaya

Jennifer Anaya

By Jennifer Anaya, VP of Marketing, Ingram Micro

Many partners are reluctant to use social media for their businesses because they have limited time and marketing resources.They also question whether the effort is really worth it –- it is!

Spending just a few hours a week on social media can help partners increase awareness, enhance credibility, strengthen customer relationships, build brand loyalty and grow their businesses.

In fact, today it’s hard to overestimate the importance of social media in business. If trusted colleagues and friends like a product or service, we assume we will too. Those “conversations” are increasingly occurring on LinkedIn, Facebook, Twitter and other social media channels before inquiries and purchases are made. Being a part of the conversation with a presence that projects accessibility and credibility is a powerful marketing tool. Likewise, listening in on those conversations and taking note on what is being said, recommended or even critiqued can be equally powerful and serve to inform your marketing message and approach.

Ready to get going? The most important thing you need is an effective website because much of your activity needs to link back to it as a beach head and as a way to measure a return on your time and efforts.

Some other important things to consider:

Have a Plan

It’s key to make a plan and be realistic about the time you have and how many social media channels you can use, because it can get overwhelming.

  • If you have the time, start blogging. It’s an excellent communication tool for establishing thought leadership and credibility on topics of interest to you, as well as your prospects and customers, and it puts you in a position to think about how you can give back to others.
  • If you aren’t comfortable writing or don’t have the time, contract with a professional, such as a freelance journalist or PR specialist who can chat with you about topics and ghostwrite blogs for you. This is also a great way to multiply yourself and create other content for your website (that you can link to from social media accounts).
  • If you have very little time, don’t start blogging. Instead, get on social media platforms and share published content with your own take about the subject matter or why others should be interested in it. This will help you network digitally, accrue followers and help to establish your digital brand.
  • If all else is a “no go,” start using social media to weigh in as an expert on existing articles. This will help bolster your thought leadership while keeping efforts to a minimum.

It’s important to be as consistent as possible. Keep a schedule or calendar to stay on track because …

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