The Power of Social Networking Groups
The Power of Social Networking Groups
However, the question I am asked most frequently is why as a medium, is social networking and in particular the development and utilization of groups rapidly becoming the most important vehicle for both connecting and maintaining a meaningful dialogue with an organization's targeted market.
Paraphrasing the old saying, "if your audience won't come to the mountain (i.e. your web site, webinars etc.), then bring the mountain to the audience."
What we are really talking about is meeting your audience where they are, at their computer at work and/or at home.
As more individuals use the Internet as a primary means of communicating, learning and cultivating opportunities of interest, creating the widest possible net relative to capturing and maintaining their interest is crucial to standing out from the noise levels that drown out the ability to establish a rapport that can, and often does lead to tangible business results.
A properly created and effectively (re diligently) maintained group can establish your organization as the subject matter expert, and thereby become the "landing point" for reliable insight and understanding for your specific area of practice.
It can also provide you with a controlled or manageable medium for obtaining market feedback on your industry as a whole, as well as how your product or service is viewed in the general market.
Like some companies, you might be surprised to find that your perception of the products or services you offer are not in line with how they are perceived by your targeted prospects. In one example, the terminology used by one vendor to describe their service did not exactly align with the industry's understanding of the same term. Going beyond the "you say toe-may-toe, and I say to-ma-to" semantics of the old song, this sometimes subtle "disconnect" is the difference between a meaningful dialogue with the prospect versus being put in the unenviable position of having to either "translate or educate" them about your product or service. In even the best of economies the latter represents an uphill battle. In today's challenging climate establishing a productive rapport under this scenario is a virtual impossibility.
Groups ultimately create a desired point of common reference with your market that stimulates discussion and leads to a better understanding of why you represent the best solution or service in your area of practice. Or as illustrated by a phrase from a recent PI Blog post, "a senior executive once told me, if you can't explain what you do and why it should matter to me in the time it takes an elevator to go from the main floor to the executive suit then we have nothing to talk about," groups are the ultimate vehicle for consistently and repeatedly delivering sought after information in a concise, convenient and most importantly collaborative manner.
To brand, or not to brand?
One final point is to determine the level or degree of branding. Depending on the product or service, as well as the targeted market, a "strongly branded" group might be perceived as an infomercial. In this instance, it is far better to act as the host or facilitator of the group strategically introducing your value proposition as a part of the normal discourse or exchange of ideas amongst the group's membership. This is similar to the analogy about a young boy's pursuit of a butterfly. The harder he tried to catch the butterfly with his net, the more elusive it became. When he quietly sat down, and put himself in the proper position, the butterfly landed on his shoulder.
Should you wish to learn more about social networking groups, contact me directly through my bio.
The Power of Social Networking Groups - To learn more about this author, visit Jon Hansen's Website.
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An increasing number of companies are leveraging the growing influence of social networking, to quickly, affordably and professionally establish their presence in this important, new medium."
However, the question I am asked most frequently is why as a medium, is social networking and in particular the development and utilization of groups rapidly becoming the most important vehicle for both connecting and maintaining a meaningful dialogue with an organization's targeted market.
Paraphrasing the old saying, "if your audience won't come to the mountain (i.e. your web site, webinars etc.), then bring the mountain to the audience."
What we are really talking about is meeting your audience where they are, at their computer at work and/or at home.
As more individuals use the Internet as a primary means of communicating, learning and cultivating opportunities of interest, creating the widest possible net relative to capturing and maintaining their interest is crucial to standing out from the noise levels that drown out the ability to establish a rapport that can, and often does lead to tangible business results.
A properly created and effectively (re diligently) maintained group can establish your organization as the subject matter expert, and thereby become the "landing point" for reliable insight and understanding for your specific area of practice.
It can also provide you with a controlled or manageable medium for obtaining market feedback on your industry as a whole, as well as how your product or service is viewed in the general market.
Like some companies, you might be surprised to find that your perception of the products or services you offer are not in line with how they are perceived by your targeted prospects. In one example, the terminology used by one vendor to describe their service did not exactly align with the industry's understanding of the same term. Going beyond the "you say toe-may-toe, and I say to-ma-to" semantics of the old song, this sometimes subtle "disconnect" is the difference between a meaningful dialogue with the prospect versus being put in the unenviable position of having to either "translate or educate" them about your product or service. In even the best of economies the latter represents an uphill battle. In today's challenging climate establishing a productive rapport under this scenario is a virtual impossibility.
Groups ultimately create a desired point of common reference with your market that stimulates discussion and leads to a better understanding of why you represent the best solution or service in your area of practice. Or as illustrated by a phrase from a recent PI Blog post, "a senior executive once told me, if you can't explain what you do and why it should matter to me in the time it takes an elevator to go from the main floor to the executive suit then we have nothing to talk about," groups are the ultimate vehicle for consistently and repeatedly delivering sought after information in a concise, convenient and most importantly collaborative manner.
To brand, or not to brand?
One final point is to determine the level or degree of branding. Depending on the product or service, as well as the targeted market, a "strongly branded" group might be perceived as an infomercial. In this instance, it is far better to act as the host or facilitator of the group strategically introducing your value proposition as a part of the normal discourse or exchange of ideas amongst the group's membership. This is similar to the analogy about a young boy's pursuit of a butterfly. The harder he tried to catch the butterfly with his net, the more elusive it became. When he quietly sat down, and put himself in the proper position, the butterfly landed on his shoulder.
Should you wish to learn more about social networking groups, contact me directly through my bio.
The Power of Social Networking Groups - To learn more about this author, visit Jon Hansen's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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