in your face

CHAMBER_PICTURES_004 One of the clearest examples of the power of the internet was the way in which Susan Boyle was propelled from her “mundane and routine” life in Blackburn, West Lothian, to overnight international stardom and millionaire status. More than 120 million viewers watched her “Britain’s Got Talent” rendition of I Dreamed a Dream on You Tube and she has now achieved the ultimate accolade of a mention on The Simpsons.

But the potential power of You Tube, Facebook, Twitter, Linked In and the like is not restricted to entertainment and social interaction and an increasing number of businesses are turning to social networks as a powerful and valuable communication and marketing tools.

Neil Watson, Systems and Resources Manager for Aberdeen & Grampian Chamber of Commerce, believes it is important for business to embrace social networking and has some valuable advice on the best way to do it.

He points out that Facebook, now the largest social network, was launched from a Harvard dorm room in February 2004. Within a month it had more than 1200 students signed up and now has 350 million users and up to 50% of which can be online at anytime.

“Facebook is one network which the Chamber is using to help promote its activities,” he said. “Both the Events and Training teams have their own pages on which they provide details of forthcoming events and there is now clear evidence that they are having success in securing bookings as a result of their postings.”

Linked-In, Twitter, MSN, blogging and forums are also being used as free marketing resources for promoting Chamber business.

“At the moment the Chamber is experimenting with a range of social networking tools to discover which of them work best and then we will narrow it down,” said Neil, “ but at the moment is really a case of the old adage – ‘50% of the advertising works, but we don’t know which 50%.’

“What we did find though is that by using social networks, we are reaching new groups of people, usually younger people, who are interested in our events and our training courses who have not traditionally been involved with the Chamber. And within a few days of putting our events on Facebook, for example, we got events bookings from people who had never before attended a Chamber event.

“We can also use these sites to follow other organisations and find out about any events or conferences that tie in with what our departments do and it’s another way of finding out what people are discussing and what their issues are or what other people are working on.”

Neil said it is important to plan how, when and which network you will use.

“Social networking is the same as traditional room networking - it’s what you do and say when you are there which dictates what people will remember about you or your business. With online networking the posts you read or invites you receive will not necessarily require an immediate response and are often more of a marketing tool to let you know what is on offer or what they are doing at that time.

“Social or online networks are an extension of traditional networking techniques. If you have a message to get out and you have Facebook set up so your posts show on your friends’ pages you can reach thousands of people. The average Facebook user has 180 friends so if you are ‘average’ then 32,400 people could potentially see your messages. You can also invite your friends to get their friends to join your group, have discussions and participate in events you are promoting so you can just keep extending your network. Use wisely and free marketing is the result.”

Neil says Twitter is an excellent way to disseminate information at no cost or develop a source point for relevant information for members, clients and potential customers while LinkedIn is more about individual members of staff networking with associates from other companies helping them build strong lists of valuable contacts.”

The increased interest in use of social networks is mirrored by the increasing usage of the Chamber’s website, further evidence of the growing power on online forms of communication.

“Over the last year the Chamber’s website development has led to more registered users and our aim is to make more information available specifically for our members. Briefing papers and presentation materials are already being posted after Chamber events in our member registration area. Special advertising offers will also be posted to members in the registered area.”

Because the Chamber sees social networking as a valuable asset for its members, staff can access it for business purposes and Neil believes companies should give serious consideration to encouraging its use.

“I believe other companies should consider making use of these networks if they think it will help their business and in doing so should ensure their staff is briefed on the company policy for its appropriate use,” said Neil.

He said that companies should also consider whether they want to restrict staff access to social networks for personal use and what the pros and cons of that might be.

“Some companies might even compare time spent on social networking sites by their staff to lost time in tea breaks and cigarette breaks or to time and money spent by staff on sending personal emails or on personal calls.

“What it should really come down to is effective company policy which includes an element of trust. It is also important that staff members have been fully briefed on their company’s expectations.

“Social networks could help spread the word for your business and in combination with traditional marketing it could be a real winner. It’s a valuable and not to be underestimated form of two way communication – they let you get your messages out and in term channel information back to you.”

Introduce an internet and email policy

The internet is an essential tool for many businesses. Email and the web offer a variety of ways to improve communications with staff, customers and suppliers….Read more at this link www.agcc.co.uk/internetemailpolicy

Collection of Top Tips for social networking sites

We have pulled together some information with top tips for a more successful and safer use of the social networking sites. Read more at this link www.agcc.co.uk/social-networking-top-tips

To name but a few… networking and membership organisations in Aberdeen.

www.aberdeen.thebusinessnetworkonline.com

www.aberdeenbusinessnetwork.ning.com

www.agcc.co.uk

www.aberdeenentrepreneurs.com

www.businessnetworkscotland.co.uk

www.abn-network.co.uk

www.scdi.org.uk

www.oilandgasuk.co.uk

www.bni.co.uk

www.dln.org.uk

www.iodscotland.com