Branding Your Business Using Social Media

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We all know about the dangers and benefits of using social media in our personal lives and the importance of personal branding. But these outlets are equally as useful in the business world. Sites such as Facebook and Twitter are increasingly being used as marketing and publicity tools for companies. And when budgets are tight, using these sites can be a cost-effective solution to branding and marketing needs, especially for a young organization.
 
Create a Facebook group or fan page
This is a simple and effective way to brand your company, connect with your customers and gain traction. Your company page should present a strong, uniform image to all members and visitors--your logo, mission statement and information on the company, including leadership and products or services offered, are all vital ingredients to a successful page.
 
That's the easy part. Stirring up activity on the page, and drawing traffic is much more difficult. Interaction is critical in acquiring and retaining members; regularly posting news about your company or articles that relate to it can help achieve this goal.
 
Sites like Facebook give entrepreneurs the opportunity to speak directly with customers. When users become members of companies’ groups or “like” their fan pages, they are able to message businesses or post items on their walls. Professionals can answer questions and respond to any issues people may have, which can help to build a solid client base. Businesses are not only able to give customers the answers they are looking for, but provide it on a more personal level, adding to their likeability.
 
Social media and damage control
Social networking sites get the word out quickly to the masses, and this can work to a company's advantage in terms of damage control. It also leaves a company vulnerable to very public negative feedback. The trick is in the response. Consider the Nestle Co. versus Greenpeace affair, for instance.
 
Nestle recently received bad publicity because the company was buying palm oil from suppliers that were contributing to the destruction of rainforests and, in effect, the death of orangutans. Greenpeace fired back with a campaign against the candy company. When supporters of Greenpeace attacked Nestle on its Facebook fan page, its handlers responded with rude comments, even deleting some people’s posts, which, in turn, generated more bad press for Nestle.
 
Transparency is crucial in customer satisfaction. And, unlike in the example above, social media sites can be used for damage control, rather than damage continuation, by addressing concerns and not responding defensively. 
 
Using Twitter with your business 

Twitter is a live feed of posts, so it’s especially important to regularly refresh the content. It’s not necessary to bombard followers with tweets--which can dilute the impact--but posting a few different items a day can maintain engagement and attract interest. It can be anything from news pertaining to your business or expertise, or the latest reports from your organization. 
 
Twitter allows users to find and follow others from around the world. Take time to set up the account and look for similar companies as well as potential clients or customers to follow. Build up a database of connections--many times, thoe you follow, in turn, will add your company to their feed, leading to more exposure and publicity.
 
Following other startups and more experienced professionals can offer valuable learning opportunities. What are they doing differently? Does it seem effective? Similarly, following potential customers will help you find out more about them, allowing you to tweak your business approach and maintain a high level of customer satisfaction. Direct messages on Twitter also give users the chance to network on a more intimate level and can lead to business relationships.
 
As young entrepreneurs, using social media sites to benefit a startup is a smart business move. But tread carefully and realize the differences between using these sites for personal and business purposes. Keep things professional and utilize all of your networking sites to brand and market your company effectively.
 

Megan Linebarger is a communications officer for Northeastern University's IDEA program. She is writing a bi-weekly column on young entrepreneurship.

 
Read more from Megan Linebarger on tips for a sound business pitch.
 
(Illustration credit: Matt Hamm; C.C. 2.0)