The pervasive quality and immediacy of online social networking has arrested the attention of corporate South Africa. The concept of utilising digital forums to talk to the market, boost sales, generate leads and advertise services is now a serious element in overall marketing strategy.
The growth in popularity surrounding initiatives like Facebook, which offer any end user free access to – as well as the opportunity and ability to manage – his or her own internet space is self evident.
Business must identify the strength of online social networking forums to up levels of exposure, generate leads and encourage referrals. The nature of the internet is such that it lends itself very well to business as an automatic, cost effective and simple way to advertise and attract attention.
More companies are assimilating their profiles and placing them on these websites to secure online presence. The introduction of Twitter and LinkedIn services added a new dimension to modern corporate communication and networking.
Today the business environment involves, engaging existing clients and prospective business partners, using online channels. It is a step-up from email, and the basic fact is that business is being conducted through online social forums.
There are a number of real threats posed to a business by unregulated engagement with social networking forums. These range from lower productivity, right through to the deliberate or accidental sharing of sensitive company data.
It is about striving for and attaining higher levels of visibility, or reinforcing competitive advantage by knowing what is being said, when and by whom in the market. But, as with any technology and initiatives that empower individuals and groups, there has to be a degree of responsibility. The onus is on the company to determine policies regulating access to social networking resources, and to better manage the process of what is being communicated. Information remains a business’ most prized assets – to encourage freedom and interact digitally is one thing, to do this with no policies, channels of responsibility or checks in place is simply asking for trouble.
The situation at present is that there are obvious marketing benefits associated with social networking for businesses to capitalise on.
However, the success and experiences will be influenced significantly by quality of product, reliability of the forum, the existence and strength of policies and procedures/checks in place, and dexterity with which decision makers approach the situation.
Reference:
Teryl Schroenn – Payroll World