All a Twitter About Social Networks

 

Turning social media networks into marketing platforms for business requires a well-thought-out plan before jumping into the fray. Facebook, Twitter and other online social arenas offer companies alternative means of reaching their customers, but there is a caveat: the public can — and will — talk back. Done right, marketing using social networks can win over new demographics; done wrong, the company seems as awkward as a parent struggling to be hip to communicate with a teenager.

 

Hugh Preece, managing partner at the Salt Creek Grille, in Princeton, said using social media is more effective than sending e-mail.

“Twitter grabs more attention than e-mail marketing, because it’s instant,” he said. His restaurant, like many businesses, is exploring this new frontier to keep the attention of a harder-to-reach audience. “Ten years ago, e-mail was the big trend. Now, it’s social marketing. I think social blogging, like Twitter, will phase out e-mail” campaigns, he said.

Twitter.com is a popular Web communication site that allows users to post brief updates, called “tweets,” for others to read. Each tweet is limited to 140 characters, so users must write concisely. Quick-hitting tweets can alert others to breaking news and personal announcements, or include links to special offers from a business.

Eleanor F. Kubacki, chief executive of advertising agency EFK Group, in Trenton, said her clients are increasingly looking for ways to better connect in this new digital frontier.

“Our business has radically changed in the last six months,” she said. “Most of our clients want social networking marketing opportunities.” She said while some traditional forms of media are not realizing their former effectiveness, social media is still a shot in the dark. “It’s really in its infancy,” Kubacki said.

Scott Marioni, executive vice president with R&J Public Relations, in Bridgewater, said social media is growing in significance, but still only part of the overall mix for marketing. “There’s a temptation for people to think social media is the be-all and end-all of modern communications,” he said.

Marioni said businesses should not assume social media is just mere amusement. Linking social channels such as LinkedIn, Facebook or Twitter to Web sites that offer more information can make a simple message more substantial. “That Twitter account should be tied to a blog, Facebook presence or a separately branded site,” Marioni said.

Preece said his restaurant set up a Twitter account, @SCGPrinceton, in late March to reach out to more patrons. Salt Creek Grille uses its daily updates to alert customers to drink specials and scheduled musical performances. Preece said plans are in the works to offer special deals to its followers. “We’re in the process of putting together an online coupon specifically just for Twitter. The restaurant’s followers can download the coupon, print it out and bring it into the restaurant,” he said.

A “follower” on Twitter is any user who chooses to receive regular updates from another user. As of late April, Preece said the restaurant had some 80 followers on Twitter. The restaurant promotes its Twitter account on its own Web site to encourage patrons to follow its updates.

In spite of its current glamour, Twitter is just one option for marketing through social media. Facebook, which allows for more extensive Web designs and features, remains a popular place for users to share updates and other messages.

Marioni said asking how to make money from social media may not be the right question for businesses to ponder.

“I think most people are probably savvy enough to know you can’t draw a line directly from a Facebook page to the impact on the bottom line,” but building relationships with constituents through social sites will ultimately contribute to a company’s success, he said, in ways that may not be quantifiable.

Kubacki said while many companies want to engage in social media-based marketing, she warns that few know what to expect. Taking time to understand how the new playground functions can save businesses from a few headaches.

“Corporate America isn’t quite ready for this interactive marketing highway that we are going on,” she said. “With this two-way street, they can’t control [the interaction] anymore.”

E-mail to jpruth@njbiz.com