Second by Second, Social Media Matters

Social media is not only another way to chat with your friends, watch the latest YouTube videos or even just a way to read about current events. It’s more relevant than all of those things combined, and its impact on businesses can’t be explained in 140 characters or less, like a Twitter update. The value of social media shouldn’t be underestimated. When used strategically, it can be a driving force behind growing a brand and increasing customer loyalty. It’s all about being in the right place at the right time with the right message. At the heart of social media is the most effective and free form of advertising, word of mouth. But many companies mistakenly think the most important message is solely pushing products or services online, and fail to engage in conversations with current clients or ideal customers. Conversations are a crucial part of what makes social media, well social. At your fingertips you have direct access to hundreds— and in some cases thousands or millions— of people who are interested in what you’re doing or saying. Ignoring the opportunity to engage in those exchanges is a bad social media practice. It potentially drives people away, giving them an opportunity to share their negative experience with all of their fans and/or followers and possibly damaging your company’s reputation. For example, popular filmmaker and actor Kevin Smith tweeted he’d been kicked off a Southwest Airlines flight for being “too fat” on February 13. “Dear @SouthwestAir – I know I’m fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?” The airline used tweets and a blog to apologize to Smith, who has more than 1.6 million followers. “Our apology to @ThatKevinSmith and more details regarding the events from last night http://cot.ag/96KHC7 #Southwest” Southwest’s blog post, titled “Not So Silent Bob,” used social media to address the situation head-on. “It is not our customary method of Customer Relations to be so public in how we work through these situations, but with so many people involved in the occurrence, you also should be involved in the solution,” it read. The airline, which has more than 1 million followers, went on to apologize for Smith’s travel experience. “As soon as we saw the first Tweet from Mr. Smith, we contacted him personally to apologize for his experience and to address his concerns on both Twitter and with a personal phone call.” It’s just one example of how powerful social media can be. How quickly messages can spread especially if the conversations aren’t monitored closely and responded to swiftly, though it doesn’t always have to be negative. Social media also allows you to leverage your company as the industry leader, but you can’t just do it haphazardly. You must have a strategy to establish and implement a plan to communicate regularly with a clear, consistent and unique message. The key is having a social media planning and content management service that understands your brand and your marketing vision. The company must be managed by experienced marketing, IT and communications professionals who break through the clutter, keep up with the trends, determine your social marketing objectives and execute the plan seamlessly.

Foursquare could unlock key to new business

Many are calling Foursquare the new Twitter of the social media world.  And while the location-based social network is relatively new it does offer powerful marketing potential to businesses.

Foursquare is part city guide, part friend finder, part virtual game using GPS through your phone.  The free service, available for the iPhone, Blackberry, Android and Palm Pre, encourages people to keep up with where their friends go, explore neighborhoods and discover new places— including restaurants, bars, stores, etc.

If you aren’t already playing, the game gives you points for every location check-in and whoever has checked into the same venue the most is crowned Mayor— that is until someone takes over your coveted throne.

The more adventuresome the Foursquare user, the more points you earn along with unlocking badges for trying new places or returning to the same ones.

The app also allows you to upload tips about the location you’ve visited, including the best menu item to order, great specials or the salesperson gives the best customer service.

And it’s integrated with Twitter, sending automatic check-in updates to your followers and Foursquare friends at the same time—in some cases allowing you to meet up with friends. 

Here’s how it works:

• Add your friends from Twitter, Facebook, your address book, by name and/or by cell number.
• When you go somewhere, click on places and several nearby businesses will pop up as suggestions. 
• Once you find where you are, click on it.  You can “add a shout” to tell your friends what you’re doing there if you want and click on “Check-in here.  You get +5 points for checking-in at a new venue.
• Under the People tab, you’ll find other Foursquare users in the same location or discover who the Mayor is.  If you return more than anyone else you will become the Mayor… until someone else is more loyal and steals your title.
• If your location isn’t listed, you can add it and earn yourself +5 points.
• You can even add your own tips to other customers: “Ask for Tasha she is the best waitress” “Great fish and chips!”  “2-for-1 margaritas all day Saturday!”  Plus, you can view other people’s tips about places.
• Once you start checking-in to more places with different places, you get more points and start unlocking badges.  There are badges for traveling far away, being a gym rat and even the “Don’t Stop Believin” badge for going to Karaoke one too many times.

  And many businesses are getting in the action, offering free specials or discounts to the Mayor or customers who check-in frequently— say three or four times in a month. 

It’s amazing how effective a free coffee or happy hour specials along with a little friendly competition could be for bringing in new business or keeping customers coming back.

Foursquare has an estimated 300,000 users—up from 150,000 reported at the end of 2009.  Estimated demographics from Quantcast.com show 60 percent of the social media network’s users are 18-49, 71 percent are female and 45 percent have a household income of $60,000 to more than $100,000.

 TV networks see the potential a partnership has to offer.  Earlier this week Foursquare signed a deal with Bravo, allowing viewers to win prizes and badges for visiting more than 500 Bravo show-related locations including places the Top Chefs eat or the Real Housewives shop.