Earlier today, one of my contacts, Rachel, posted on Facebook the following:Know anyone that needs an internship (there is a small stipend) …See below: message me for the inside scoop. Successful Construction and Real Estate Services Company is seeking an Intern to assist with Setting up our Social Media Marketing Platform. We’re an established business constantly looking to grow and expand. We are looking for someone who is dedicated, committed and takes pride in their work. If you enjoy social media and would like to add a successful campaign to your portfolio, this opportunity will allow for you to showcase your talents and add to the bottom line in a measurable way. Experience with Facebook, Pinterest, Linkedin, Instagram are a MUST. Understanding and experience with Facebook Ad Campaigns are a plus.NYC Area only. This is a Paid Internship with a dynamic team located in Manhattan. Hours are flexible.
I was really excited to read this post. I’m a big fan of Rachel’s, because she introduced me to the team who created my Overture and she’s a great person. This opportunity sounds wonderful, but unfortunately, I have a full time job already. However, I had so many ideas, I had to write them down. Here are my top 3 recommendations for this organization.
1. Be useful. Lots of companies have websites, but often they don’t have any recent information. Having a company website with the last update longer than 6 months ago is no longer acceptable in 2014. What kind of projects have you been working on lately? What projects have you enjoyed most? What stories can you communicate visually to get people excited about what you can do? These things are all important because they show you’re a passionate, relevant, progressive organization who’s interested in using technology to move forward.
In his book “Youtility”, Jay Baer has an introduction written by Marcus Sheridan. Marcus details his failing pool business, and how he turned it around. Essentially, he answered every question he could think of about pools on his blog. He gave in-depth answers to complicated questions, and became a resource for those looking for information on pools. He eventually found that after a visitor viewed 80 pages on his site, they were 75% more likely to purchase a pool from him. Those are impressive numbers, but what’s more important is that he quickly became a trusted resource with helpful and valuable information with nothing to hide. Word of mouth takes on a much wider range online than it ever could in-person.
The website for River Pools gives some good information, but the real meat is found on their blog. Here’s a sample of the most recent posts.
Why not do the same thing by making an informative YouTube channel? Make short videos answering the most common questions that homeowners ask on the initial visit. Show why it’s important to work with a construction and real estate company. Take your time with making the videos, but edit them to be less than 2 minutes, because that’s how long most people’s attention span would be (unless there are some really attractive shirtless people in it).
2. Be engaging. What are people talking about? What are they looking for? Find out, and start providing them answers in a way that shows your passion for the subject. One of my favorite activities is to go on Tweetdeck (a utility for using Twitter) and search for a term like “computer” and “help” or “?”. Then I just start answering questions or giving suggestions. It’s a great way to engage with people, build connections, and begin to be recognized as an expert.
The problem with hiring a person for “Social Media” is that they don’t know your business and they don’t have your passion for the work you do. You’re the one who knows your business, and you’re the one in the best position to provide useful information. If you’re too busy, then having someone else provide the information won’t give very good results. Who at your organization knows the most about the way the business functions and what potential clients want? Who at your organization has the most passion for what they do? Train that person to begin using social media. Start small. Pick only one platform. But focus on being engaging, telling stories showing what you can help people accomplish, and providing valuable information on that platform
3. Be local. When I search for a person or company to address a specific need, I always end up typing the name of my area into the search box. If I find someone that fits the bill but is 3,000 miles away, what good does that do me? The best thing to do is work on being useful and engaging with other people from the area. This way, you’ll be known as the local expert.
When I use Tweetdeck (like I mentioned in #2), I can search within a specific radius of an area. So I can search for “computer” and “help” within 5 miles of my house – or just search to see what people around me are saying. It’s a powerful tool to start building local connections. There aren’t a lot of tweets the more local I search, but each one is close to my house and therefore easy to create a connection with.
I have plenty of other ideas of ways to really launch a social media platform within a organization. Contact me for more. I love giving away ideas for free. I’m unusual that way.