Socially Network Your Business TALKING SHOP
touch with friends and family. But as these sites become more widely accepted, they are also being used to promote businesses. You too can jump on this bandwagon. Just spend a little time searching online and you’ll find that many
T
businesses around the world are creating an online presence, whether that is to publicise products, events or their brand. Go to Facebook, for example, tap in ‘shoe shop’ and you’ll see a number of
groups that match your search. Refine the search to ‘business’ and you’ll find – at the time of writing – 225 business sites on Facebook with a shoe interest. Those with sites, such as Samana - The London Shoe Co SS09 (123 members), Stunning Kids Shoes (95 members) and Poole based Shoe Cobbler (55 members) have millions of potential visitors who can view business contact information, links to their website, detail on events and photos and videos of, say, products or premises. Search for ‘Clarks shoes’ and you’ll find 151 sites from those who want to Clarks to ban toys in shoes to sites for past and present Clarks employees as well as the official Clarks page. The real bonus here is that followers of each site can discuss common matters of interest. You could do the same. If you are at a show, it wouldn’t take much to create a specific site for it and that’s exactly what the organisers of the GDS 2010 have done. But there are other ways of going online, blogging, is another good
example. With free online tools such as Wordpress you can create a comment or chat orientated site on the web. By going down the paid route with Wordpress you can get a personalised Wordpress address, extra storage and the ability to post video. Blogging sites are great at creating a community where the site owner becomes the moderator and in effect, creates an industry name for themselves. Blogs are worth considering – there are over 181000 shoe blogging sites
and posts on Wordpress alone and there are alternatives – Google ‘blogging sites’ to find them. For example, a quick search on Wordpress shows discussions on different types of shoe stretcher, a look at the 2009 Drapers Footwear Awards, comment on the collapse of Barratts Shoes and detail on Clarks Original Weaver Camel Suede shoes. Maybe Twitter is something that you should consider. Unlike a website or
the likes of Facebook, Twitter is much simpler in that is only allows users to post 140 character messages. Tweets – the messages – can be used to create huge followings. Again, just tap in ‘shoe’ on Twitter and you’ll find thousands of relevant messages. Anyone of which you can repost to your followers. Alternatively, you can contact the original poster of the message via ‘direct message’. Either way, Twitter is another way of you reaching potential customers as they follow your regular messages. A search of Twitter at the time of writing brought up posts that covered discounted shoes on Amazon, a link via Nectar to earn extra points when buying Clarks shoes, detail on a
witter, Facebook, MySpace, Linkedin and Plaxo are just some of the names in the world of online social networking which no doubt you will have heard of. It’ll be a safe bet that most people, yourself included, would say that they use social networking sites to keep in
sale at Schuh and the latest ranges shown at London Fashion Week. Take another look at the GDS 2010 website and what do you see? A link to follow them on Twitter. Social networking goes beyond discussing issues or comparing notes.
With other sites such as Linkedin or Plaxo, you can keep in touch with colleagues, past and present. Aimed more at ‘professional’ rather than ‘social’ relationships, once registered, you create a profile which lists your career experience and contact details. From here you search for people you know whilst seeing their connections to other like-minded people. As Linkedin says, you can use their service to ‘develop the relationships you need to grow your own business’. In this context, you might find it a good method to find new products or staff. It’s rather like joining your local chambers of commerce, but online and with people with something more in common than being local. Try, Googling ‘shoe retailer on linkedin’ and you’ll find links to a former managing director of Loving Shoes and the owner of
shoes.co.uk Ltd amongst others. Alternatively, tap in ‘Clarks Shoes linkedin’ and you’ll find a direct link to the C&J Clark Ltd page. Blogs, social networking sites have a number of benefits over anything on
paper. Most notably, they are all indexed and searchable. In other words, anyone can find you – and your rivals – with a few keystrokes. Next consider that all of these sites can be updated whilst you are on the move. The iPhone and Blackberry in particular, have dedicated applications for these sites. You can also use these sites as a recruitment tool. Indeed, many firms use social networking sites to look for staff and to check up on staff that they are hiring. A February 2010 report by HR Magazine* said that 41 per cent of HR managers questioned have rejected a candidate based on their online presence. You too could follow up a CV by doing the same. However, be careful that you reject a candidate for fair reasons though. Candidates have rights too. So when it comes to actually updating your site, don’t blast your followers with piles of adverts or reams of self-serving information about you. Social networking sites, in a business context, should be used to show followers what you can do for them. So aim to get followers engaged with interesting news, developments in your business, shows you are attending, promotions you might be running and so on. You could have a ‘deal of the day’ which features on your networking as well as your business website. Also, why not involve followers by asking for, and acting upon, feedback? Everyone who offers constructive comments could get a discount voucher. You get comments and repeat business. They get to air their views and a discount. But whatever you do online, ensure that you follow the law regarding
copyright, trademarks and defamation. You need to proactive in monitoring any comments posted on your sites; it could cost you dear if you allow a discussion or you post a negative comment that someone considers to be untrue. Remember, social networking won’t make bad products or services better.
What they can do is spread the word when you build a reputation. However, that ought to be a catalyst to betterment – bad news travels just as quickly as good news.
Amazon.co.uk feature several books that may be able to help you take advantage of social networking. Search for ‘social networking’ in books.
*
http://www.hrmagazine.co.uk/News/MostRead/980596/Candidates- online-reputation-becomes-new-CV-almost-half-HR-directors/
36 • FOOTWEAR TODAY
• AUGUST 2010
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