TECHNOLOGY THE AR
O SOCIAL
NETWORK G
Done right, social media can be a powerful tool for attracting new customers and building a loyal fan base. SDA Solutions’ managing director Stuart Dyson talks through the risk and opportunities, and we look at some leisure businesses making it work
Stuart Dyson Founder and managing director SDA Solutions
customer numbers, and having people talk positively about your operation can have a huge impact on your business. Imagine being able to generate this buzz at very little cost. This is exactly what social networking can offer. Research from Nielsen claims that 22 per cent of all time online is spent on social networks, with Facebook alone boasting an astonishing 500 mil- lion users. To non-users, these sites may seem a light-hearted way to frit- ter away time, but in fact they are an increasingly powerful method of communication which can form an effective sales, marketing and reten- tion tool for any business. Anyone can produce content for social media sites. What’s more, in theory, it costs nothing. But the key is integrating and coordinating social media with your existing activities. Social media makes perfect sense
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for independent spor ts clubs like the Rushbrooke Lawn Tennis & Croquet Club in Cork, Ireland. Take a look at
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ord of mouth recommenda- tion is often the best and cheapest way to increase
its Facebook page and you will quickly sense from the regular updates and comments that it has established a vibrant and active community at zero cost. A Facebook page is very easy for smaller organisations to set up and maintain as it’s a natural exten- sion of a network of friends. Larger operators have to work harder
to build a community, but social media has made it easier than ever. Take a look at Facebook pages for foot- ball clubs like Arsenal, Barcelona, Manchester United and Real Madrid. They’re making good use of the land- ing page and are clearly integrated with their websites, ecommerce and sign-up.
THE CONSUMER HAS THE POWER The foundation for successful social networking is based on the principles of trust, sharing and reciprocity. Get this right and your customers will become your best salespeople, creating a stronger bond for all concerned. Get it wrong, however, and your problems are played out in the full glare of the web. This is because of a fundamental shift in power. Rather than being pas- sive consumers, the community is actually often the most valuable part of the product. People will look at reviews and ratings from other users and base
Read Leisure Management online
leisuremanagement.co.uk/digital
their decisions on these comments, often without your input at all. If you’re providing poor service, a simple post on a social networking site means everyone will know about it immediately. In the early days of social media, some companies tried to bombard communities with overly com- mercial posts and patently self-serving content. The built-in self-regulation of social media then comes into play, as untrustworthy contributions are vigor- ously challenged or simply ignored. If you disregard customers’ com- ments, your brand reputation will be eroded. However, if you address any issues well, you have the chance not just to win over one unhappy cus- tomer, but to impress many other potential customers. People will be talking about you whether you like it or not, so you need a strategy to ensure your brand is protected. The challenge for those new to social media is understanding that they’re faced with a completely new paradigm for business communication. The best thing you can do is to create a great place for people to talk about you, and then get out of the way. You provide the room, but the party has to happen on its own.
www.uk.linkedin.com/in/stuartdyson
ISSUE 2 2011 © cybertrek 2011
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