• Facebook is becoming an increasingly popular way for merchants to market their business, with 70 percent using the social network for marketing, up from 50 percent one year ago.
• Facebook has now surpassed Google (66 percent) as the most widely used marketing method amongst local merchants, and is almost tied with Google search (40 percent) as one of their top three most effective marketing methods, with 37 percent rating Facebook as one of their most effective tools.

Whether you’re one of the millions of today’s social media junkies, or you consider them to be the world’s biggest waste of time, social media are having a huge impact – on individuals, and of course, on organizations.

Regardless of your personal preferences, your business needs a proactive social media strategy.  Why?  Doing nothing is akin to management by abdication.  It’s a guaranteed recipe for gossip, disinformation, lack of innovation, loss of talent and even loss of competitive advantage.

If you’re still new to the world of social media, or struggle to use it effectively, here are some ways to use resources like LinkedIn and Facebook to keep your company strong and healthy:

Focus your efforts. Create a system to make sure your social media activities align with your business objectives (e.g., If you use LinkedIn for client prospecting, develop and formalize a company-wide strategy and list of accepted practices.)  Likewise, resist the urge to join every available network.  Do your homework up-front to determine which sites are likely to be the most beneficial for your business.  Otherwise, these sites can wind up being a tremendous waste of time and effort.

Position yourself (and your company) as an expert. Whatever your area of specialization, you can use online networking to showcase your talent and expertise:

• Be a leader, not a follower. Develop thought leadership in the food & beverage industry by posting articles that identify trends, cite the latest research and are generally ahead of the curve.  Timely, relevant information is extremely valuable to your clients, prospects and other contacts.
• Attract top talent. True professionals stay on top of their fields by constantly seeking out new information.  Become a trusted source they turn to.  Write and post articles about the topics most important to these individuals, and you’ll attract the top performers you need.
• Answer a question in your field to attain expert status within your network. If you’re selected as providing the best answer to a particular problem, it will show up on your LinkedIn profile.  Providing answers is also a great way to strike up an online conversation with a new contact and begin building a relationship.

Draw traffic to your website and blog. Link these to your LinkedIn and Facebook profiles and reference them in your tweets to get more people reading about you and your company.  If you adjust your LinkedIn settings, it will automatically send a notice reminding your contacts to come see what’s new.

Expand your networks. Networking is the number one way small businesses find employees, suppliers and strategic partners.  Make it easy for others to connect with you.  If you haven’t already, place links to all your social media accounts prominently on your website and blog to encourage more people to friend you, follow you or join your network.

Get active and stay active. You may get some minimal value from passive participation, but you have to be at least moderately involved on a site to derive any real business value.  So don’t be a social media couch potato.  Focus on growing your network.  Post.  Blog.  Refer.  Recommend.  Follow-up.  The more effort you put into your social media activities, the greater the results you’ll see.

Kinsa uses a number of social media platforms, including Twitter, Facebook, and LinkedIn, to strengthen our business relationships and recruit the nation’s top food & beverage professionals and executives.  How are you using social media to drive your business?  We’d love to know.  Please leave your comments below.

Find the right site for your career interests.  Begin by browsing the different “networks” provided by major sites like LinkedIn and Facebook.  Click through each network’s subfields to determine which sites have areas that match your needs and interests.

Build your profile carefully.  When creating a profile for career purposes, make sure that the information you post is accurate and appropriate.  Start by reviewing other profiles, then mirror the style and content of the best ones.

Choose an appropriate profile picture.  Your picture makes a critical first impression on a recruiter.  Be sure it’s a positive one.  Only post pictures that are “neutral” (i.e., not sexy, costume-like, or potentially alienating) and appropriate for business.  If you already have a profile picture, review it with a critical eye to ensure it prepresents you in a professional manner.

Maintain distinct identities.  If you use sites for both personal and professional purposes, separate your virtual lives by establishing dedicated social networking pages.  Direct all co-workers and business contacts to your professional page and ask them to “friend” you there.

Manage your privacy settings.  Take advantage of the technology sites like Facebook offer to limit what potential employers can learn about you.  Like other features, privacy options are continually updated – revisit them periodically to ensure your settings keep details about your religion, political beliefs and relationships private.  As a rule of thumb, assume that everything you post is public, except what you explicitly designate otherwise.

Post content, links and news.  Post timely content that highlights your professional area of expertise.  By including relevant links on your profile, you: demonstrate your concern about developments in your industry; position yourself as an informed expert; prove your commitment to improving yourself as a professional.

Garner recommendations.  As your online professional network grows, seek opportunities to obtain and post recommendations from superiors, co-workers, subordinates and satisfied clients.  Their third-party perspective gives readers a more objective view of you as a professional.

Strengthen ties to colleagues by posting referrals for them.  Nothing will endear you to someone more than helping him in his career.

Complement your social networking job search activities.  The Kinsa Group, a nationwide recruiter of food and beverage industry professionals, provides the perfect complement to your online networking activities.  Because we work directly with leading industry employers, we provide you with access to a multitude of rewarding professional opportunities that never make it to job boards or other online channels.  Register online today.

 
If you want to use FB as part of your marketing/media strategy, but are unsure just how to get started, you’ll appreciate this quick article I found onWebWorkerDaily.com about using Facebook to enhance your business.

Looking for other ways to enhance your business?

Remember, Kinsa Group provides recruiting and assessment services to help you find the experienced food and beverage industry professionals your organization needs.  Please visit our website to find out what we can do for you.