Social Networking as a Virtual Business Platform
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What started out as a way for college kids to interact online has grown into a craze that transcends age, geography, and even the work/life balance. It is Facebook, and it is everywhere.
Compared to many of my friends, I'm still a relative Facebook newbie, having joined less than a year-and-a-half ago. Of course, any Facebook user will know that it takes a fraction of that time to become addicted. Er...that is...to truly learn and appreciate the personal and professional value of such an interactive social networking site.
Originally, I joined Facebook for personal reason. My daughter had just been born, and I had friends and family around the country with whom I wanted to share the good news and adorable pictures. I also wanting to reconnect with people I hadn't seen in a long time, and who lived overseas where I wasn't able to visit. Since then, my entire 10-year high school reunion was planned on Facebook, my mom and all her sisters have joined the party, and I've really been able to re-establish and maintain friendships. There was a point when e-mail was the best thing since sliced bread - we all thought we could stay in touch with people with the click of a "Send" button. In reality, we all get so bogged down in work e-mails that it's actually hard to find the time to send a well thought-out, considerate e-mail to a friend, and we end up falling out of touch after all. Because Facebook is built on the concept of "status updates" and quick links and photo postings, we can take five minutes here or there to let folks know what you're up to, comment on their goings-on, and have more frequent, casual interactions with the people who matter.
All that said, Facebook has obviously become more than just a social networking site for friends. The over-35 age groups for men and women are the fastest growing demographics for Facebook users. Not only that, but as Facebook moves beyond the friends-and-family realm, more business owners are jumping on the bandwagon, creating Fan Pages for their businesses. Several remodeling companies, including some Big50 remodelers now have Facebook pages. Product manufacturers are using the service as well. Some businesses outside the construction industry have even started hiring interns or staff members with titles like "social media liason." These employees not only manage companies' social networking pages, but monitor the Internet for other social networking activity related to their brands.
And your favorite trade publications and events are also using Facebook now. Remodeling, Replacement Contractor, JLC, Tools of the Trade, EcoHome, ProSales, Professional Deck Builder, and The Remodeling Show live on Facebook, and are excited for you to become a fan! As I see it, companies can't afford not to be on Facebook, especially if their competitors are online and networking there. Incorporating your company into this realm of social networking tells your clients that you're current and hip to the latest technologies. That said, businesses shouldn't create a Facebook page that they don't intend to keep current. A stagnant page, like a stagnant blog, won't accrue fans, and if you don't have fans, what's the point?
As you mull that over, we want to find out if your company has jumped on the Facebook bandwagon. Take our survey (included below), leave a comment, or e-mail me to give your thoughts. (Better yet, check out our Facebook page and leave a comment there!) We're eager to hear how you're using social networking in your business. After all, we're all "friends" here, aren't we?
Lauren
lhunter@hanleywood.com