Show­cas­ing your­self

Enterprise - - On the web -

Mar­ket­ing your prod­uct or pre­sent­ing ei­ther your­self or your com­pany as a brand may sound a bit pompous and pre­ten­tious, yet it has be­come the most ex­pert, Lon Safko, has urged busi­ness­men to make busi­ness pages on Face­book, re­fer­ring to them as an ‘ in­dex’ to their com­pany.

In­di­vid­u­als try­ing to sell their prod­uct through so­cial net­works have ap­plied the same mar­ket­ing strate­gies that are used for other me­dia such as tele­vi­sion; ra­dio, OOH, print, etc. Ex­ten­sive stud­ies have shown that by dis­play­ing your prod­uct re­peat­edly in front of your cus­tomers, it be­comes the first thing that strikes their mind when they need to buy that prod­uct. In other words the prod­uct be­comes top of mind. If in case they pre­fer a cer­tain prod­uct, then dur­ing non­avail­abil­ity of that prod­uct, they would choose the other prod­uct, as such, the ear­lier prod­uct ben­e­fits from its spon­ta­neous aware­ness. Fre­quently up­dat­ing your busi­ness page with rel­e­vant de­tails serves as a con­stant re­minder to your po­ten­tial au­di­ence and hence your com­pany ben­e­fits, if not as top of mind, but from spon­ta­neous aware­ness.

By up­load­ing dif­fer­ent al­bums of em­ploy­ees, work­ing en­vi­ron­ment, cafe­te­ria, con­fer­ence fa­cil­i­ties, etc., one can pro­vide oth­ers with a more clearer and re­al­is­tic view of the pro­fes­sional at­mos­phere. Such pic­tures make the of­fice en­vi­ron­ment ap­pear more hos­pitable and wel­com­ing.

How­ever, Face­book is gen­er­ally looked upon as an in­ter­est­ing means of killing time and not for job hunt­ing. More­over if one is look­ing for ex­pe­ri­enced em­ploy­ees for the ac­cept­able form of gain­ing recog­ni­tion in a prod­uct­sat­u­rated world. In the past few years, in­di­vid­u­als have ex­plored the process of mar­ket­ing their prod­ucts on var­i­ous so­cial net­works such as Face­book, Twit­ter and LinkedIn.

As the strong­est so­cial plat­form, with 901 mil­lion ac­tive users world­wide, Face­book un­der­stands the di­verse needs of its wide au­di­ence. It is not merely a plat­form where peo­ple can stay con­nected with their old and new friends and col­leagues but also al­lows you to make their busi­ness page for free. The fre­quent rel­e­vant up­dates on the page au­to­mat­i­cally gives it higher rank­ing in the search re­sults within a few days, mak­ing the page eas­ily ac­ces­si­ble to a wider pub­lic.

Face­book users are highly aware of the fact that any page they make serves as a free of cost ad­ver­tis­ing cam­paign that au­to­mat­i­cally sends up­dates to all prospec­tive cus­tomers, i. e. peo­ple who have liked your busi­ness page. In this sense it serves as the cheap­est and ef­fi­cient from of ad­ver­tis­ing, as it fo­cuses on an ex­tremely tar­geted au­di­ence. So­cial me­dia com­pany, Face­book is not the best plat­form as the num­ber of in­di­vid­u­als aged 35- 44 on Face­book are merely 18 per­cent as com­pared to the 29 per­cent in the 18- 25 slot. In con­trast, Twit­ter and LinkedIn have a higher pop­u­la­tion of in­di­vid­u­als aged 26- 34 ( 30 per­cent for Twit­ter and 31.2 per­cent for LinkedIn) as well as in­di­vid­u­als aged 35- 44 are 27per­cent for Twit­ter and 24.8 per­cent for LinkedIn.

Twit­ter is rel­a­tively more apt for busi­ness as the 140 char­ac­ters limit helps cus­tomers with short at­ten­tion span to eas­ily scan through the var­i­ous tweets. The same mar­ket­ing strate­gies are ap­plied to this plat­form, as con­stant tweets en­sure that your cus­tomers are fol­low­ing your ac­tiv­i­ties and are con­sis­tently re­minded of your pres­ence. Twit­ter is eas­ily ac­ces­si­ble as one can up­date posts through the use of SMS text mes­sages on cell phone.

One draw­back of us­ing Twit­ter is that users of­ten tend to fol­low nu­mer­ous com­pa­nies, in­di­vid­u­als and celebri­ties, and there is a ma­jor chance of sev­eral tweets be­ing over­looked.

LinkedIn was de­signed specif­i­cally for busi­ness net­work­ing. It is the per­fect plat­form for post­ing your re­sumes, ref­er­ences, ar­eas of spe­cial­iza­tion and job his­tory. It is highly rec­om­mended to par­tic­i­pate in the ques­tio­nan­swer sec­tion, pro­vid­ing your opin­ions to solve queries posted by oth­ers. Oth­ers can tag your an­swer as ei­ther ‘ good an­swer’ or the ‘ best an­swer’. By an­swer­ing many ques­tions you would emerge as an ex­pert in the field. Uti­liz­ing the dis­cus­sion board to flaunt your knowl­edge in your area of ex­per­tise can also be use­ful. Mak­ing use of the add- on to share slideshows and pre­sen­ta­tions is also an ef­fec­tive way to dis­play your skills. In a nut­shell, your pro­file must mir­ror your pro­fes­sional po­ten­tial.

De­spite these fac­tors, one ma­jor draw­back of us­ing LinkedIn is that ini­tially, when two in­di­vid­u­als have a 1st de­gree con­nec­tion, it sug­gests that both are well- ac­quainted but now in­di­vid­u­als are con­nect­ing with peo­ple they hardly know. In this way it has lost its essence in be­ing a re­li­able source.

Nev­er­the­less, when com­par­ing the three so­cial net­works, LinkedIn emerges as the most pro­fes­sional net­work­ing tool, pre­sent­ing it­self as a gate­way to job op­por­tu­ni­ties for many in­di­vid­u­als.

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