Choosing The Right Social Media Site For Your Business

Social media can be a lot like social life: fun, demanding, confusing, awkward ... and rewarding. As a rule, though--once we're out of high school--social doesn't dominate our lives. By the same token, most people believe there is value in social media, but need to manage the amount of time they invest in it. With the proliferation of social media channels, it can be tempting to throw up your hands and simply forget about the whole thing. Yet, as your mom told you long ago: Picking up your toys and going home is really not the best way to handle the frustrations of social situations.
Mom probably gave you another tip that applies here: Choose your friends wisely. When it comes to social media, there's something to be said for wise choices as well. It is essential that you select the best social media sites for your content marketing efforts to make the most of the social media time you have.

Instead of blindly following the in-crowd to the social site process, start with an approach we all wish we'd had taken in high school: "Where's the hangout filled with folks that share my interests?" As our social lives mature, we realize that the definition of the desirable social set is not the same for everyone. You should have a good idea who potential or existing customers are and the type of content they'll be interested in. Then, to narrow the social media playing field, you'll need to decide in which networks they are most likely to congregate (see chart).
Here is a quick set of considerations as you select the best social network(s) for your business:

Facebook is right for you... if you are building a community presence or want to reach as broad a network as possible. It is losing some traction among younger users, but with more than 70 percent of online adults actively participating in Facebook, it remains the most popular social media site by far. Not only does it have the most users, it is the most-frequently used, which demonstrates a high level of engagement. Sheer popularity may not be your primary criteria, however. Given that the primary reason people are so engaged with Facebook is to connect with family and friends, it may not provide the most effective medium for your business message.
LinkedIn is right for you... if you are in B2B or in another industry or role in which you can provide useful insights to people thinking about their work, seeking to make business connections, or looking for their next job. While LinkedIn is trying to broaden the scope of its information, most users are in work mode on LinkedIn so it is optimal for peer networking and industry-specific information. Given the high income and education levels of the average LinkedIn user, it offers a distinct audience worth targeting with the right message.
Pinterest is right for you... if you are in a highly visual industry with customers who will naturally seek to express themselves through images. However it can also work in areas that you might not consider visual at first glance. Think about your audience and their interests. Are they likely to collect images that will inform their product or service buying decisions? Are they deeply interested in a subject that can be visually represented? Given Pinterest's particular popularity among women, it is also the place to be if that is your market target. Inspire and inform them on Pinterest and you can create real engagement.
Twitter is right for you... if you want to reach both men and women, especially younger ones. It is also particularly appealing to "information junkies" so if your business lends itself to the provision of topic-based news or timely insights, Twitter is a great choice. As with Facebook, Twitter is more effective when it is a two-way platform in which you respond to and engage with followers.
Instagram is right for you... if, like Pinterest, you have a visual aspect to what you do and what your customers are interested in. Interestingly, its users also often overlap with Twitter so it can be good as part of a one-two punch. Given Instagram's appeal to specific ethnic segments and its popularity among urbanites, it can be a good choice for certain market targets.
Another (less popular) visually-centric site is Tumblr, which tends to attract a younger and less affluent audience overall, according to Business Insider. BI also looked at Google , which it found to be very male-dominated. Google has some interesting social community tools such as "hangouts" that are worth exploring if you want to create highly-interactive opportunities.
Alright, now you are ready to get past your social media anxiety and choose the platform (or platforms) that are right for you. Certainly, that means finding your customers where they are with the right kinds of content--be it original or collected from news, entertainment, sports or other trusted sources. But it also means being realistic about what you are willing and able to do in terms of interaction. Social media is, after all, a two-way channel so you need to participate in conversations that make sense for your customers and your business.

Credit: Inc., Standard Graduate School of Business

Phone Automation - How it can hurt sales!

Over the last decade or so, technology has evolved by leaps and bounds. Phone automation has also taken advantage of the advancements in technology, but that’s not necessarily a good thing when it comes to top-notch customer service.

When you consider how important first impressions are, it's essential that you put real human customer service at the forefront of your business priorities. Don’t frustrate your potential customers by having them listen to a computer voice telling them to punch numbers to navigate through multiple levels of complex digital menus. There is no replacement for a warm, helpful voice answering their question, and leading them into your sales funnel.

The Disadvantages of Phone Automation

Phone automation has gotten a fairly bad rap over the last few years, and here's how phone automation can hurt sales:

• Automated Systems Can Confuse Customers - With automated phone menus, customers have to focus and pay close attention to their options, before being prompted to press a particular button. Failure to do so could put them through to the wrong department or result in them hanging up the phone and going through the entire process again.
• Customer Satisfaction is Affected by Phone Automation - According to a study conducted by The Wall Street Journal, when outsourcing work-related jobs and using things like phone automation, 150 companies in North America saw their American Consumer Satisfaction Index score decline between 1998 and 2006. Feeling alienated can push customers away, so hire humans, not robots.
• Limited Options - Interactive Voice Recognition (IVR) is an alternative option that eliminates the pressing of buttons, but communication can be affected with this. Customer options may also be limited with automated communication.
• The System Might Malfunction - Imagine you were on the brink of making a sale or resolving an issue that a customer was facing, only for the system to malfunction unexpectedly? This could aggravate customers and may push them to do business elsewhere or write a negative review about your company's customer service. Even the slightest delay can make someone want to hang up the phone, so bear this in mind.
• Maintenance Cost of Equipment - Sure, there’s a cost associated with a human answering your phones, but the price of maintaining phone automation equipment could be higher. Furthermore, in the event that something breaks, business operations must be put on hold while an engineer deals with the technological error.

Although there are certain advantages of automated phone systems,taking out too much of the necessary human interaction can greatly increase costs via lost business due to frustrated clients and potential customers. With a personalized approach to customer communication, customers will feel as though you really care and long-term relationships are developed and better maintained. This can ultimately benefit your business in relation to reputation and standing out in your specific niche.