More than 90% of Charleston-area businesses using social media said in a Daily Journal e-mail poll that they useFacebook, but businesses were split on the effectiveness of those tools.

When asked to evaluate social media tools, slightly more businesses said they found Twitter (26.5%) useful when compared with those who prefer Facebook (24.5%). Both services were considered the most useful out of all the tools listed, with blogging coming in third at 15.1% and 17% saying they find none of the services helpful.

“It’s probably that they haven’t dedicated the right amount of time and thought to managing social media,” said Lyn Mettler, president ofStepAhead Inc., a Charleston public relations and marketing firm that specializes in brand awareness and social media. “I always say social media should be, in a dream world, a full-time job for somebody.”

She said companies use strategic social media campaigns to generate sales leads, interact with customers and build brand awareness, but it’s important to have reasonable and attainable expectations.

“If you expect it to bring you in just tons of business, that’s not goingto happen either. I think it’s a tool about building awareness of your brand,” Mettler said. “You have to be on there quite a lot and have a strategy.”

Mettler said a lot of people stumble because people think they can set up a free Facebook or Twitter account and post occasionally and generate a lot of sales leads.

“That’s when social media becomes a waste of time. You need to give it all you have or not do it at all,” she said.

Several large companies, such as Comcast and Blackbaud, use social media to interact with customers and handle problems by responding to online postings. Mettler said StepAhead manages customer service issues for Myrtle Beach Hotelsonline reservation service when there are problems with a room or a customer isn’t happy.

“We deal with customer service issues for them almost on a daily basis,” she said. “You’re top-of-mind, and you’re one click away.”

Several of the businesses that commented on the Daily Journal poll seemed to use several social media tools and understood what to expect from them.

One business uses Facebook to connect with potential customers.

“Facebook because the people there already know me and are sold when they contact me.”

Other comments:

• “Twitter has been a great way to get in front of potential clients and demonstrate our expertise.”
• “It’s more of a three-way tie: Twitter, Facebook and LinkedIn combined are more than the sum of their parts!”
• “Twitter can be useful for local virtual networking but LinkedIn has actually brought me new clients.”
• “Hard to give direct exact results — allows us an opportunity to communicate and listen.”

The popular restaurant group, which owns nine local restaurants, has engaged Step Ahead Inc., a local firm that specializes in social media marketing, to launch a social media campaign.

The campaign will include a Dine With Sal Facebook page, Twitter account and Foursquare profile. Foursquare is a smart phone application that lets users “check in” at different locations to win points and see where their friends are. Users who frequent a particular spot more than anyone else in a given week become the mayor, and users also have the opportunity to earn “badges” for various activities.

Locals can soon look for specials for those who “check in” on Foursquare and for “mayors” of the group’s restaurants.

“We’ve noticed our customers are becoming more active on their smart phones, ‘tweeting,’ checking in on Foursquare and other activities,” said Sal Parco, owner of Dine With Sal Restaurant Group. “We decided it’s time to reach out to them through tools they enjoy using and feel like this is a very powerful way to directly connect with our customers and encourage new and repeat visits. We’re really excited to see the response to this campaign.”

Dine With Sal restaurants include Mustard Seed, with locations in Summerville and Mount Pleasant and on James Island; Boulevard Diner on James Island and in Mount Pleasant; and Sette, Uno Mas, Long Point Grill and the Village Bakery in Mount Pleasant.

http://www.charlestonbusiness.com/news/34174-on-the-menu-for-may-11-2010

Services like Foursquare, Gowalla, Brightkite and Loopt are free smart phone applications enabling users to “check in” anywhere from a grocery store to a coffee shop to a restaurant. Foursquare, the current darling that is catching on fast in Charleston and across the country, lets users earn points for checking in and, if you’re the latte lover who checked in the most at the local coffee shop this week, you’re deemed the “mayor.” You can post tips, suggesting friends try a particular sandwich or stay for Friday night happy hour, see where your friends are, earn badges for your activities and share what you’re doing through Facebook and Twitter.

Businesses and organizations that have accounts on Foursquare can target users with specials, discounts or other useful information. They can reward the “mayor” with free French fries or 10% off a pair of jeans, and follow them on Twitter.

How is this any different from sending customers e-mail coupons or handing out punch cards for a free sandwich with 10 purchases? Because you’re reaching people you know like to patronize your business. This gives you a way to learn about and connect with your customers. Plus, when others see people “checking in” at your location, it’s like a free recommendation.

By monitoring these location-based tools, you can know the moment a customer walks in the door. You know if someone is eating next door at the competition, and you can offer up a special deal to entice that person to visit your restaurant next time. Foursquare is working closely with businesses and will soon be offering up demographic details about your customers and when they visit your business – information which could prove to be incredibly valuable in better serving your customer base.

If you want to get up to speed on all that is Foursquare, join us for a “square up” on Foursquare Day, April 16 (4 squared = 16). Foursquare Day is a national initiative to promote the use of Foursquare. From 5:30 p.m. to 7:30 p.m., join us at our office, located at the Charleston Digital Corridor Flagship, 475-A East Bay St., to learn more about Foursquare, get signed up, mingle with fellow Foursquare users, enjoy free drinks and food — and be entered into a drawing for an iPod touch. For more details on the event, visithttp://www.StepAheadInc.com. Be there or be square!

Lyn Mettler is the founder of Step Ahead Inc., which combines the best of traditional public relations with social media and Internet marketing to help maximize visibility for clients both online and off. The company recently added Foursquare management to its line-up of services.

http://www.charlestoncurrents.com/#focus

1. Get their attention. When it comes to promotional copywriting, your first priority is to make sure your message gets read rather than immediately discarded. That means writing a headline (or envelope copy, email subject line, etc.) that spotlights what’s in it for the recipient (e.g., “10 Ways to Cut Down Your Grocery Bill”). Alternately, something that intrigues will get your message read. For example, a link to “The Top 5 Ways That Homeowners Lose Equity” could bring viewers to a home repair or plumbing business.
2. Offer helpful information. If you can deliver helpful advice in your field or explain a complex subject, you’ll establish yourself as a go-to resource. “The more you educate people, the more market there is for what you do,” explains Mary White, a training coordinator with the Mobile Technical Institute in Alabama.
3. Keep it simple. Uncluttered, straightforward language in your copywriting is best for getting your message across. Lyn Mettler, co-owner and founder of Step Ahead, Inc., recommends aiming for an eighth-grade reading level. “You don’t want to talk over anyone’s head,” she says.
4. Be real. A growing business has a built-in advantage with the many consumers who favor working with independent and local businesses rather than large chains and nationwide organizations. You can play to that advantage on your Web site by spotlighting your local presence and the more personalized service you’re able to provide. “It should be in your voice,” White says. “If you’re not a good writer someone can do it for you. But you should write it.”
5. Don’t neglect your brand. Be sure your communication reinforces your brand or your company name in the consumer’s mind. Include it in the headline (or Web banner, email subject line, etc.).

   http://www.fuelnet.com/daily/copywriting_tips/get-your-message-across/

Just tweet about your troubles, and the airline, car rental company or hotel will fix it. At least that’s the conventional wisdom. And while it’s true that travel companies are spending a lot of time online listening to their customers, they’re not necessarily paying attention to all of us.

“Travel companies pick and choose who to respond to in social media,” says social media expert Ryan Goff. “You better believe that a Web celebrity with 100,000 Twitter followers is going to catch a company’s attention over the casual tweeter with only 10 friends.”

So, how to become a somebody?

Be interesting

Boring people don’t get a lot of followers.

“Be engaging,” says Lyn Mettler, the founder of Step Ahead, which manages social media campaigns. “Don’t just talk, talk, talk about yourself all day long. Read what other people are posting, and respond to them. Ask questions, answer questions. Truly interacting with people will help build your followers.”

Get a blog

One of the fastest ways to raise your online profile is to blog.

“If you blog, that helps tremendously,” says Tim Massie, an adjunct professor of communication at Marist College in Poughkeepsie, N.Y.

It helps if the subject matter is travel-related, but anyone with access to a credible blog is likely to come to the attention of a travel company faster than someone who doesn’t. Massie says being an active participant in online forums can help, too.

Join the conversation

“Post and tweet frequently about your experiences,” says Rick Gardinier, the chief digital officer for the advertising agency Brunner. “This will increase your relevancy and authoritativeness, which in turn will boost your following.”

How often? I try to tweet and post a few times a day, but you should be able to keep a respectable profile by publishing something a few times a week.

Offer good information

Building trust — and followers — takes time and work, according to experts.

“Travelers can increase their social media influence by creating good content, consistently, for an extended amount of time,” says Chris Harrington, the technology director for the communications firm Luquire George Andrews.

He says he is likely to follow users who have positive things to say about the subject matter.

“Negative comments can hurt the traveler’s social capital as much or more than the company in question,” he says.

That way, when you do go negative, your followers will pay attention.

Make a personal connection

Travelers tend to follow people they can relate to.

“People trust contents from somebody they can identify with personally,” says Iis Tussyadiah, an assistant professor at Temple University’s school of tourism and hospitality management.

Often, it’s as simple as posting a picture and a brief biography on your blog or Facebook profile. People are more likely to read your tweets and posts when they feel they know you than when you’re a faceless, anonymous voice on the Internet.

Even if you only have a small number of followers, you can still make a difference.

“The squeaky Twitterer still gets the grease,” says Dallas Lawrence, chairman of the digital and social media practice group at Levick Strategic Communications. “Like most travel-related stories in the online space, companies have focused their efforts toward addressing critical commentary posted by dissatisfied customers …”

You’re probably wondering if these strategies can really work for you. They can. I’ve used them myself. (You can follow me on Twitter at elliottdotorg, Facebook, Google Buzz or on my blog.)

Next time you have a travel problem, you’ll be glad you did.

http://www.kansascity.com/2010/03/20/1819283/keeping-a-high-profile-online.html

Just tweet about your troubles, and the airline, car rental company or hotel will fix it. At least that’s the conventional wisdom. And while it’s true that travel companies are spending a lot of time online listening to their customers, they’re not necessarily paying attention to all of us.

“Travel companies pick and choose who to respond to in social media,” says social media expert Ryan Goff of the advertising firm MGH Inc. “You better believe that a Web celebrity with 100,000 Twitter followers is going to catch a company’s attention over the casual tweeter with only 10 friends.”

Even online, some travelers are more equal than others. Question is, how to become a somebody?

You should care, because even today, as social networking applications like Twitter and Facebook have come of age, being online can be the most effective shortcut to getting great customer service.

I see it every day on Twitter, as customers with questions are sent to the front of the line (sometimes literally) because they had a respectable social-media profile. Online travel agencies such as Orbitz have an entire team of employees dedicated to monitoring online chatter and helping customers.

I asked several social media experts about how to boost your online profile. Here’s what they told me:

1. Be interesting. Boring people don’t get a lot of followers. “Be engaging,” says Lyn Mettler, the founder of Step Ahead Inc., which manages social media campaigns. “Don’t just talk, talk, talk about yourself all day long. Read what other people are posting and respond to them. Ask questions, answer questions. Truly interacting with people will help build your followers.”

2. Get a blog. Being an active participant in online forums can help too. “If you go the extra mile, posting photos, helping others understand the amenities of hotels, and providing insider information that a typical tourist would overlook, you will earn your reputation and be an influencer in the travel industry,” says Tim Massie, an adjunct professor of communication at Marist College.

3. Join the conversation. “Post and tweet frequently about your experiences,” says Rick Gardinier, the chief digital officer for the advertising agency Brunner. How often? I try to tweet and post a few times a day, but you should be able to keep a respectable profile by publishing something a few times a week.

4. Offer good information. Building trust — and followers — takes time and work. Chris Harrington, the technology director for the communications firm Luquire George Andrews, likes to follow users who have positive things to say. “Negative comments can hurt the traveler’s social capital as much or more than the company in question,” he says. That way, when you must go negative — when something happens that you need resolved — your followers will pay attention.

5. Check your motives. If people think you’re trying to sell something, they may be less likely to include you in the network. Being in it for all the right reasons is one way of building your online credibility.

6. Speak up. The best way to get noticed by any company is to openly discuss your experiences. Be sure to use proper shout-out etiquette by linking to the travel company’s blog (which is monitored by the company) or using their Twitter handle —@Jetblue or @Marriottintl — when you tweet about them.

7. Make a personal connection. Travelers tend to follow people they can relate to. Often, that’s as simple as posting a picture and a brief biography on your blog or Facebook profile.

Even if you only have a few followers, you can still make a difference. “The squeaky Twitterer still gets the grease,” says Dallas Lawrence, chair of the digital and social media practice group at Levick Strategic Communications.

These strategies really can work for you. I’ve used them myself. (You can follow me on Twitter at elliottdotorg, on Facebook, on Google Buzz or on my blog, elliott.org).

Along the way, I’ve made some terrific friends — people I’ve never actually met, but that’s beside the point — and had lots of interesting conversations.

http://www.stltoday.com/stltoday/lifestyle/columnists.nsf/travel/story/DF07B67D574F3DD8862576E2006D6F16?OpenDocument

But sometimes that brings up a hairy question: Do we want our employees on social media saying they work for us? What if Sally’s wild night out reflects badly on the company? What if she publicly says something negative about a client on Facebook or Twitter?

So we sometimes help companies draft an internal social media policy. But before I go into the meat of those policies, let me first and foremost say I am a big proponent of the more people participating in social media on your behalf, the better. I believe in openness in social media, and that means taking a risk sometimes that someone will do or say something negative. And believe me, they will! But to me, the positives of being on social media and the goodwill and customer service and awareness it fosters are way worth the couple of negatives.

Now, that being said, I still can’t convince some companies of my views, soooo … we help them craft a policy to help them feel more secure that they’re protected in the event that negative post happens.

What should you put in an employee social media policy?

What information shouldn’t an employee share on social media? Company financial data, trade information, internal documents?

Can your employees mention that they are employed by you? If they do mention that, do they need to share that account with you?

If they do mention an affiliation, provide some guidelines for good social media etiquette. They might include:

• Remember that whatever you do or say is in some way representing your company for good or bad.

• Never post any information about the company unless you have seen it released publicly by the PR/marketing department or on the company Twitter account or company blog.
  

• Post the following disclaimer: “The opinions listed here don’t reflect those of my employer.”

• Speak in first person to indicate you are speaking your opinions and not those of the company.

• Avoid insults or inappropriate language.

• Remember that everything you post is publicly indexed online; don’t post anything you wouldn’t want the world, including your boss, your clients and your mom, to see.

• Contribute intelligent, thoughtful material and be professional!

• Be authentic, transparent and truthful.

• Social media, unless it is furthering your work, should not interfere with your work time and should be done on personal time.

I think we can find a happy medium here to satisfy employers without majorly restricting employees, and then you can give your employees the chance to support the company’s social media efforts. And if they support you, by gosh, reward them!

http://www.charlestoncurrents.com/issue/10_issues/10.0225.htm

Sometimes it pays to be a follower.

Twitter and Facebook have been a marketing godsend for all kinds of companies, which increasingly are using social media to build loyalty with shoppers. Now, retailers have even begun to tout sales and exclusive discounts to customers who interact with them through social media. For example, Banana Republic recently offered shoppers an invitation to an exclusive spring preview event, as well as a printout coupon good for 30% off a purchase of $100 or more at the event.

Developing a social-media presence lets companies more effectively manage what customers are saying about their business online by developing a following, says Lyn Mettler, the founder of Step Ahead, amarketing firm in Mount Pleasant, S.C. “They might as well get in on the conversation and offer something to reward the loyal customers,” she says.

For the best freebies, hunt for businesses located in your area, as well as nearby locations of major chains. They have more need of brand recognition and customers than a big-name company, and so are more likely to offer exclusive discounts for followers, says Sara Dunham, a spokeswoman for Savings.com.

Finding deals is as simple as registering for the free networking sites and conducting a search for your favorite companies and brands. Many even have coupon-specific feeds or pages that put deals all in one place.

http://articles.moneycentral.msn.com/SmartSpending/blog/page.aspx?post=1651240