By Maureen Werther
Interactive Media Consulting, LLC is a website development company that has evolved as technology has, in order to support their clients in the use of social media – in addition to managing their websites. Owned by Beth Weise Moeller, IMC has been in business for 16 years, serving clients throughout the region.
IMC has remained current and on top of the latest trends by going through the basics and developing new habits that facilitate a hands-on approach to social media marketing. “I spend time each day going through social media sites myself,” says Moeller. She encourages her staff to do the same. Beth goes on to note that she follows experts in the field on Twitter and Facebook, as well as checking in to Linked In. “It only takes a few minutes every day and it helps keep us on top of upcoming trends.”
Staying ahead of her customers’ needs is, as Moeller puts it, a daily process. It’s important to also bookmark or forward items of interest to the firm’s clients. But, she notes that “Clients definitely need to watch their own social media sites, and keep an eye on sites like Yelp, where people offer reviews of service.” She goes on to say that, “It is important to claim your business on sites like Google Places and Yelp and follow their guidelines for responding to feedback. Whether on Twitter, Facebook, Yelp, or some other site, a business owner needs to provide positive feedback.”
Perhaps even more important, however, is responding to negative online feedback. “Find out what you can do to correct the situation.” Beth notes that sometimes a disgruntled client is beyond pleasing – or appeasing. But, most people will appreciate a sincere gesture and an honest effort to correct a problem, whether real or perceived. The important issue isn’t, after all, whether the problem is real or in the client’s mind. The much bigger issue is how the company handles it.
Beth also stresses the importance of generating positive postings. “Share information and fun things,” she suggests. “Not every post needs to – or should be – a sales attempt.” Beth cautions that “Businesses that purely sell on social media networks will eventually lose followers.”
All of this sounds daunting, and many people new to social media marketing might consider this another full-time job. Not so, Moeller counters. She spends about thirty minutes each morning going through the sites that she follows. If she is having lunch at her desk, she might also use some of this time going through various sites to get caught up on what’s trending. She concludes that this is also a good task to save for the end of the day, when we’re all getting ready to wind down. “In total,” says Beth, “I spend about an hour a day on business-related social media activity.”
When asked for some key tips on how to optimize social media marketing for your own business, here are some pointers from Beth:
First of all, stay focused and positive. “Don’t post rants or attacks on others.” She continues, “Mix up the content so it isn’t always a sales pitch.”
Number two pointer is to stay involved. Beth recommends keeping an eye on your company’s social media properties regularly. “If something is going on outside your ‘normal’ social media time, do not wait until the end of your day or next morning to check in or respond. Respond or post immediately!”
Beth also recommends separating business and personal by creating a “page” on Facebook for business and one for personal. Beth says that, while IMC has a business page on Facebook, “I have very few business colleagues as friends on Facebook. This is primarily so I can use Facebook in the way it was intended. I keep in touch with family, old friends, sharing photos, and so forth. A business colleague isn’t interested in my vacation photos or what my family is up to.”
Beth reserves Linked In, Google+, or Twitter for her professional associations.
Finally, Beth stresses that social media is about engaging in a conversation. “Post things that will engage your customers without always providing a sales pitch. This is the best way to keep them interested.” For more information about IMC, you can visit their website at www.imediaconsult.com or call Beth Weise Moeller at 587-5107.