The Social Networking Pulpit: A New Way to Reach Audiences

Texting, blogs, Facebook, and Twitter might seem to be just more reasons to stare at a computer screen or carry your BlackBerry 24/7, but that may not be entirely the case. Innovative businesses are finding ways to incorporate this new technology in order to recruit candidates, increase marketing potential and keep employees informed. From virtual career fairs to Twittering during a meeting to distribute information quickly, these new tools are becoming widely used and bringing about a change in corporate attitudes.

From LinkedIn to Facebook, we all have heard of these social networking platforms. The primary reasons people join these platforms are to network, build relationships and locate people who are similar to themselves. Twitter has been revolutionary because it is about being in the moment and getting news or information out in real time. Most of us realize these tools exist, however not everyone understands the advantages exploring these mediums can provide (nor do they use them to their full capacity). The added benefit is derived from exploring these sites. Below are a few benefits of the sites used today by organizations:

• Refined Search and Recruiting: Major social networking sites offer Internet users a search directory to locate particular individuals or groups. Searchable categories include industry, interests and other unique preferences. This is a great way to pinpoint a target audience or bolster a contact rolodex. If organizations want to recruit from a certain segment, they can create a profile and “friend” applicants to be included on information updates. Twitter is also an excellent way to update recruits in real time during the hiring process. One example shared with Primacy from a leading technology company was using YouTube for recruitment videos. Some major leaders in the wireless phone industry are now requiring Twitter training for all employees.



• Affordable Visibility: Since most of these social networking sites are free, organizations can achieve exposure for a modest investment of resources. Make sure that the profile is applicable to the audience, and personalize the profile by adding interesting articles, images, videos (YouTube is a free forum for product demos) and even reviews of products. Also note that the more social profiles created, the more content created, and the more interaction, the result is increased visibility for the brand. Refrain from overexposure if the organization is unable to contribute, interact and give sufficient time to each of those networks and communities. People want to be a part of a community by talking and interacting, so lack of attention can have an adverse effect on image.



• Mind-sharing and Insight: Organizations can engage their target audience, and discover insights and unique perspectives into their lives and problems. Additionally, using social networking sites, organizations can offer help and advice. In return, the audience offers feedback and trust. A world leader in medical technology shared with Primacy that they use various blog groups for problem solving associated with particular areas and disciplines such as engineering.



• Being able to directly engage with an audience and identify their point of view can be a powerful tool. To this end, many organizations are creating profiles to reinforce messages and company culture, as well as encouraging employees to become fans. Social networking is also a great atmosphere to gain feedback, research and insight as it is individually focused. Consumers don’t want to be told, forced, spammed or made to do anything, but when you involve them, everything changes.

Companies are beginning to be open to social networking and its possibilities. In a recent study, Lisa Tripp, assistant professor at Florida State University, said, “Certain technical skills in the coming years are not going to be just about consuming media. It is also going to be about producing media. It is not just about writing a blog, but also how to leave comments that say something. Learning to communicate like this is contributing to the general circulation of culture.”

It is widely predicted that as “Gen X” and “Millennial” age workers move up into the executive ranks, social networking site use will become a large part of corporate culture.

Sources:

Washington Times – Karen Goff Blog