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Social networking can benefit most businesses, but it should be approached with caution to avoid breaking etiquette or being seen as a spammer. Businesses can use social networking to offer rewards to customers and build a community. Advertising should be subtle, and businesses should focus on providing good products and services to prevent negative feedback.
How you use social networking for business depends on the type of business you are involved with. Most businesses can benefit from the increased exposure social networking provides, but some businesses can integrate social networking sites into their business practices in other ways as well. It is also common for businesses to offer rewards to customers through social networking sites. Creative use of social sites can be good for business, but when companies break the rules of etiquette or are seen as spammers, business can decline rapidly. As such, social networking should be approached with knowledge and caution from a business perspective.
One of the easiest ways to use social networking for business is to simply set up a profile and see how the profile is used. It’s great to embark on this venture with a plan, but being flexible is also important. If it seems like the social network profile is mostly used to file complaints, then embracing customer satisfaction even though the social network might be a good idea. On the other hand, if people seem to follow or like the profile simply out of adoration for the business, rewarding loyalty with discounts might be a better plan.
Usually, advertising doesn’t happen directly through profiles when doing social networking for business. The profile setting can work to provide more information, but people who access the profile have usually already found the business in some way. Having lots of friends can work as an advertisement, but placing ads that could be seen as aggressive on your profile is usually frowned upon. Social networks for business usually need to give potential customers the feeling that the profile was created in response to having a large number of fans, not to find new customers. Visitors should want to be part of the community who like your business or product, as this is an important part of social networking.
One problem with using social networking for business is that it can backfire seemingly unexpectedly. It also opens up a business to having personal relationships with customers who may not always be happy and who may have the power to spread misinformation about a business. One way to prevent these unfortunate problems is to fully understand social networking and run a good business even when you think no one is watching. Companies that are objectively good, in that they use good business practices and have a product or service that is seriously the best they can provide, typically do well on social networks because the product or service sells itself.
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