Companies can Tweet Too

Later this month I’ll be speaking at the OPASTCO 2010 Summer Convention and Tradeshow [http://www.opastco.org/]. OPASTCO is a trade organization that represents locally owned independent telephone companies. My session is about how telephone companies can leverage social media in their overall marketing strategy.

At first thought, it might seem like a telephone company and social media marketing are an odd paring. Certain businesses tend to gravitate more toward social media than others. A local eating establishment can gain a following by tweeting daily lunch or dinner specials. A major retailer can generate buzz by rewarding Facebook fans with coupons and free stuff. But, people tend to think of their local telephone company as stodgy and behind the times. Sometimes that impression is correct. It doesn’t need to be that way.

Social Media is really just another arrow in a your marketing quiver. Of course, it was not too long ago that any kind of marketing was foreign to a phone company, so there may be a feeling of resistance in taking further steps into what seems like social media mayhem. But, Social Media Marketing is a great way for a phone company or any service provider to increase its customer base, brand awareness and customer loyalty.

Thou Shalt Not Sell (too much)

There is a cardinal rule that states social media is not about selling. This is true in a sense, but it’s really no different with snail mail, email, or the telephone. Selling is not the primary use of those mediums, either. People don’t like to be bothered. They don’t like junk mail, spam, or being interrupted by unsolicited calls at home. But, they will tolerate a certain amount of marketing communication from companies they do business with or have an interest in—as long as it’s not excessive.

Social media is no different in that aspect. But, it does differ in one very significant way. With social media, an individual can choose who they connect with and what messages they see. They will quickly unfollow or block a company that only sends promotional information, and will view that organization less favorably. Conversely, they will follow companies that regularly provide good content and other useful information, and they will forgive the occasional promotional message. They are more likely to read and act on those messages if the right balance is struck between good content, active relationship building and promotional activity.

Building your brand

Social media networks are great for increasing brand awareness, which will help also in customer acquisition. Every message you send will reinforce your brand in the mind of the consumer, whether you tweet a link to an interesting web site, or post pictures from a community event on your Facebook page.

Keeping your customers

Customer retention is just as important as customer acquisition, because every customer you lose is a new customer you need to get just to stay even. Being active on social media will help in this area, too. By engaging with your customers, you will be building brand loyalty. Customers will feel like they have a stronger connection with your company, and will be less likely to leave when a competitor knocks on their door. You also have an opportunity to reach out and help customers by using social media as another avenue for customer support. Let them know they can contact you on Twitter and Facebook. Actively listen, and offer a hand if you hear of a customer having an issue. Providing this extra level of customer service will also give your subscribers one more reason to recommend your service.