Contributed to a case study in the Innovation section (pp42 – 44, Experts’ Advice – P44) of today’s Irish Times – looking at how a ski adventure company could use social networking to market their business.
Text of my advice in the case study:
BlackRun: Online for off piste
This is a typical 2009 scenario in Irish business – someone from the Facebook generation (‘gen f’) bringing ideas about social networking to the owners. The concerns are classic: fad or not, geeky or not? Simone is right – at least half BackRun’s target audience is social network friendly. So it’s a ‘no brainer’ – need to get on board. The good news: with some upfront planning this can be achieved, without swamping the team.
BlackRun needs a basic web site, optimised for search – integrated with a blog (could use software such as WordPress). Ruth & Simone need to set targets for blog posting frequency e.g. 3 times per week. Team members should be profiled in the blog and encouraged to post. Twitter, LinkedIn and Facebook accounts should be established – using auto notification of postings on the BlackRun blog. Worthwhile Twitter accounts should be identified and ‘followed’. BlackRun should aim to tweat daily – ask questions, answer queries, use hashtags. Facebook advertising should be considered.
There are great tools available to assist in managing online presence e.g. google webmaster, WordPress utilities, Tweetdeck, Nexus (Facebook). BlackRun needs to avail of these.
Finally, management should commit to measuring the effectivess of these initiatives on a weekly basis.
Barry O’Gorman consults in social networking, collaboration and semantic web.