Would You Follow Your Own Firm on Twitter or Facebook?
To summarize— a couple of the above applications make sense and are probably worth the time and effort of the social media upkeep. But aside from blog comments, they don't accommodate any interactivity, thus missing the real potential of social media.
What a company should do:
1. Don't push your services. Unless a service is new, your following probably already knows what you do and what equipment you have. Save this for the Website.
2. Announce your events, relevant community items and your blog postings. Social media is a targeted, efficient way to show that your firm is alive, in a personal sense.
3. Create a Twitter or Facebook forum pertaining to the business customers do with you. Best Buy does it and the company answers every Tweet. In the digital printing industry, this could involve a discussion on gathering and preparing data for 1:1 marketing jobs. Having your followers interact with each other creates a community...a place that they will come back to, giving your firm more opportunities to stay in front of them.
4. Create a mini job board. Again, this could be as easy as announcing opportunities your clients have on Twitter and Facebook. Nothing provides you with more kudos than helping advance somebody's career or helping your clients with an important employment need.
5. Create a "Doing good things" forum. Have your clients post causes near and dear to their heart. This creates camaraderie amongst your followers and let’s them “take a break” from just work issues. People do have lives outside of work.
Social media like Twitter and Facebook are not there to boost your short-term ROI. It’s about building relationships, a community, one that will benefit you in the long run— especially at times when the market is not so great, like now.
Your online community needs to be a place that your followers and clients will go back to again and again. Be a conduit for help. The more you give, the stronger your bonds will be. Look at your community as a “general contractor” for building your clients’ and followers’ businesses.