Social Security…Are You Connected?

Jason Lutz by Jason Lutz | 08.30.2012

Like it or hate it, social networking is here to stay. The trouble most are facing is how to successfully incorporate Social Media into our business and harvest the benefits of the connections we make. If you are new to the security industry, social media can be a great way to get your name out. But if you’ve been around for a while, sites such as Facebook and LinkedIn can be a great tool to share your knowledge as well as personalize and promote your business.

Building a Facebook community can signficantly improve business.

Target Your Message with Facebook
Have you spent thousands of dollars on advertising, marketing campaigns or telephone book space only to find you weren’t reaching the right audience with the right message? Only a few years ago Facebook would have been an afterthought, while today it is at the forefront of many dealers’ marketing programs. Creating a Facebook page for your business will allow you to deliver a targeted message that can keep pace with the growth of your business. I have seen dealers doing everything from promoting a specific solution to drawing attention to community outreach programs, all while growing awareness of their brand. There are many resources you can use to help you grow a Facebook presence, but most will center on these three concepts:

  1. Obtain a Facebook Vanity URL
    Your fans and potential clients need to find you easily so be sure it includes the name of your company.
  2. Get “Liked”
    All Facebook experts will tell you the more Likes you have, the more people you will reach. One of my dealers, Bates Security of Lexington, KY ran a promotion for their fans. For every referral their fans submitted, they were entered for a chance to win dinner at a local restaurant, which also happened to be a Bates Security client. Because of their involvement on Facebook, they add new clients every week that say “We saw you on Facebook”.
  3. Add Content
    Keep your page fresh with new information like pictures and videos that can deliver your message as well as entertain your viewers. If you are looking for “How to” videos or product images, take a look at the Honeywell Security website or YouTube channel.

LinkedIn­­ to Increase Your Clientele
When I discuss building a LinkedIn presence to a dealer, I’m generally asked “Why again are you telling my employees they should create a Profile?” While LinkedIn can be a valuable tool to find the talent you’ve been looking for; it is also the best online tool to create Business to Business sales (B2B). The key to LinkedIn is connecting not only with people in your market and your industry, but also your competition. You would be surprised by how many LinkedIn messages I get from dealers across the country asking for a recommendation for a dealer to do work in a market they are not servicing or backed up in. By making yourself available that competitor has become a client. And how is adding clients a bad thing? Below are my top three suggestions to growing a LinkedIn presence:

  1. Make Connections that Matter
    Be discriminate. Connect to people with whom you want to do business
  2. Join Groups
    You should be part of any group that would benefit your business. This would include industry groups, local business associations, and any regional business networking groups
  3. Add Widgets
    Link your Twitter, Facebook, Blog, YouTube channel and any content that will create attention for your profile

There are lots of great social sites out there and these are but a few ways they can be used. How are you using Social Media?