Social Networking is nowadays the ecosystem within companies and organizations achieve their objectives, taking a strategic position, to communicate and promote products and services outside their organizational boundaries. We can notice that everyday are more and more the companies or the organizations (public and private) that rely on a number of communication tools to strengthen business relations with all those people (customers, partners, stakeholder, etc..) that constitute the reference network.
The successful use of social networks is closely related to the ability to communicate in the Web 2.0 age. A symmetrical communication rather than vertical, where the propensity to listen is a resource to be connected with the own public, from whom get information, tips and useful suggestions to improve the supply of its services.
Until recently, the big companies were marketing from top to bottom. Radio, TV, Newspapers, Internet, and advertising in-store paved the way to success. With so many people spend so much time on social networks, these companies had more “space” to cover. From Strabuck passing through IBM, all the companies have taken advantage of social media sites to tell the world their stories, and their wonderful business. Facebook, YouTube, LinkedIn and Twitter: all the social networks are fundamental.
Companies use every resource they can catch from everyday life. Youtube is filled with advertising, new movies, instructional videos and tutorials. On Facebook, customers can become fans of their favorite businesses. Twitter allows companies to provide customers with live updates, free gifts and special deals.
What link all these networks is their ability to allow customers to give feedback and feel a personal connection with their favorite shops or restaurants. Companies know that seem connected in a friendly way is the key to success. Every time that the customers write on the Sturbucks Facebook page or respond to tweets from IBM, provid companie useful information. Thanks Twitter, a customer can ask questions about a purchase and receive a reply on the same page in less than a minute, and this is a very powerful thing.
Looking at how Starbucks uses Twitte, we can see that: first, Starbucks has a clear and brief profile with a link to his official website, what compulsory. On the page there is also the logo, another thing to don’t forget. And then there's the content. Customers posting all kinds of things they want, including questions like "what ingredients are in the whipped cream", "how much it cost something", or "until the stores are now open."
The comments include enthusiastic exclamations on the wonderful coffee and other products that customers can buy. Starbucks reply very quickly to all the questions and comments . Starbucks also offers exclusive deals and discounts available only on Twitter. What does it means? It means that with these tricks there are about a million excited fans who are dependent on the Twitter updates. Using Twitter, these big companies know what they're doing and they know how to take advantages.
IBM is another company that use the power of social network . Many managers have a blog and do activities in social media on topics such as “cloud computing” and create connections, with LinkedIn and Twitter, between people representing the company in order to stay in touch and maintain relationships with their customers. Others IBM employers use Facebook for the same objective; but there are others really important called “seekers”, (kind of voyeurs) who are on social media sites to listen the conversations and understand where there may be potential sales opportunities.
These two examples may clarify how is big, innovative, cheap and functional this world of Social network for companies strategies.
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