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Social Media: Converting Customers Into FriendsSocial Media: Converting Customers Into Friends

Too often, managed services providers build pages on social media sites, then fail to follow up with the content and engagement required to turn that into a true presence.

Aldrin Brown

September 9, 2016

4 Slides

A deft social media strategy is increasingly crucial for businesses of all types, but mounting an effective approach can take a bit forethought and sophistication.

Like many small- and medium-sized businesses (SMBs), managed services providers (MSPs) too often build pages on social media sites, then fail to follow up with the content and engagement required to turn that into a true presence.

“You’ve got to remember that social media isn’t marketing, it’s a platform for marketing,” said channel marketing expert Stuart Crawford, writing in a post for MSPmentor.

“You’ve got to do more than just go on social media sites,” he continued. “You need to know how to use them properly to drive attention towards your business and create demand for your products and services.”

That social relationship starts by connecting with customers or prospective customers and turning them into social media friends and followers.

A recent blog from the Microsoft Office 365 Team cites research showing that more than half of Americans who socially follow companies are also more loyal to those brands.

That same post warned against a strategy that relies on spamming “strangers with long-winded reasons to accept your friendship,” and offered some thoughts for any business seeking to beef up its social media presence.

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About the Author(s)

Aldrin Brown

Editor-in-Chief, Penton

Veteran journalist Aldrin Brown comes to Penton Technology from Empire Digital Strategies, a business-to-business consulting firm that he founded that provides e-commerce, content and social media solutions to businesses, nonprofits and other organizations seeking to create or grow their digital presence.

Previously, Brown served as the Desert Bureau Chief for City News Service in Southern California and Regional Editor for Patch, AOL's network of local news sites. At Patch, he managed a staff of journalists and more than 30 hyper-local and business news and information websites throughout California. In addition to his work in technology and business, Brown was the city editor for The Sun, a daily newspaper based in San Bernardino, CA; the college sports editor at The Tennessean, Nashville, TN; and an investigative reporter at the Orange County Register, Santa Ana, CA.


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