The term “Social Networking” encompasses a variety of Web-based tools, some of which you might already be using. Most of these tools are free in monetary terms, but may take some time to set up or maintain:

• Blogging – Writing, reading and commenting on trends and articles relevant to your readers.
• RSS feeds – Use them to push information out to users and bring content in to your blog.
• Bookmarking – Use it to gather and publish content to your blog.
• Facebook®/LinkedIn®/MySpace® – Establish a following on these popular social networks.
• Personalized networks – Build your own network with tools like Ning® and share information.
• Forums – Create a discussion space where you interact with people looking for solutions.
• Twitter® – Tell followers what’s new at your business in 140 characters or less.
• Online classified directories – Post your business information on CraigsList® or Insider Pages.®

Blogging is the gateway to other forms of social marketing, so start here. Read other people’s blogs, make comments, participate in any communities that attract people who might buy your products. Once you have an idea of what the community is talking about, start your own blog with an eye toward providing information of value to these readers.

A few tips on successful socializing:

Keep it relevant. Nobody likes a pushy salesperson butting into their conversations, so make sure your comments fit the topic being discussed. Freely offer your expertise whenever a topic on which you’re an expert comes up; mention your product or service only when it might solve someone’s problem – not every time you comment.

Be timely. Old news is no news in social networking, so you’ll have to make an effort to stay ahead of trends. Let’s say you see an article in USA TODAY about Mexico’s growing interest in retail imports. You might post this “tweet” to Twitter: “Get a .COM.MX and sell your products online in Mexico, one of the fastest-growing retail markets. Now just $X.XX! MyStoreURL.”

Remember, a network is not built in a day. You aren’t going to attract a huge readership, friend list or Twitter following overnight. Networking takes time. Continue to connect through linking, friending and following other people until they start to reciprocate.

We created these banners for you to place on social networking sites – use these or make your own in similar sizes to help drive traffic to your reseller store.

Next month we’ll evaluate the results of the last six months of exercises. We’ll measure effectiveness, drop efforts that aren’t working and plan your next steps.

Resources:

• 13 Essential Social-Media ‘Listening Tools’, MarketingProfs.com
• www.facebook.com
• www.linkedin.com
• www.ning.com 
• www.twitter.com 
• www.craigslist.com 
• www.insiderpages.com

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