How to Leverage Social Media as a Subject Matter Expert
In a world where entrepreneurs understand the need to be distinct, differentiation can prove to be elusive. A plethora of new social networking tools are emerging; providing the impetus for businesses seeking to position as subject matter experts.
Often, companies make a lackluster effort to convey their value as specialists. For example, many organizations will focus on particular verticals such as technology or health care, but provide little insight on what work they have done and why their expertise can translate into specialized knowledge. For every area of specialty, there should be a dedicated web page, supported by media that demonstrates the people, methods and deliverables that illustrate how the provider delivers unique value.
Whether a company is in service business or manufacturing, specialized web pages and social networks can be combined to paint a picture about a provider. The unique difference provided by social networks, is they offer an opportunity for existing clients to share their experiences in a compelling way.
While much of the attention has been focused on Facebook and Twitter, consider the following arsenal in developing a communication plan to leverage social media as a subject matter expert:
Prezi Storyboards– To influence others, marketers must be good storytellers. Prezi provides a unique storyboard format to illustrate elements of a client engagement.
You Tube Testimonial Videos – There is nothing more powerful than a prospect hearing a client tell a story about a vendor (far better than the vendor talking about themselves). Such testimonials are very inexpensive to produce and drive up the provider’s search engine optimization.
Slideshare– Slideshare provides a more traditional slide show format, but unlimited visibility and access via Linked In. Through Linked In, the provider has some control of where such information is disseminated and to whom.
Linked In Groups – While the onset of Linked In discussion forums were somewhat ignored, they are gaining steam as a viable collaboration tool. While customers may or may not participate in such groups, such visibility can provide unique positioning online, and lead to referrals, etc.
Interactive White Papers – Unlike the stodgy white papers of yesteryear, a new style of interactive white papers are gaining favor. Such documents have embedded links and other multimedia features that present more like a magazine. Other tools highlighted above (such as Prezi) can be combined for greater interactivity.
Mock up Illustrations – It is critical that service companies convert the intangible into something tangible. Service providers should find a way to offer mock-up examples of the output that they provide.
While there are certainly other resources the marketer can bring to bear, it is the combination of these tools that can be used to tell a story, and drive up search engine optimization (SEO). Make sure you are leveraging social networks to drive your message.
Category: Leadership Marketing
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