Lost in Translation
Basically, your website is the place to sell your services. Conversely, “On Facebook, create a group page and entertain visitors, while also offering useful, non-branded information,” Lurie said. “On Twitter, offer customer support,” he added.
On the other hand, a blog is (slightly) more forgiving in that it’s less stringent in terms of the “right way” to dialogue with customers. Holly Berkley, Internet marketing consultant and author of Marketing in the New Media, explained: “It puts a personal feel on your website, which can make potential customers feel like they know you better, and possibly trust you.” Yes, you can throw in a special offer every now and then on a blog. However, the rest of the time “provide all sorts of information about what you do,” Lurie said. “The stuff that seems simple to you is arcane to your audience.”
Immersion technique #4: With social media, a long-term approach will guarantee success. “Companies should stay away from these sites unless they’re ready to invest six to 12 months adding real value to the community,” said Lurie.