Editor's Note
Since I have a 13-month-old daughter, I don't get out too much, but every now and then, my husband and I go to the movies, where I've been amazed at the recent phenomenon of a sea of glowing cell-phone screens lighting up what used to be a delightfully dark theater.
And of course, I complain how these moviegoers have no manners (maybe I'll throw in a tongue-in-cheek, "Kids today!") and try to figure out why they don't just watch the movie. Are they texting their tween buddies about the plot, scene by scene? Tweeting about every bite of popcorn and mustard-covered pretzel? Trust me, I never saw myself as one of "those people" – you know, the techies who are glued to their BlackBerrys, like, all the time.
But last month, I actually typed, "Stitches has entered the Twitter-verse." It really happened: I'm a social-networking convert. What happened was that I bought my very own BlackBerry Storm. Once all my e-mail accounts were synched up to it, my four chat platforms were in place, and I could text, picture-message and tweet to my heart's content, it was only then that I started to get it. And "it," in a nutshell, is social networking's ease, which has gotten me beautifully addicted.
At Stitches, we've been hearing more and more buzz about social networking for business. To social network or not to social network? That's the hot-button question. We talk to people in both camps, and generally find that those who think it's a waste of time prefer to cold-call and to grow their prospect relationships on a more one-on-one level. Those who think it's the bees knees are technophiles (and less-than-technophiles) who've found that using Facebook and Twitter is an effective and easy way to reach out to prospects and customers on a personal level, while talking about business news, specials and other perks.
The truth lies somewhere in-between. Social networking isn't the be-all, end-all to solving your business woes, of course. Mike Angel, vice president of sales and marketing for Melco and Stitches Editorial Advisory Board member, offers this perspective: "Despite what Twitter addicts claim, social networking doesn't generate a windfall of new business opportunities. However, you'll find that as social media becomes more accepted, the leads you do generate are very low-cost compared to traditional marketing."
I'd tend to agree with that one. Social networking shouldn't replace how you market yourself and sell, but it's a way to be part of your customers' everyday lives in a way that's not intrusive. I launched the Stitches Magazine Social Site (www.stitchesmagsocialsite.com) in August 2008, and since then we've picked up 1,500 members who connect with each other, post videos and images, live-chat and blog. I've also made lots of new contacts who've enhanced Stitches via the site. This January I entered the Twitter-verse (www.twitter.com/ASI_Stitches), and after about three weeks I boasted 61 followers and 129 tweets. So far, Twitter has been an easy way for me to send out links to videos, surveys and contests to my decorator followers (I sound like a guru – nice for the ego).
At Stitches and ASI – where we have numerous Twitter-ers (check out our tweet tracker on www.asicentral.com), a Facebook page (we're ASICentral), an Internet radio show (www.asicentral.com/radio) and blogs (see President and CEO Tim Andrews' blog at www.asicentral.com/timblog) – we measure success in terms of how we expand our brand awareness and communicate with our members.
"Our social networking efforts have allowed us to further our message and brand, and helped us solidify relationships with our current members and forge ones with new and prospective members," says Vinnie Driscoll, ASI's online editor and our "chief social networking officer." He adds, "Through open communication and interaction, our social networks have been a valuable tool."
Want to learn more about social networking? We recently hosted an ASI Education Webinar, "How Top Decorators Connect With Clients Through Social Networking" (you can watch it on demand at www.stitches.com/upcomingwebinars) that got rave reviews. For example, Jane Swanzy, owner of Swan Marketing LLC, says, "This was one of the best Webinars I've ever attended. The content was relevant and well presented." So check it out!
Nicole Rollender
nrollender@asicentral.com