Social media have become an important tool for private and corporate communication. They have changed our communication style, but one thing has remained the same: It is the content that counts.
When photographer Gian Andri Giovanoli from Sils shows new pictures, he doesn't have to organize an exhibition: his Facebook page”SME photography” is a virtual exhibition space and networking site for him. “In the beginning, I only used Facebook privately. Over time, I realized that it was a very efficient and cost-effective platform for my work.” Like Giovanoli, more and more SMEs are using social networks (social media) for their business purposes. Industry giant Facebook is a very important channel: In Switzerland, over 2.7 million users were on the blue pages in December.
In addition to Facebook, an almost endless variety of social media has spread for private and business use. Since the platforms are mostly available worldwide, the potential user base is very large and the services can sometimes be tailored to the very specific needs of users. Internet users love new offers and are also adapting their behavior to them: For example, more and more people are looking for information exclusively in video format.
They have thus made the video platform YouTube the second-largest search engine after Google. Like the photo platform Flickr, YouTube is therefore a potential channel when companies communicate.
Formulate clear goals
“Before getting started on social media, a company must think carefully about what it actually wants there,” advises Hans-Peter Rest, communications manager at Graubündner Kantonalbank. For him, there are three questions at the beginning of a social media engagement: “Do I even want to be found online? Do I want to disseminate information via social media, and which? Do I want to actively maintain relationships with my customers via these channels?”
Rest thus addresses what is arguably the most important difference between communication in social media and that in traditional media: a company's willingness to engage in dialogue. By publishing news, a company is only making a start today. After that, a dialogue with customers often begins. “Contacts on social media must be maintained,” Gian Andri Giovanoli also points out. “If I don't liven up my channels with news every two weeks, they fall asleep.”
In addition to communication for their company, managers also use social media personally: Through professional networks such as LinkedIn or Xing, they keep in touch with former work colleagues, customers or journalists. On these platforms, however, they can not only maintain their direct connections; they can also see who their own contacts are connected to.
Such second-level or third-level contacts quickly number in the thousands and are very easy to reach thanks to the platforms.
Attractive content and added value for readers
The St. Moritz management consultant relies on LinkedIn and Xing, but also on Facebook Urs Grimm: “I barely get to know new people via social media, but rebuilding lost contacts is a very important function. Social media doesn't replace direct, human contact for me, but they are very good tools for maintaining relationships.” And photographer Giovanoli confirms: “On Facebook, I can easily find people I've lost sight of. That is very important for my work.”
Whether it's a private site or a business platform: If you want to be successful on social media, you need to have something to say: “It's the messages that count and the question of how I can offer my readers added value,” says GKB Communications Director Hans-Peter Rest. In his spare time, he plays in a tome and uses social media for them too: “Whether it's a cantonal bank or a rock'n'roll band: the message counts in terms of communication.”
(Published in the Engadiner Post on 10.1.2012)