Part 1: Introduction to the Social Media Concept
"Social Media" – from confusion about what exactly it is to hesitation even talking about it, the term gets a variety of reactions from homebuilders and manufacturers. For those home builders and manufacturers who are aware of what social media is, it is a hotly debated topic. Perhaps some of this reluctance to use this new tool comes from a lack of understanding of its current use and potential. I hope to shed some light on exactly what social media is and how some people are using it to connect with people their business may never have connected with before.
From the World Wide Web to Web 2.0
During the early years of the Internet, companies were in a similar position as they are now with social media; trying to figure out how they can use this new technology to help grow their business. Once we got past the days of blinking text and marquis announcements, we arrived at an age when it was suddenly unthinkable for a company to be in business without a website.
However, websites during what has become known as Web 1.0 were just a collection of online brochures – one-sided conversations which told visitors to your site who you were and how to contact you, but demonstrated very little interest in what they had to say.
Then, almost overnight, Web 2.0 was upon us. Internet users suddenly expected to have a voice of their own. The reviews and forums of the past evolved into user-generated content, blogs, Facebook fan pages, Twitter discussions, video responses on YouTube … In short, that precious control over the corporate messaging that companies enjoyed for so long became public domain in a big way.
The Conversation is Happening. Are You In It?
Social media has been called a "glorified time-waster" by some, but, like all advances in technology, despite the critics, it has continued on in its pace until almost everyone has a Facebook page, a YouTube channel, or, at the very minimum, a LinkedIn account.
People use these online tools to connect with others in their industry, reconnect with old classmates or long-lost friends, promote their favorite causes, or express their opinions about the latest trends. And inevitably, the best form of advertising (or worst, depending on your viewpoint) occurs when hundreds or thousands of people begin talking to each other - word of mouth advertising.
This is particularly worrisome for the home building industry because there are so many variables in putting a new home together. From materials distributors to sub-contractors, a lot of what goes on during the construction phase is out of the homebuilder's hands. And when John and Jane Smith move into their brand new home and something breaks within the first few days, they don't remember (and then complain about) Mr. John Q. Subcontractor, who's really to blame for the problem. They remember and complain about ABC Home Builder, who's name is all over the contract and warranty.
Companies can be skewered in a matter of seconds by an angry mob, or, conversely, a product line or new home community can be the next viral flavor of the day due to social media. Many new home builders are hestitant to enter the social media realm due to the former possibility, and that is completely understandable. However, at this point, the conversation is already happening beyond your control. You can either not be in the conversation and let someone's opinion speak for you, or you can jump in and work to build, repair, or rebuild your reputation ... and maybe even gain fans in the process.
End of Part 1
Next time, I'll discuss how to enter the social media conversation, including the tools (Facebook, Twitter, etc.) and how to properly use them. I'll also provide some examples of companies that are doing a good job of using social media to build their brands.
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Keith Goode is the Search Engine Marketing Manager for Builder Homesite Inc. and can be reached at kgoode@builderhomesite.com
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