J. A. Russell
Villa Maria Estate
Scenic Hotel Group
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Linda Coles [Guest]
Call them what you like, web watchers, social stalkers or plain and simple voyeurs; they are all doing the same thing - watching you online!
That’s not meant to sound creepy; I refer to those people that are quite happy cruising around the web and watching what is being said and what others are up to in either a business sense or social sense, it really doesn’t matter.
It took me a little while to realize that these web watchers are out there, soaking up some of the best information available, and using it to achieve something in particular, but they never let on that they are there. You might find them in LinkedIn groups, industry forums, or as fans on Facebook pages they are interested in, but they are there.
Let me give you an example or two. Only recently I was attending a conference in New York and obviously needed a place to stay, so I searched Google for hotels in the area I wanted to be in. I narrowed my search down to three hotels of which there really wasn’t much between them. They were similar prices, had similar facilities and in a similar location. How was I going to choose which one? Who has a Facebook page that I can visit to see actual customer experiences and comments?
Only one did, and on visiting that page, I could see that the hotel itself was being helpful by adding information about local events and attractions, as well as comments from happy customers who had thought the hotel and staff were great. Not only that, but if you mentioned Facebook at the time of making your booking, you got a free upgrade!
At this stage, I am just a web watcher. But I now have a good reason to start participating and let the hotel know I exist. After making my booking, I then communicated further with them through their Facebook page rather than email, very often quicker and easier with some companies.
I’ve copied this next story from my book “Learn marketing with social media in 7 days”. During a recent conversation with a company director, he told me about a prospect that had called him after doing his due diligence on his company. If he was going to part with a large amount of money, he wanted to see if the company practiced what it preached.
He looked at the team’s LinkedIn profiles to see if they were all of the same standard and displayed the same company message, that the company Facebook page followed suit, and maybe even looked at some of the other sites to see if everything was ‘on message’.
It wasn’t. It wasn’t consistent all the way through. Now if that person had not picked up the phone and called the director to tell him what he’d found, he may have simply just decided to not become a client and no-one would be any the wiser. What it did do was make the director’s company sit up and take note that it needed to get its message consistent, and pronto. How many other prospects has it lost that they don’t know about because its social media message was not consistent?
My point? Remember they are there. They are possibly your business prospects just watching how you operate and work with others before they decide to commit to your product or service. Be aware that not everyone out there on the web is happy to make themselves known to you, you simply don’t know who is taking in what you or your business is doing, good and bad.
Linda Coles is an International Speaker, Author and Consultant at Blue Banana
11:49 a.m. Thursday, 16 February 2012
Linda - you make an excellent point here. As you know - we regularly post blog articles on this site, but to be honest we don't always get as many comments back as we'd hoped. At first were a little disappointed as we were using the number of comments on each article as a measuring stick regarding whether the blog was viable or not.
However, when we look at our Google statistics we see that not only is this Blog area one of the most read areas of our site, it is often the first point of entry. That means the blog itself, or more to the point, the various articles, are what's bringing people to the site. In addition, when we get new website enquiries, invariably they mention one or other of our articles saying they liked what they read and that it gave them confidence we knew what we were talking about.
So, I totally agree, there are a lot of watchers out there and it's important to realise that with everything you publish online. Thanks Linda - and we can also highly recommend Linda's book 'Learn Marketing with Social Media in 7 Days - an easy yet informative read on social media marketing.
2:50 p.m. Thursday, 16 February 2012
Yes, I'd liken this very much to when you go to a conference or seminar etc. Most of the people in the room will have been actively paying attention - yet when the floor is opened up to questions, only a few people actually get up and ask something.
Doesn't mean that everyone who doesn't stand up is not interested in what was said at all - other reasons stop them participating. But, by the same token, if you've presented well, even without this active participation, they could now be active converts!
10:23 a.m. Friday, 17 February 2012
Good points made here. The more active you are on the web, the more visible you become. That is good, but you need to make sure that you're consistent with what you say and that it does reflect what you want to say.
Hey - I just realised - I'm in the minority percentage that does comment on blogs. Be interesting to see how many people do get to read this article over the next few weeks vs the number of comments it receives
2:49 p.m. Friday, 17 February 2012
Hi Jo, Good point! It is very much like that, a good analogy.
I myself read heaps of posts but don't always comment, which I know I should do not only to show my appreciation, but also for the back links back to my website. Google loves those :)
Thanks for your comments everyone.
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