Social Media sites are a place for casual connections with others. Sometimes we meet new people there, sometimes we can connect with those we know but don’t get to see regularly. We can meet at the water cooler to discuss the weather, TV shows or movies we have seen, last night’s game, our workday, or hobbies.
The real value here is being able to connect with people of like interests and needs. As a cabinet shop owner, you can “meet” people who are remodeling their homes, contractors who are looking for new sources, and suppliers who have new products or ideas on green building practices. Meeting people who you would like to connect with is much easier than you think online.
“Sure’” you are saying, “but how is chatting with someone in Singapore going to help my cabinet shop in New Jersey?” Well, virtually all Social Media sites can be tailored to specific geographic regions, so you can find fellow Twitter users in your city, region or state. You can search contacts on Facebook and Linkedin by area.
And there is one more arena that I consider Social Media that most Web 2.0 experts never touch on: Online Forums. There are dozens of online forums that cater to woodworking. WoodWeb (www.woodweb.com) has a forum for professional shops, where users can post questions in a number of categories, and other wood professionals from all over the country will answer. August Home Publishing, the publishers of WoodSmith and ShopNotes magazines has an excellent forum at www.woodnet.net While it is largely geared toward hobby woodworkers, there are a number of manufacturer’s employees and owners who are regulars and have gained excellent reputations by being helpful and informative on the site. Rockler sponsors the Women in Woodworking Forum (www.womeninoodworking.com/forum) While it’s focus is obviously for women, many men post there as well.
The rules on these forums are much the same as we have discussed before; Be helpful and informative. Build a reputation as a friend of the industry/hobby. Don’t solicit. (some forums do have places to post items for sale or trade, but follow the rules) The reputation you build will speak loud and clear for you. These forums are communities. You simply cannot post your first message telling everyone about your hot new product. I have seen the group react very badly to this. These forums are not another advertising space. Social Media is about relationships, not another screaming commercial. And don’t ever try to pose as a member and slip in sneaky ads that way. The group will see through that and you will never be trusted.
Use the forums properly, and the rewards can be great. I know a representative from a major tooling manufacturer who is a regular on one of the forums. He is always helpful and honest with the group. He is so trusted now that when questions come up about sawblades and router bits, either the poster will simply pose the question directly to this member, or other members will tell the poster to contact this rep! How much do you think that sort of “in” with your target market is worth?
So, try out the Social Media sites. Seek out some online forums where your potential customers may go to find advice and information. Be helpful. Be knowledgeable. Hang out at the World Wide Watercooler and see who drops by for a chat.
Again I invite you to look me up in the Social Media realm. I can be found on Facebook and Linkedin as Ralph Bagnall, and on Twitter as Consultingwood. Come say hello and I will be happy to show you around.
