Are You Playing Hide and Seek With Your Client?

Many of our business-to-business clients are active in the social networks, and I often have the opportunity to help them with developing a strategy for their online interactions and content. One of the most important, and often overlooked, efforts that goes along with being active in the social networks is letting your clients, colleagues, and friends know how to find you online. While it seems obvious that you would announce which networks you are in, many companies' efforts stop after putting their social network icons on their websites and leave their clients with a game of "hide and seek."

I recently visited Davenport, Marvin, Joyce & Co. and was very pleasantly surprised to discover that in the lobby of their building, a sign had been posted by the elevators listing their social media profiles and inviting visitors to check them out online.  Not only was the sign nicely done and professional-looking, but it was positioned prominently and in a place where all visitors would pass it (DMJ's office is on the 2nd floor of the building.). Further, it was not printed on a paper flyer or small card, but in a permanent sign-holder. What does this tell me as a visitor? Several things, all of which are very positive:

• DMJ is committed to their efforts online, and their participation in the social networks is not a short-term activity.
• Management understands the value of social media as a key communication channel and is on board with efforts to connect with clients and friends in the social networks.
• They sincerely want their guests to connect with them.
• DMJ embraces the use of technology.

I was so impressed with the signage that I  wished I had an elevator lobby to feature our own sign!  In the absence of the lobby, though, there are still many ways companies can spotlight their social media activities and invite participation. Some of these are the following:

• Adding links to the company's social media profiles in all email signatures (Does your company have a standardized email signature?)
• Including a verbal invitation to check out the company online in voice mail messages
• Front desk or waiting room signage
• Window-clings (clear adhesive removable signs which adhere to windows and glass surfaces)
• Bathroom signage, either by the sinks or on the back door of  individual stalls
• Printed bags (such as the plastic bags dentists often give out with toothbrushes in them)
• On company business cards
• On company letterhead, invoices, and other forms
• On the back of company envelopes
• Vehicle signage, lettering, or bumper stickers (to distribute to employees)
• On promotional items like cups, pads, t-shirts, etc.

Can you think of other ways to list your social networks and invite participation?