Turning Social Media Into Cash

Business card info scanned to clients' iPhones, attracting new customers via Facebook and recording tesimonials on YouTube — social media is changing the way companies do business. Harnessing this ever changing technology can seem intimidating to some, but Crystal Girgenti says she can guide them through it.

"Everyone of you can be a rock star," Girgenti told local business professionals as they dined on chicken and penne ala vodka at Tula restaurant in Monroe Tuesday. "We have to make every single one of our customers feel important and one way is online."

Girgenti, founder of The Social Strategist, consults with businesses on how to turn mastery of social media into increasing profits. She was the featured speaker at the Joint Monroe and Trumbull Chambers of Commerce Luncheon at Tula, 89 Main Street. The event was sponsored by Charter Business.

Ben Eison, a business account executive with Charter, touted his company's Internet service and the ways it can help local businesses.

During Girgenti's presentation, she noted how many business owners set up a website or a Facebook page, only to let it sit there.

Just as a store owner would never ignore a customer who walks through the door, Girgenti said merchants with a Facebook page must respond to visitors' comments or risk losing them.

Rule one in Girgenti's plan is: "You've got to be there."

"You need to be talking to your customers," she said. "People miss that a lot. How many of you talk to your customers?"

Rule number two: "You have to respond to people."

So many people seemingly share their every waking moment on Facebook and Girgenti acknowledged that it can sometimes be tempting to tune them out. However, she said engaging them can actually help to grow one's business.

For example, if a user who had a bad day vents that she could use a massage, a drink and a vacation, Girgenti said a travel agent could respond: "I can help you with the vacation."

Using Video

Though there are a wide variety of social media to take advantage of, Girgenti said not all may work for a particular business. She recommends going all out on one or two things rather than trying to use them all.

Posting videos on YouTube is one winning strategy, according to Girgenti.

An audience member said her non-profit uses YouTube videos to describe the organization and a banker said videos are used to describe their product lines.

"YouTube is the second most famous and used search engine out there," Girgenti said.

Because it is owned by Google, Girgenti said posting videos there is a way to get your business' name at the top of a Google search without paying for the prime placement.

It does not all have to be done with video. Animoto is a software that allows people to set photos to music, Girgenti, said, though one businessman warned against using music that could get you sued for violation of copyright laws.

"Everyone should have a commercial for their business," Girgenti said.

Businesses can also find ways for regular videos. For instance, Girgenti said a trainer posts "Patty's Friday Fitness Tips" once a week.

Girgenti shared four ways to use video: Having a commercial, offering tips, demonstrating your product and filming client testimonials.

"That's an important piece," she said of the testimonials. "They have to tell what they get out of your business — not that you're a great guy or that you have a nice haircut."

"When you have this on YouTube and you share it with people, you will gain business," Girgenti said. "You want to put a link to your website to generate traffic. Get them to your website to learn more."

Linking in Professionals

Firms often used LinkedIn for business-to-business clients.

"You should be connecting with current, past and potential clients," Girgenti said.

She criticized the common practice of simply emailing people and asking them to join your professional network through LinkedIn. Girgenti compared it to walking up to a total stranger on the street, introducing yourself and asking them to join your professional network — awkward.

Instead, Girgenti said to tell them how you could help them to get new business by joining your LinkedIn network.

"Once on LinkedIn, educate them by posting articles about your industry, business and you," she said. "Start a conversation with them. Comment on something. 'Hey that's a great article! Thanks for sharing it. It helped me to do this ...' Guess what? You just bonded."

"You give twice and take once. Connect with everyone you know and give them a warm welcome," she added.

'How Cool Are You?'

"Online marketing is just a piece of your pie," Girgenti said. "You have to tell them offline to get them to go to your accounts online."

One way is for advertisements to say: "Follow us on Facebook." But Girgenti said she has seen businesses make the mistake of doing that and not including their web address.

"How many of you have your social media addresses on your business cards?" she asked. "It does drive traffic."

Girgenti shared one last tip, turning over her business card and showing a scan code on the back.

"You hold up your iPhone and it takes you to my website," she said. "You have to know about this. When someone scans your business card, your information goes right into their phone. How cool are you? Guess who's getting business?"

Lauren Martin of Trumbull, an executive recruiter with Key Alliance Staffing LLC, was impressed with the YouTube tips.

"I never thought to connect that way," she said.

Martin also plans on commenting with members of her network on LinkedIn. "I think that would be beneficial to me," she said.