Congratulations! You and your staff are on Facebook and Twitter. Now what? Chances are, there are people out there who want to know a little more about who you guys are and what you do. But, as part of a corporate entity, it’s not just the individuals they’re interested in, it’s your company, too. So what do you do?
Assuming your staff’s Twitter / Facebook profiles are company owned, you could just point all their visitors from Twitter and Facebook to your very corporate “About Us” page, but that’s often a little staid and obvious. This is about social networking, and each person you designate as customer facing is just that — a person.
So rather than have a catch-all web page or blog article that just lumps everyone together into an amorphous blog of “we” and “us” business speak, why not let those people write something of their own in an article of their own? Why not let them talk about themselves, what they do, their interests, why they’re on Facebook, Twitter etc (here’s where corporate guidelines will need to be observed, to ensure some degree of consistency) and what their follow policy is?
If the social web is about the conversation, then what’s the conversation worth if we don’t talk to people? As I’ve said for years, people must first buy into people before they buy from people.
Taking things a step further, I’d recommend letting your team add photos of themselves, to give that personal touch, so that those in their social network can see the person they’re communicating with. Then add links to those personalized web pages into Facebook and Twitter, and voila! Everyone has their very own ‘landing page’.
What should a landing page include?
- Start with something about you and your role in the business.
- Then follow with something about you and your own interests, either within or outside the business.
- Talk about why you’re on Twitter / Facebook and what you intend to get out of being their.
- Discuss your follow policy — how and why you choose to follow certain people, and whether you reciprocate their following you.
- The advantages of having landing pages
There are possible other advantages here, too. For example:
- If you choose to have each landing page as a blog article, then you have a collection of articles enriched with information about key members of staff, which will greatly increase the chances of your website being found. Let’s say you have a very active social networker on your team, having their name more visibly attached to your business increases your search visibility and helps with the smooth transition of trust between both you and your staff.
- If you have a socially active team, active in different social networks, your business stands a much greater chance of being exposed to a far wider and deeper audience, of not just prospective clients / customers, but of suppliers, industry leaders and possible future employees, or perhaps investors.
In creating landing pages for Twitter, Facebook et al, you’re people first and business second. And since business is all about people, coming second never looked so good.