Newark Ohio Online Blog

July 11, 2009

Licking County business people embrace new forms of networking

BY ABBEY ROY
Advocate Reporter

NEWARK — Angie Palmer long ago did away with the notion that tweeting is for the birds.

The local business owner now considers the 140-character “tweets” she regularly posts to her Twitter account an integral part of her business model — along with regular updates to her Facebook page and a solid presence on the networking site LinkedIn.

“If you go onto Twitter or Facebook, you see a lot of small businesses are starting to promote themselves that way,” said Palmer, owner of Skye Public Relations in Newark.

Palmer joins the small but growing number of local businesses and organizations embracing social networking’s infiltration into the business realm — welcome or otherwise.

“We’re coming about it from a business standpoint,” said Cheri Hottinger, president of the Licking County Chamber of Commerce.

In addition to keeping a Chamber blog, Hottinger regularly updates her Twitter and LinkedIn accounts and recently created a Facebook page for the Chamber.

“My big goal is to educate our members on why to use (social networking) for business. There is business to be had by using that,” she said.

QUICK COMMUNICATION

Already, some local businesses that have opted to tread into the realm of social networking have seen results.

In the months since Hopewell Federal Credit Union made its Twitter debut, President and CEO Al Smith said a few young members have noted they are “followers” of the business — meaning they have linked their own Twitter accounts to Hopewell’s to receive Hopewell’s updates, which range from promotions to business news.

Smith said that is part of the idea behind the company’s decision to join the social networking scene: attracting the younger demographic.

“We’re in the young age,” he said. “We’re in the age where you’ve got to communicate quickly and timely.”

Hopewell’s Twitter debut also made waves in the credit-union industry, he said, with credit unions in California, Hawaii and even overseas contacting the business to see how they could set up networking sites of their own.

“We know in the credit-union community it got a lot of attention,” he said.

ONLINE MARKETING

As with many businesses and organizations, marketing has been a driving force behind social networking for the Weathervane Playhouse, which operates a Facebook page, Twitter and MySpace accounts in addition to its traditional Web site.

“I believe it has made an increase in our ticket sales this year,” said Kirsten Upchurch, general manager at Weathervane and the person primarily responsible for upkeep of the business’ social media presence.

“We’re on everything we can possibly be on,” Upchurch said.

Weathervane’s Facebook page boasts upward of 200 fans, who can count on regular updates there with show promotions and photos.

Granville podiatrist and online business owner Jeff Oster has garnered a domestic and international following for his Twitter account, which typically is updated with discussions of news in the industry and links to his online store at myfootshop.com.

Oster sees his presence on Twitter as an investment in a business strategy that has yet to reach its full potential.

“I think at some point, Twitter is going to become a searchable database,” said Oster, following up with an example: Someone searches “tendonitis” on the Web and turns up a link to Jeff Oster’s Twitter site.

“Twitter really represents several things that have yet to evolve,” he said.

HUMAN ANGLE

Despite its far-reaching potential in the digital world, one thing business social networking should not be is a replacement for old-fashioned face-to-face contact, Hottinger said.

“It should only enhance or add to your marketing,” she said. “It shouldn’t take the place of personal marketing.”

Palmer has a similar philosophy.

“Social networking, for myself, it’s not just online — it’s also in person,” she said.

Nevertheless, Palmer said she has faith in the networking capabilities that have allowed her to make connections beyond her accessible physical surroundings.

“I am a believer in this just because when people are on the same platform, they seem to feel they have certain things to share,” she said.

Additional Facts

TIPS FOR BUSINESS SOCIAL NETWORKING