John S. Wolfe

This image of a “virtual” Times Square reinforces the idea that businesses today need to operate in the “real” world and the “cyber” world.

When I talk with clients about the importance of an online strategy, I still see some reluctance. It’s time-consuming, there’s a cost involved, it’s unclear if it’s effective, and our customers really aren’t online are some of the refrains.

But those opinions ignore reality; there is a cyber world out there and, like it or not, your business is in it already.

Consider it “space”: people are in there sharing information and recommendations, on Facebook, Youtube, Twitter, blogs, consumer forums, and user-review websites. Don’t you think you should be there?

Companies large and small need to have a strategy for competing in the virtual world, just as they have a strategy for the real world. If they devote attention to how employees answer the phone, where to distribute ads or flyers, and what the office or storefront looks like, they also need to do that online.

There are four key online segments for any business. Some may be more important to you than others, but each is significant.

1. Listening: It is very easy for individuals to express opinions today and publish them for wider distribution than just the table at the coffee shop. To protect your brand, you need to know what’s being said, who is saying it and what traction it may be gaining. This can be done by an employee using search or, for larger firms, a provider like Radian6 or Synthesio. While critical comments can be demoralizing, they create an opportunity to win back fans by solving problems. Interacting with them is more beneficial than ignoring them.
2. SEO: Ted Turner once explained his secret to success this way – “Early to bed, early to rise, work like hell and advertise.” In 2010, advertising can be often be equated to how your business shows up in user searches. If you Google your brand and you’re not on the first page, you need an optimization effort. This involves website design, titles, keywords and a host of other factors. Don’t overlook this fundamental necessity: You probably rely on Google or Yahoo or Bing; so do your customers.
3. Engagement: There has been some discussion that corporations today don’t even own their brand. Customers do, and they can make it or break it through their comments. Imagine if your company could harness the allegiance, emotions, suggestions and megaphones of your customers. Would that make a difference in a positive way? The virtual world affords easier ways to get immediate feedback, identify and hone new products or services, and build brand loyalty. Rather than expect individuals to visit your website, companies need to go where they are – like Facebook or Youtube – and interact with them. And use tools like email and Twitter to solicit feedback and – most importantly – engage customers in a positive way.
4. Thought Leadership: In a world drowning in information, people thirst for knowledge. Every company – from the cell-phone provider to the extermination service – has the opportunity to educate customers on trends, innovations, regulations and challenges. Done in a timely and succinct manner, a company can extend its brand, become a trusted resource – and increase sales. If you’re not doing it, someone else is.

Of course, one size does not fit all. Most companies may find only a few of these “channels” to use, based on their market, their product or service and their capabilities.

Before your company jumps in, it’s vital to identify your objective, know your target audience and its preferences, and select the “tools” (social media, email, SEO etc.) that will be most impactful.

To sum up: Don’t forget about the “real” world. Just don’t ignore the “cyber” one.

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