Embracing Social Networking In The World Of Web 2.0

In January’s news article I spoke about New Media and the importance of using various pathways to educate current and potential customers and provide access to products and services. This month I felt that it was important to talk about Social Networking. What is Social Networking? “Social networking is the interaction of groups of individuals brought together by a common interest(s). The internet has taken this trend to a whole new level as websites have sprung up over recent years covering almost every topic imaginable. Most people had probably not heard of the Facebook and MySpace social networking sites until quite recently. But in just a few short years they have built memberships of 39 and 206 million individuals respectively.”

While reading the many newsletters that come in my inbox each day I came across this article regarding the Mayo Clinic and its foray into social networking.

Traditional medicine uses social networking to build word-of-mouth buzz.

Chances are you don't associate the words "social networking" and "Facebook" with medical care. But the Mayo Clinic wants to change that mind-set. Eager to take advantage of a modern-day marketing tool, in November the Mayo Clinic, a world-renowned medical facility, created its own Facebook page."This is a new reality and one way that people are communicating now and in the future," says Lee Aase, manager, syndications and social media, Mayo Clinic. "We need to be present." Like any Facebook user, the Mayo Clinic's page allows the not-for-profit organization to post information about itself, link to its three websites (for patients, consumers, and research and education), display "wall post" messages and photos, offer video and audio podcasts, provide updates on news and events, and connect with friends. Beyond that, Aase says, "what we really hope to have it be is all about people telling their own stories—describing what their experience was like here and connecting in that way."

The opportunity for patients to directly tell their stories online is an important word-of-mouth component for Mayo Clinic. "Social networking sites like Facebook are one means by which people stay in touch and share experiences," says Ed Keller, CEO of the word-of-mouth research and consulting firm Keller Fay Group. "Allowing people to express themselves—telling their stories in their own voice to their friends, family, and other members of their social network—is proving to be a powerful way for brands and organizations to join the consumer conversation and to help improve their own brand position as a result." Consumer self-expression brings authenticity and impact, Keller adds. "If consumers are happy with their experience with the Mayo Clinic, and they tell others, it will undoubtedly help Mayo to grow its reputation and market presence."

I cannot think of a better example than one of the world’s premier medical organizations understanding and commitment to utilizing the new media by building their business “the health care business” through understanding the importance of using their customers to help sell their products and services to one another by giving them a forum from which to communicate.
Every site or business that wants to expand and become profitable, needs a core group of supporters who will be willing to make purchases or recommend the site to others. Your site needs to perpetuate itself. The more supporters you have, the faster word spreads about your site. Social media marketing is an excellent way to get people to come into your site to take a look at what you have to offer. You will grow when there are a group of loyal visitors ready to always act upon what you have to offer.
OEM has taken the plunge by participating in Linkedin, their Lean 101 Sharepoint site, OEMpedia and their Lean 101 Forum which will allow visitors to speak to one another about their Lean Journey. In the month to come they will be participating just like Mayo Clinic in building pages on several other social networking sites as they spread the word about their commitment to getting the world on board their Lean Thinking voyage! How is your business building a word of “mouth buzz” in the social networking world?