The three are among the many local and national business owners and group leaders using online social networking for free marketing.
“There are several companies that have done it successfully,” said Tanuja Singh, Northern Illinois University professor of marketing who is co-authoring “Surfing the Rift: The executive guide to thriving in the post web 2.0 world” set to come out in June.
The sites range from the uber-personal MySpace to the strictly professional LinkedIn, with Facebook falling somewhere in between. All of them offer free access to users, and a web of connections.
Many business owners said the sites are best used to connect with current customers.
“What I like is the ability to really light a fire underneath word of mouth and it’s a really easy way to share testimonials,” said Gertz, head of Hoffman Estates-based Freakin’ Genius Marketing.
Singh agreed.
“They are better for brand building as opposed to revenue generation,” she said.
National companies such as Target and Zappos have paved the way for smaller companies to get the most out of the sites, said Singh.
For example, Target created personality profiles for users to take on Facebook that linked back to merchandise selections tailored to the results. Local companies can use similar techniques, she said. For instance, a finance company could include free tools for people to calculate their net worth.
“Are you giving people reasons to participate in this community?” she said. “The important thing about social network marketing techniques … is they should not overshadow the primary purpose of the social network.”
It’s not just businesses that can benefit from the free marketing. Groups such as the Crystal Lake Young Professionals also have had success online.
Corbie Dimopoulos, co-chair of the Crystal Lake Young Professionals, said since they started a Facebook group, meeting attendance has gone from seven people to 27 people.
The group uses the account to remind members about upcoming meetings and events.
“I don’t think we necessarily thought it was going to be this helpful,” she said. “[It’s] an easy place for people to go … and I feel like a lot of people are on Facebook at least once a week.”
McHenry Chamber of Commerce President Kay Rial Bates, said her group plans to use Facebook to market events such as Fiesta Days.
“We are finding through our members that this is kind of another method to get the word out,” she said.
Haisler, McHenry County Association of Realtors CEO, said one thing he’s struggled with on Facebook is deciphering the line between personal and professional.
“When I first started my Facebook page, I had pictures of myself at the tree farm [for the main picture],” he said. “I realized that more members are joining though, and I’m here because it’s more of a professional site. I now have my tuxedo with my Realtor pin.”
He’s since decided that his focus is on professional networking.
“I’ve got 500 plus friends online and 400 of them are in the real estate industry,” he said.
Along those same lines, Gertz said people shouldn’t underestimate the need for etiquette just because the social interaction is virtual. For example, they shouldn’t bombard users with unwanted e-mails.
“You still have to be [respectful] in the same business manager style that you would if you were meeting them over a desk,” she said. “The more it gets abused the less valuable social networking is going to be.”
And, even though the marketing is free, the sites do require a constant time commitment.
“You have to keep things up to date,” said Osterhout, spokeswoman for Ala Carte Entertainment, owner of Finn McCool’s and Crystal’s Party Bar, both in Crystal Lake. “If people are going to your page and see drink specials listed and they’re not up to date, it just looks bad.”
Vanick, owner of Camp Bow-Wow in McHenry, said even with the possible pitfalls, business owners should seriously consider using the sites.
“Even if you just get two or three clients, I mean it’s free,” she said. “The more you have your name out on the Web, the more stuff that comes to you.”
