I was surprised this past week when a business I am following posted a question I considered to be confidential, somewhat proprietary information. The question the owner posted to his followers was innocuous enough, or so it seemed on the surface. But it was seeking a response regarding a possible business alliance – would the follower consider this an opportunity worth pursuing? What the business owner likely didn’t realize was that among his followers were competitors, members of the press and dozens of others he probably didn’t even know. Add to that his, and all his followers privacy settings, their ability to tweet and repost and you are set for a world-wide announcement, you may not be ready to make.
If you are going to use social media, use it responsibly. I hate to sound like a PSA for alcohol, but if you’re going to participate, understand the risks.
Facebook has taken off among Kitchen & Bath industry professionals. Spend time on any of the LinkedIn kitchen and bath industry discussion groups and you’ll see that “liking” one another’s Facebook pages are among the most “discussed” discussions. Be sure you know who “likes” you. Your customers and their friends – that’s who you are looking for; or your competition (local or regional).
As a marketing professional, I encourage my clients to first and foremost determine their competitive advantage in their marketplace.
Among my suggestions – snoop on your competition to determine what they do, how they do it, how successful they are at it, etc.
Snooping is getting easier with new technology. In the “olden days” you needed to watch for TV commercials, find brochures, search for ads and maybe wait for a home show. Today just “like” them on Facebook, visit their website(s), Blog(s), follow them on Twitter… what’s next?
Are you making it easier for your competition to size you up? There is a fine line between enticing your customers to come visit to learn more and putting it all out there for the world (your competitors) to see.
As Stg. Phil Esterhuas of Hill Street Blues always said – “Hey, let’s be careful out there.”