Page 329 - Social Media Marketing for Dummies

About Us and Contact Us pages

The About Us pages of a website have traditionally included management team
profiles, investor information, company history, contact and address information,
company values, and fact sheets. Those sections are extremely important, and you
can make them all the more so by injecting social features. For example, include
links to the blogs and Twitter profiles of the management team along with the
traditional profiles.

The chief executive officer of your company may want to include a YouTube clip of
herself sharing her vision for the company and how the company can serve
customers. The company history page can link to external websites that explain
more about the company’s history, and the fact sheet can include quotes and
factoids from third-party providers and individual experts. On these pages, you
can feature expert influencers who endorse the company. See Chapter 18 for more
information on the expert influencers.

The Contact Us page requires special attention. It must not be a page that lists only
telephone numbers, email addresses, and locations. In today’s world, customers
assume that Contact Us means that they can talk to an employee right away about
a problem. Include live chat technology on the Contact Us page (if your company
sells a consumer product) and link to your company’s Twitter feed.

The Twitter feed matters because the customer may want to engage in a
conversation with someone in your company directly, then and there. What better
place than Twitter, where you can invariably make a statement that you’re
authentic and transparent?

Another potential solution for a Contact Us page is to enable customers to provide
product and business ideas to your company. Call it crowdsourcing, but customers
often don’t mind giving free advice to companies. The Salesforce Trailblazer Com-
munity (https://success.salesforce.com/), as shown in Figure 21-5, solicits
feedback from customers and encourages customers to interact with one another.
In recent years, it has received thousands of ideas from customers about every
part of its business.

On the site, customers can comment on the ideas submitted and rate them, push-
ing the best ones to the top. The most successful ideas are implemented in some
form or the other. It is a win-win situation already. The customers feel empowered
to provide constructive feedback, their voices are heard, and the company benefits
from the fabulous ideas.

Another great way to get feedback is to use a tool like GetFeedback (https://www.
getfeedback.com/), shown in Figure 21-6, which surveys customers to get their
opinions. The feedback is easily obtained by sending a thank-you email with a link
in it.
CHAPTER 21 Practicing SMM on Your Website 313