It's a good thing that the incoming US administration is planning on a cabinet level position to oversee technology; there's a lot of information out there, and it's getting harder and harder to manage.  Anyone who has read this blog knows how vital the internet has become to professional development. Have you thought about it's value to your organization?

It's not just for big business; incorporating Web 2.0 into your organization's business plan will improve it's vitality, whether it's a mom&pop shop, NPO, a professional association, or a megacorp.  And if you aren't, you're cutting off a priceless pipeline of new business, as well as strengthening relationships that guarantee repeat business. Business is about relationships as much as it is about supply and demand, and the internet can help you build relationships with people who haven't even walked through your doors yet.

I could write daily for a year on how Web 2.0 tools can add value to your business, drive new business, and help you build relationships with your clients. With the exception of owning your own domain for your website, they're all free (or have perfectly adequate free versions).  For now, I'll just stick to the highlights.  The basic tools your organization needs to be using are:


Websites are actually Web 1.0, but not enough small organizations are utilizing them. They aren't just vanity pages for individuals and for big business. They don't have to be intricate (although if you're a retailer, you really should consider online ordering).  Domains are cheap, and even static sites can drive.  At the very least you should have your location, contact information, hours of operation, and basic information about your line of business. I was very disappointed earlier this year after a fantastic experience at Bella Vision on 38th Street, but they don't even have email for me to send them a kudos letter, let alone a website to link to from my blog.

Blogs can be used as a website, as long as you update them.  And there are many free blog sites. You could talk about specials, new products, tips on using your products, and anything you'd ever say to customers. Because blogs have comment capability, you can get direct feedback from your clients. Most blog sites have syndication capability as well, which means people can view your updates in their feeds.  I have several organizations I follow via syndication.

Twitter is a micro-blogging site, allowing you to follow and be followed by other members.  You could 'tweet' specials, holiday hours, announce arrivals of products, special events, etc. If your organization is a professional association, you could post reminders of meetings, and registration deadlines. It's perfect for those little announcements you want to quickly get out and much, much faster than mass email.

Facebook not only allows you to create a personal page, you can create organization pages with information on location, contact, hours of operation, etc.  It's a more mature demographic than MySpace, and many organizations use it as an informal directory.  You can also create event pages, which can help you track RSVPs.


Those are the very basics your organization you should be using.  But wait, there's more!  Advanced Web 2.0 tools for organizations include:


LinkedIn recently added company profiles that include key statistics and link to related organizations. In the greater Austin area, there are 163 organizations that have 1-10 employees (out of 1,426 total Austin area organizations).  Your connections on LinkedIn can endorse you, but only if you approve it. Once you've approved an endorsement, you get listed as a service provider. People use LinkedIn not only to connect to those they know, but to find potential new service providers.  Are you doing the math, yet?  

YouTube isn't not just for personal videos, as long as you own the rights to the content, you can post videos.  You can create advertisements, presentations, news releases, interviews, and lessons.  A How To video related to your line of business would be a great way to establish expertise and get free promotion.  A great example of this is the Alamo.  The Alamo Drafthouse has 679 search results on You Tube, from their "kick your ass out" bumpers, monthly previews, interviews, and other video from special events

Wikipedia has entries on everything; you can post your organizations history and more. Company Profiles are not uncommon there. Another Alamo Drafthouse example is their profile there; it includes a description of setting up a Rolling Roadshow event.  Do be aware that anyone can create a wikipedia account and submit edits to Wikipedia entries.

Flickr is a free photo and video hosting site.  If you use a blog or website,you need a location to host pictures, and Flickr is just one of many free sites.  Alamo Drafthouse takes lots of pictures of their events, and posts them for their fans to see. They also use it for media pictures to help with media coverage of their events, especially Fantastic Fest.

As you may have guessed it, the (original) Alamo Drafthouse has embraced social media. With the except of LinkedIn, they use them all.   Their website includes general information, menus, signature event pages, merchandise, advertising, calendars, a blog, and an ordering system. They also use mobile text alerts, mailing lists, and RSS feeds.  Each of their weekly programs, and some of their signature events have their own facebook pages, as well as event pages for RSVPing.  

What the Alamo team has done is ensure their already enthusiastic fans keep the word of mouth going. I know if new shows are added, changes in venues for special events, and more. I can even see videos online from events, such as the infamous "Muppet" shots after Hellboy II: The Golden Army special screening. So the Alamo is rarely out of mind.

But don't think your organization can't use these tools just as effectively.  You can still incorporate social media effectively and cost efficiently into your marketing plans, and it will only cost you some time.  This may be confusing to you, but I'm sure anyone you know under 25 could easily explain it. If you're still not sure how to incorporate these tools into your organization's marketing, just drop me a line and I can help. 

The tools are free. The value-add to your business is priceless.