Any credible venture today cannot seriously engage their markets, manage customers and partners or even compete without including social media in the marketing strategy.

This is the view of technology experts focused on the development and application of bleeding edge solutions that offer advanced functionality to effectively operate and manage business.

Aldo van Tonder, Solutions Executive at Dac Systems, says that social media and social networks represent the most cost effective and most powerful marketing and visibility tool available.

“We have seen what can happen when the public jumps onto this and starts collaborating on topics that are trending. I believe it is very important to keep your finger on the pulse of not just your business, but also on trends in the industry … it is critical to be engaged in social media,” van Tonder adds.

The reality of operating in today’s market is that it affords little opportunity for business leaders to be closed off and limit public exposure. Social networks and social media are now part and parcel of trade and industry.

Another reality is that social networks and social media add value to both internal and external business management strategies. “Both platforms have benefits, but I think certain information should be kept internal. At the same time trying to block external platforms will just cause people to find alternative ways to access it. Using their own smart devices, most people are already permanently connected to social platforms so why try and fight it?”

The influence of social media has evolved to the point that all forums, including major players like Facebook, Twitter and your own blogs, have to be considered.

Locally, executive leadership of businesses are still hesitant to actively participate in the public domain as part of their role in the organisation.

Van Tonder believes this mindset will change going forward as they realise the full value of social media.

Building the brand

Part of the reason for the rapid development of social media and social networks, and their popularity in the workplace, is because of their potential to strengthen the brand.

“Leading from the front and from the top I believe is a very good motivation for staff and for the organisation. If used correctly and controlled, I believe the brand can benefit tremendously from this. But, it really also depends on what and how this gets done and on what platform,” van Tonder continues.

The executive leader in the business has an important role to play in not only what social media and social networks are utilised, but how, when, where and why.

When it comes to aspects like smart devices, issues like Bring Your Own Device (BYOD) and Bring Your Own App (BYOA) have to be seriously considered and brought into a clear, effective strategy and decisively implemented.

“I gladly share company updates to my audiences and also information I believe is valuable to the communities at large. What is however also important is to note who is following you, who has read and commented around certain information and more. This creates a ‘door opener’ for customers and potential customers,” van Tonder continues.