Navel Gazing Online
Dianne Bruce, executive director of Edward Street Child Services, isn’t alone when she asks, “Who cares?” when it comes to social networking.
Many people look at sites like Facebook and Twitter and see legions of self-absorbed nitwits obsessively chronicling every un-interesting aspect of their lives for the world to see.
And there’s a bit of truth to that appraisal. Users of Facebook and Twitter can easily get carried away, posting not one, not two, but 200 photos from their inauspicious nuptials. And I must admit, I have been known to overdose on social network exposure.
But putting the personal aside, there is a very real purpose to social networking in the business world, a fact that Bruce and many other local business owners are discovering.
Networking 2.0
Bruce was an attendee of a recent Women’s Information Network meeting at the Worcester Regional Chamber where I gave a brief talk on using social networking tools in the business world. I should mention that I am in no way an expert, but am an enthusiastic participant, both personally and professionally.
Over the past year or so, the Worcester Business Journal has made a concerted effort to have a real presence on all the major social networking sites, including Facebook, Twitter and LinkedIn. You can now look behind-the-scenes of the WBJ and stay on top of the latest headlines thanks to these social networking sites.
And while social networking sites are a no-brainer for a news gathering operation like the WBJ, they aren't always a natural fit for every business or nonprofit.
Bruce’s skepticism was shared by many of the attendees at the WIN meeting, but at the same time it was tempered by an acknowledgement that the world — and the way we all communicate — is changing.
As the head of the Edward Street Child Services, Bruce works to support the delivery of early learning services in the Worcester community. And part of that job is reaching parents, who in many cases are right in the demographic sweet spot of sites like Facebook.
“We do indeed need to figure out a way for us to reach that audience,” she said. “That’s a problem for us.”
So, a Facebook page may be in Edward Street Child Services future after all, particularly if Bruce is able to land an intern to help jumpstart the effort.
Alice Webb, owner of EarthDesign Landscape Architecture in Worcester, also attended the WIN meeting and is relatively advanced when it comes to social networking. In September, she started a Twitter feed for her business (www.twitter.com/EarthDesign) on the advice of her web developer. Although she was skeptical, she has seen an increase in her Google search results, which she attributes to the increased links back to her site from Twitter.
“I tweet mostly about things that have to do with my profession — some things that are going on locally, nationally and around the world,” she said. She did admit that she hasn't connected with a lot of clients through Twitter — yet. She mostly follows or is followed by others in the landscaping industry.
I kind of look at Twitter as the social networking for the true diehards. Unless you are glued to your computer or your handheld device, it’s hard to get a lot out of it. Also, as Webb found out, the smaller audience of Twitter (some 18 million) is limiting. I’ve found setting up a Facebook page for the Worcester Business Journal much easier and less labor intensive, but at the end of the day, it really depends on your personal preference — and the nature of your business.
And for Webb, who was a cautious adopter of Twitter, she says she’s gotten some real value out of effort.
“I don’t feel like it’s wasting my time,” she said. “I am learning more.”
Got news for our Digital Diva column? E-mail Christina H. Davis at cdavis@wbjournal.com.
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