Features

Most companies have mixed feelings towards social networking sites as a B-2-B tool to drive business forward. While some employers encourage staff to promote their company or brand on Facebook or Linkedin, others view it as an invasive medium, capable giving away too much information to customers and rivals.

Ashish Panjabi, COO, Jacky's Group says, "Social networking sites are essentially tools for communication which is a two-way process. While the common perception of a communication tool in a corporate environment is that it is a job done by a Marcomm team which essentially issues press releases, takes care of any sort of advertising (whether it be ATL, BTL, Web, Radio, TV, outdoor, etc.), organizes events or exhibitions, it is all generally a one-way dialogue. It is the company talking about themselves. Social media is very different, as it is about talking about yourself and hearing what your customers, suppliers or stakeholders have to say about you as well. This is very different from the traditional Marcomm situation. If you are willing to listen and engage in your business, then you can make social networking work for you."

Manoj Garg, general manager, Gulf Scan adds perspective saying, "If we cater to large corporate houses and brand owners for their printing requirements, I believe that in due course, we will need to create dedicated pages on Linkedin and Facebook to give a different dimension to the business relation and promptness with which we can be accessible. This may not create a business in real proportionate dirham value but it will help us in connecting to the niche group of decision/opinion makers within the same industry; and that value is huge. A person sitting in San Francisco in the same industry can share his views on the question you put up in the technical forums or a company based in Brussels wishes to start a new office in Dubai will come to know your services instantly. It is a more intangible than tangible in the beginning."

While Diana El Kara, marketing and communication manager Dynagraph adds, "Social networks can help a business keep in touch with its customers, stakeholders and employees. We have been using Facebook, Twitter, Linkedin and Xing since approximately end of last September. It definitely gave us visibility, outside of the MEA region, we also have fans who are not customers or stakeholders."

Buyers these days have access to information like never before, real power lies in the familiarity of the brand or company, and therefore printers and distributors can use this additional marketing tool to work their way into the daily lives of customers. Some companies, however, distrust such sites saying that too much information could be given away to customers and competitors.

Garg however feels that, "We are unnecessarily giving too much attention to 'opening the details of ourselves or getting exposed to competitors'. Your strengths and weaknesses are two major business references today for any customer and you cannot hide them. Ten years ago when websites were not there, customers were finding out about through brochures or printed material you printed for promoting your company. If that is replaced by a website, the same thing is applicable with social media. I reckon this is only an extension to websites. So all the three will co-exist- promotional material, web site and social networking sites. It is a matter of understanding relevance of macro and micro level usages."

El Kara agrees saying, "There are no real negatives, since you can control on what to divulge to the public. Networking sites cannot replace the face-to-face and direct, personal contact with customers, stakeholders and/or employees."

Judging by the number of printers using social networking sites it seems early days, and not many have yet joined the marriage party. On the other side there have been reports of companies mothballing websites and the expenses associated with it in favour of facebook, twitter or linkedin pages, though this trend does not seem to be very popular in the region.

Says Panjabi, "Social media doesn't mean you axe your website. It is there to complement it. Being on a social network is like being in a shopping mall, which your customer visits on a regular basis. You may expect your customer to visit Facebook every day but he may not come onto your website everyday. However, once he's on Facebook, you can guide him onto your website.

El Kara agrees, "Networking sites cannot replace websites, at least not for Dynagraph. The details and information available on the website are not all found on Facebook and vice versa. Our website is much more accessible, through which we distribute our products and services; while with Facebook we are able to post pictures and remind our fans of important events in our field on a regular basis, which we could not easily do on our website. While Linkedin is mostly used for human resources purposes."

Garg concludes saying, "Yes, we too have a website and it will continue to be there. Facebook and Linkedin could be additional elements not replacing ones. These social sites can be started for HR activities and be taken further as it matures. Through Linkedin I found an able candidate I was looking for. So it works, you should know what you want the social site to do for you it can be used the way we have used Google, Yahoo, and websites to our advantage."