Social bookmarking is a popular part of the social media movement. For the tech dweebs that is:) I say that lovingly of course, because I’m part dweeb myself. Though social bookmarking hasn’t quite caught on with the mainstream user, I’m confident that it will be soon. Most of the folks I meet are still grappling with what Facebook, Twitter, Blogs and LinkedIn are all about…but, hey, one thing at a time.
Even though I love technology, it took me a while to connect how I could use social bookmarking in a meaningful way. Once I got it though…it was like the parting of the Red Sea. The possibilities of how you can use social bookmarking as a customer retention tool are endless.
Whenever I speak on the topic of social media and social networking, I notice that people seem to be the most confused about how social bookmarking fits in. Even more confused than they are about Twitter, so that’s saying something. In Made to Stick, the Heath brothers talk about how to help people understand a concept that confuses them by tying it back to something that they can relate too. An analogy. In pretty simple terms, I tell people that social bookmarking is like having one gigantic, personal file cabinet on the Internet. You “tag” the web address of articles, video’s, blogs or websites that you like for easy reference later. Instead of file folders, you use an informal tagging system that lets you create categories that you’ll remember later on and can access quickly. AND…what I think is the coolest part of social bookmarking is that you can “share” your tags with others.
From a sales perspective, you could create categories that represent a particular clients’ interest. If for example, I’m your customer and you know that I love social media technologies (as everyone who knows me, knows that I do!), you would watch for interesting information that you would tag for Barb and share with me. I don’t have to rip an article out of Fortune Magazine and then send it to you manually with a personal note, although I still do a lot of that. Instead, I can tag articles that I think my clients and prospective buyers will find interesting and share them with everyone at once, or I can choose just to share with people in my private network. Either way…it’s a great connection point. Now, if you get your contacts to sign up and engaged in your bookmarking community, they can tag information that they then share with everyone in the community too. Very cool stuff indeed!
So, Digg, Delicious and StumbleUpon are 3 of the biggies…each having a slightly unique twist to their approach, which I’ll cover in more detail in subsequent posts.
Stick around…you really do want to know about how to integrate the use of social bookmarking into your customer relationship management approach, because THIS IS a key way to not only provide value but to differentiate yourself from the competition.
Can you dig it?