Many companies use social media as part of their marketing. GAC is no exception.
Our profiles on social media show GAC as a dynamic force in the sectors we serve. By sharing regular updates, news, images and videos we strengthen our links to a growing online community of colleagues, customers, potential clients, partners, media, competitors and more.
Several local GAC offices have created their own pages, with the support of the Group’s Editorial & Social Media Manager Amanda Millen and their respective Communications Managers. These local pages host both GAC Group news relevant to their target audiences, and local items that are unique to each company or country.
The business benefits of social media may not be clear to all, as they are difficult to measure in hard commercial terms. However, the benefits are there to be had, if we act intelligently.
After GAC Norway posted some photos of a recent job on their Facebook page, MD Mikael Rodseth noted that it generated interest from potential clients.
“I’m positive that if we can get some more attention on social media, it can create more business opportunities for us.”
― Mikael Rodseth, Managing Director of GAC Norway
Individual accounts by GAC colleagues can also provide a terrific platform to show off the Group - so long as the tone is professional, and clear of inappropriate or irrelevant materials. That’s why many colleagues active on social media prefer to maintain two accounts; one for business and one for personal stuff.
“Our sales and marketing staff mainly use LinkedIn to get more information about our customers, the person in charge and their backgrounds. Google is also useful for the same. Using LinkedIn does not bring direct results but it is an excellent tool for networking and keeping in touch with our customers.”
― Mikko Wieru, Group Sales Director (East)
Group Sales Director (West) Neil Godfrey sounds a word of caution.
“My key concern is that social media can be a time thief,” he says. “It can be useful for tracking what our competitors are up to but presumably they are doing the same for us, so that does not really give us an ‘edge’. Our new CRM system enables us to trawl the web for social insights posted by or about customers, either by them or about them.
“Time reviewing contacts and their companies on LinkedIn, Facebook, etc. can probably be better spent on matters of higher priority, such as direct focus on actual customers and known prospects which need mining or cultivating.”
― Neil Godfrey, Group Sales Director (West)
While many do not consider Facebook a serious business tool, some find it is a good way of maintaining the social side of their contacts. Neil has no issue with that but warns: “The boundaries between professional and personal can become blurred and there are potential risks attached to that.”