The past few weeks have consisted of working on the book for Chocolate Milke. We started the founder’s chapter and will begin interviewing as soon as possible. We are doing this because Chocolate Milke is currently struggling with the size of their audience which falls back to the exposure section of the sales funnel. This is the section in a business where they get the name of their brand out to the public; the potential customers are first learning about the business. They can do this through advertising, events, social media/blogging, word of mouth or many other ways. Our strategy here is to feature the founder of Chocolate Milke in a book about inspirational women, along with other women in the Los Angeles area to play off of their audience, ultimately gaining more exposure for Chocolate Milke.

Social media is a great way to grow your brand and to learn about your audience. You can see different demographics through social media, meaning you can cater ad campaigns and products off this knowledge. Ultimately, learning about your audience helps you to target them more effectively.

I have seen first-hand Chocolate Milke benefit from social media. They have someone famous, or well-known–recently Alyssa Milano–post, share, blog, or retweet a photo of a child in their product. This leads to all of their followers/friends to see this, ultimately creating more web traffic for Chocolate Milke and expand their company to finding new customers. It helps to get their name out there even more.

Along with this comes the idea that social media can be a way for people to give feedback to the company. It provides valuable insights on what the customers are thinking and feeling about the products. Looking at their feedback and staying active by posting and socializing with your customers via social media can help to create meaningful relationships with them.

Ultimately, social media lets a business increase their brand awareness and reach. It is a good way to generate leads for a company and get people to start talking about their products.

Interviews are important for businesses as well, even if they don’t get the same amount of praise as social media. Businesses conduct them when hiring employees, sure, but they can also use them to find out more about what customers and employees think of their business. Here are some tips I have learned to get the most out of your interview.

  • Make the interview more of a conversation: The more comfortable the interviewee feels, the more they are willing to talk. You can get more information out of them to learn more about them.
  • Have some questions laid out: During the interview, it is good to have a few questions laid out to direct where the conversation is going. Not all questions have to be laid out, as some may arise depending on their answer, but a few questions is better than going in blind.
  • Let them talk: There tends to be silent moments when the interviewee is answering. Don’t jump in and speak right away. Give them time to collect their thoughts; they may have more to add on the subject at hand.
  • Record your interview: Let the interviewee know that you are going to record the interview. Recording the interview is helpful because it allows you to go back, after the interview, and listen again to what they said. This allows the interviewer to be more engaged in the interview, as you are not trying to transcribe everything they say.

Using social media to learn more about potential and current employees can be useful, as is interviewing. Many employees use social media as a recruitment tool, which leads to interviews as a way to find out more about if the candidate would fit in with the company. From a marketing perspective, businesses use social media to connect more with their customers. They could ask their customers interview-like questions through social media to get feedback, similar to an interview to find out more of what the customers think about their products and company or even more about themselves for them to use to learn more about their customers. Overall, both social media and interviewing a good tools to use when looking for what customers think of your business.