Article

Building the social network

The talk is everywhere – in the media, among family, at the office. So where do you stand on social networking?

Web sites such as Facebook (www.facebook.com), LinkedIn (www.linkedin.com) and Twitter (www.twitter.com) provide ways for friends, relatives and co-workers to keep in touch, but they also can be utilized in a business sense, by companies looking to expand their reach. And the list is growing.

Like changing channels on your television, Facebook and Twitter allow users to pick and choose the people, companies or groups they follow. If your company has a Facebook page or Twitter account, you hope to draw traffic and point customers in the right direction. Maybe it’s to your Web site or contact information. Maybe it’s to company discounts, specials or events. Maybe it’s to new and exciting product launches.
Short and sweet

Here’s a sampling of how propane companies and organizations are using Twitter, which allows a forum for short messages – called “Tweets.”

• The Lite Cylinder Co. preparing its followers for the big game: “Super Bowl is in 12 days … are you going to be grilling? Make sure you have propane.”

• The Pennsylvania Propane Gas Association reminding its followers: “Propane emits nearly 60 percent less greenhouse gases than electricity, making it a great choice to plug the gaps in solar/wind energy systems.”

• The Young Gassers planning its event at the Southeast show: “Looking at spaces for our 2010 Young Gassers Reception being held April 11, 2010, Southeastern Convention & Expo, Atlanta, Ga.”

• Timmi Zalatoris, the director of staffing and Human Resources Information System at Ferrellgas, advising job seekers: “Follow my tweets for job and career openings at Ferrellgas. You will be glad you did! Retweet openings to your friends and followers!”

• Green’s Propane Gas Co. spreading the word about a tank-set special: “Go to www.greenspropanegas.com, click on the specials tab for our new customer tank set special!”

Facebook offers a similar function in which companies can post content on their “wall.” This networking site is more interactive than Twitter, as customers are able to comment directly on these posts. For example, Reliable LP Gas posed a question to its customers, asking for deciding factors when choosing a propane provider. Walter’s Propane has a nice collection of photos and videos from the field that have elicited responses. And Propane Taxi asked its Facebook fans last year to help name its mascot (Phil the Tank received the most votes).

LinkedIn, meanwhile, allows users to build a network of connections that are linked through past or present employers, friendships or other groups. Each profile resembles an online résumé, and users can specify their interests in using the site. This might include business deals, career opportunities or getting back in touch with somebody.

Your feedback
So by now, you must have an opinion on the cyberspace craze that is Facebook, LinkedIn and Twitter. And we want to hear it. LP Gas is preparing an article on the topic, and we’re requesting your feedback. We want to know if and how these sites have worked for you or your company. If you completely despise the phenomenon, or it’s losing its luster, we want to know that too – and why. E-mail me at the address below, call 216-706-3748 or fax 216-706-3710.

I have accounts to these sites, just recently braving the Facebook world. Certainly, it’s been fun reconnecting with old friends and reading the latest Tweets and status updates. Occasionally, I’ll comment here and there.

But I believe these sites also can be beneficial in the business world, another way for companies and organizations to connect with the public and, for our industry, to spread the many positive qualities and uses of propane.

Am I right?