Websites like Facebook and YouTube aren’t just for posting vacation pictures or humorous video clips anymore.  At a time when companies are fighting for every buck they can get, social websites can be the answer to finding new ways to drive and keep business.

“Company officials have to take time out to set up accounts on some of these less traditional marketing vehicles,” says Chris Knapp, executive director of the Capital Area IT Council. “It’s a great way to reach new markets or expand a membership base.”

Keeping and growing businesses in Michigan is a primary objective of the Capital Area IT Council.  “We try to keep those with an information technology background here by connecting them to businesses in need of their skills,” says Bil Moore, president of the Capital Area IT Council.  The IT Council is a nonprofit organization that trains or retrains employees to allow for a more educated and diverse workforce.  “Michigan needs to become more business friendly,” Moore says.  “If we can show them the state is dedicated to them, businesses and workers are more likely to stay here.”

The council, in existence just three years now, has already had an impact. “People are still leaving Michigan to find work, but the numbers in IT have slowed,” says Moore. “They’re realizing there are opportunities here and it’s a good place to be.”

Support for the council has grown as well. The first year, the federal government funded the organization through a grant. Today, less than two years later, the nonprofit is now fully membership funded. “Seventy-five or so businesses have stepped forward to support us even in these tough times,” says Knapp. “And more and more companies have come forward to show interest in getting involved.” Both Knapp and Moore, who volunteer their services on the council, say the growing interest comes as companies realize all there is to gain. “Every employer out there has some stake in information technology, whether it’s a small company looking to sell something on its website or a larger business where half the jobs to be filled are IT related,” Moore says.

The Capital Area IT Council is a Michigan Regional Skills Alliance, one of 30 statewide, but the only one to focus on information technology. It works in conjunction with Capital Area Michigan Works! (CAMW). “We offer employer-led and -directed groups that focus on workforce development issues in the region,” says Knapp. In fact, it was CAMW that submitted the application to the federal government for funding of an IT alliance.

The slowdown in the economy has actually been a plus for the IT industry. Traditional marketing budgets have been slashed by many businesses which are now turning to the Internet to provide less expensive alternatives for attracting customers. Moore and Knapp say there was a time when businesses didn’t believe in the power of the computer. “Now most have at least a basic website but they need more to attract business,” says Knapp. “It has to not only provide info on the business, but a website should also be challenging for the viewer—something interactive that keeps people coming back for more.”

Both say business owners soon find out that instead of spending $30,000 on television advertising, they can simply hire someone to update their website for a fraction of the cost. An automated telephone system also eliminates the need for a receptionist—and a salary. “Once businesses realize they can automate something through the use of a computer, they don’t need to dedicate man hours to the task, and they become more productive and efficient,” says Moore.

Knapp and Moore also suggest taking advantage of social-marketing sites that are free or low-cost, like Facebook, Twitter, LinkedIn and YouTube. Blogs are another good tool. And both men agree that it is imperative for businesses to make sure the information they provide is relevant and gives the viewer a reason to visit again and again. “If you sell cigars, give info as well on the best way to smoke one, or to cut it.  Give people relevant information on a topic they’re passionate about,” suggests Moore.

“Glitz and glamour will draw people in but it won’t get them to stay,” adds Knapp. “You have to get them to engage somehow, typically with a back-and-forth between the business and customer.” Follow-up e-mails and newsletters are a way of further developing a relationship with a customer. The popularity of IT has prompted the council to offer seminars on the use of technology and the Internet in effective marketing. Video of previous seminars are now available online as well.

http://www.screencast.com/t/ZDQwYjZkYmYt

IT is one of the fastest growing sectors in the mid-Michigan area, although it’s not immune to economic ups and downs. Knapp says IT has been relatively insulated in comparison to how other industries have been affected.  “We were the first industry to see hiring slow or stop, but we’ll also be the first to see the jobs return.” Both Knapp and Moore say, while IT requires higher education and training, it’s a great opportunity for jobseekers. “If one has a passion for technology and is willing to make a time commitment to complete the programs, it can be a very good career choice for someone,” says Knapp.