In theory, social networking is an effective and efficient tool in a marketing toolbox.  MSNBC.com says, “There is growing evidence to support claims that social networking services (SNS) can be a powerful professional ally to businesses—in particular, independent entrepreneurs and smaller companies, for whom each new personal connection is a significant business building block.”

Two local companies, Liquid Web and Artemis Solutions, have proved the truth behind the theory and are using social networking services in innovative ways to bolster their success.

Liquid Web was started in 1997 by then 17-year-old Matthew Hill, and, a dozen years later, it retains a youthful exuberance, excitement and enthusiasm that serves it well as it continues to grow into a major player in what Marketing Director Travis Stoliker calls “the other side of the Internet.” As a leading provider of premium Web hosting products and data center infrastructure, Liquid Web serves more than 20,000 customers not only in the United States but also in 120 countries around the world 24 hours a day, 365 days a year. Liquid Web offers what the company dubs “Heroic Support” with over 150 engineers who constantly monitor, respond to and correct any problem a website could conceivably experience. Liquid Web guarantees comprehensive server monitoring and 100 percent uptime.

Essentially, Web hosting services allow individuals and organizations to make their own websites accessible to the public. Web hosts like Liquid Web provide space on a server and provide Internet connectivity in a data center.

Liquid Web has three self-owned data centers, designed with redundancy at every level, insuring 24/7 connectivity. In November of last year, a third, 90,000-square-foot data center was opened, joining the original 6,000-square-foot center and a second center with 32,000-square-feet. As Liquid Web has been adding state-of-the-art facilities to their flourishing business, they have also been adding staff. According to Stoliker, “We currently have about 153 employees, but that number is growing. In the past 35 days, we have hired 13 new people. We anticipate that we will grow to 600 employees in the next four years.”

Liquid Web’s marketing efforts are anything but traditional. Their marketing “budget” isn’t measured in dollars but in time online. They don’t use television, radio or newspapers in getting the word out about Liquid Web to the public and potential customers. Instead, Stoliker and colleague Jason Grasshoff stay connected to the Internet. Literally thousands of computer-centric websites are online, and it’s not an exaggeration to say that Stoliker and Grasshoff are habitués of most of them! Spreading the word about Liquid Web is most effectively done in places where computer people live—and that’s online. Stoliker and Grasshoff participate in discussion forums, message boards and technical sites frequented by people for whom technology is a passion. According to Stoliker, “We take part in discussions and offer answers to real questions. In time, we build trust, respect and rapport. We aren’t actively trying to ‘sell’ our services; there’s no quid pro quo in helping people. For us, there’s a value in interaction and engagement.

“We subscribe to Google Alert, which tracks the entirety of the World Wide Web and lets us know anytime Liquid Web is mentioned. We can then go to that site and respond or comment directly on that website.”

Liquid Web’s Facebook page has 4,000 followers; for Twitter, the number is even higher at 15,000. (If you’re on Twitter, you can sign up to be a follower at www.twitter.com/liquidweb)  YouTube is also part of the mix. Stoliker says, “We had the grand opening of our new facility on a Wednesday. By Thursday we had produced and posted a video covering the event on YouTube and, within three hours, it had 500 views. You can’t buy that kind of publicity.

“Social networking sites allow us to respond to and engage directly with our current customers as well as those who are interested in our services. In our interactions with our Facebook followers, we may answer specific questions, engage in discussions about products and services we offer or just talk about technology in general. On Twitter, my goal is to respond to tweets within five minutes whether they are positive or negative.  We don’t post just for the sake of posting; it’s a genuine conversation. Our responsiveness reflects our commitment to customer care.

“Technology is ever-changing. Five years from now; everything will be different. In fact, six months from now, it will be different. We have to keep up with the latest technology and change as it changes.  And that definitely includes social networking. Social networking allows us to go directly to our core audience, show who we are and extend our reach.”

Artemis Solutions Group

John Gilkey, president of Artemis Solutions, describes the services provided by his company as “a marriage of core technology with marketing and design.” They offer website development, (including Internet marketing, website design, content management and portals) as well as software development (custom software, e-business consulting, business intelligence and application integration). According to Gilkey, “There’s been a huge change in just the last few years in the way a business or organization gets its message out there. Marketing has become a one-to-one, individual client-specific conversation using underlying technologies to link individuals with businesses.

“The modern, socially enabled website has become the platform for marketing. Linking a business website to social networking sites like Facebook and Twitter has obvious benefits: We can raise awareness, maximize brand loyalty and create community while, at the same time, we are subtly marketing our goods and services.” Biggby Coffee is one of Artemis Solutions’ success stories. The “Be Happy Lounge” (www.bhappylounge.com) is a lively, interactive and enjoyable community of Biggby fans. Linked to Facebook, Twitter, YouTube, LinkedIn and Flickr as well as owner Bob Fish’s blog, BIGGBY Bob’s Blog, it provides not only information but also entertainment—and it’s not all about the coffee. One popular feature is the ongoing photo contest with monthly prizes of a $100 gift card and a yearly prize of a $1,000 gift card for the best photo featuring the Biggby coffee cup.

Photos are posted online and offer an amusing look at just how far Biggby’s reach extends with pictures of Biggby on the beach, in the mountains, here at home or, for October, stylishly carved into a Biggby jack-o-lantern. There are also giveaways, links to media featuring Biggby as well as announcements as to when Bob will be arriving at a specific location to buy coffee for everyone. Customers who provide their email addresses also receive special offers via email.

Other clients tapping into Artemis Solutions unique convergence of traditional marketing and IT are Potter Park Zoo, CATA (Capital Area Transportation Authority), Capital Region International Airport, Greater Lansing Convention & Visitors Bureau and many others, including the cities of Aspen, Colo. and Southfield, Mich.

Gilkey says, “While traditional media are certainly not dead, the ever-changing world of IT brings new opportunities every day. It’s a challenge to keep out in front of technology as it evolves, but Artemis Solutions is able to do that for our clients; we can translate tomorrow into a proposal for today. We’re in the unique position of understanding and focusing on the accelerating progression and convergence of traditional marketing with IT.”

Social networking services are changing the way the world does business. Instant, any-time connectivity, precise targeting of core audiences, audience engagement and community-building can give any business the boost it needs in today’s connected world.