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Anyone who still believes Social Media is just another marketing tool hasn’t got it yet. While many newcomers to Twitter, Facebook and LinkedIn go hell for leather to promote their particular product or service, they soon realise, from the lack of positive response, that isn’t the way to go. At this point, they either declare that social media doesn’t work or they take a look at how other people are using it successfully and model them.
Initial Contact - I love how you can make connections from all over the world, and with people you may not have thought it possible to meet in person. Celebrities, industry leaders and well-known entrepreneurs are showing up on networks like Twitter, even if only because they don’t want to be left out.
Be Selective – While there are some people we wouldn’t want to be seen networking with at a local Chamber event, the same doesn’t appear to apply with networking online. But connections online shouldn’t be automatic and it definitely isn’t a numbers game just because of such easy access to so many people.
Getting to know you – Once you’ve clicked to accept a connection, what happens next? Have a plan how you’re going to move that person on from brand new contact. This may be by firstly following their tweets and updates and reading their blog posts to get to know them better. Or perhaps you’ll dive straight in and start exchanging messages.
Helping and sharing – This is right at the heart of social media, and the part many newcomers don’t understand at first. While it’s perfectly acceptable to direct people to your blog posts and events, such self-promotion needs to be balanced by helping others promote their events, products & services. When you share items of interest (which have nothing to do with you), that’s entering into the real spirit of social media.
Recommendations – Traditionally many people have been quite careless about getting testimonials from satisfied clients, perhaps not wanting to pester. LinkedIn has changed all that and it’s much more acceptable to request a recommendation online, although caution should be exercised if the recommendation is for a very new acquaintance.
Protect your reputation – Affiliate recommendations and product reviews given to online connections can be helpful to people deciding what to buy, but they must be truthful and based on personal experience if your credibility is to be preserved. In other words, don’t recommend something you haven’t personally tried!
Recent requirements bought in by the US FTC (Federal Trade Commission) mean that full disclosure of association has to be clearly stated by anyone endorsing a product or service if they stand to receive payment. While this may not affect us directly here in the UK, (unless we communicate with people in the US) it is an ethical model to follow.
Taking it offline – One of the goals following that initial online connection should be to make contact by phone or in person. While you can exchange messages online, they will only maintain connections at ‘acquaintance’ level. Deeper relationships needed for possible business or joint ventures will best be achieved away from the keyboard.
I believe Social Media is a great way to make many new, highly targeted connections, get relationships started, and exchange information, but that building relationships still relies on lower tech methods. What do you think?
