If you believe that your “net worth” is directly related to your “network” of people, then you need to learn how to get the most from your social media and networking efforts.
In my prior post we find that social media is widely misunderstood. We also learned that social media, social networking, interactive media, and Web 2.0 are terms used interchangeably. In this post I want to address the main point or purpose of social media. In short, it’s about building relationships with people online. For WealthNet Partners and our clients, it’s about integrating into the overall marketing and sales strategy a plan to leverage the millions and millions of people online at all times of the day and night.
It’s not about selling. In fact, people and organizations who “show up” online in chat rooms, forums, blog posts, and videos in the wrong way usually live to tell you about incredible backlash. Just ask Subway Subs what happened when they sued Quizno’s over some viral video that Quiznos corporate didn’t even produce. Another example is someone who recently showed up in a LinkedIn Group I moderate with, “Hey everyone. I sell XYZ. Buy from me!” Delete.
Social media is about networking with like-minded people in a highly leveraged way. It’s about expanding your network and sharing your positioning, personally and professionally. Here’s a great example of leverage in terms of meeting and networking with new people. Just a couple of hours ago I was able to scan the activity in seven different social networks of varying interests. It’s like being able to suit up and walk through seven various rooms of people you want to get to know without having to leave the comfort of your home or office. And there’s no limit to the number of groups you can participate with online.
Here are three ways to use social media to network and build relationships with others.
1. Write and blog. If you want to spread your reach you need to write and publish regularly. And blogging is a great way to do this. Most days I start early in the morning writing at least one blog post here in WordPress. I edit it and post it typically within 45 minutes or so. Writing allows you to express your ideas and position. Some people will be attracted to you as you let people in on who you are and what you do. Others couldn’t care less.  It’s just like networking in the real world. Start with one day a week or whatever you feel you can be consistent with because being consistent is important.
2. Participate in LinkedIn Groups. Once you have a complete LinkedIn profile built, go to the Groups section and search for groups of people with which you want to build relationships. Join the groups you want and wait for acceptance. Then watch what’s going on in each group. Listen first. Then add your comments in a professional way. Add value in a conversational way. Keep showing up because it’s important to also be consistent in this regard. Otherwise people will forget about you for sure.
3. Pick as least one major social network to be personally, “you.” I use Facebook because it’s what I got used to first. Some use MySpace and there are countless others. Make sure your profile is complete so the system can help you find people you may know from past jobs, schools, etc. That’s the purpose of a complete profile. The more the system knows about you the more it can help you find people you know. Once you have your complete profile built, it’s important to participate regularly. Again, contribute. Compliment others. Share something about what’s happening.
And here’s a big distinction. Social networks, blogs, and micro blogs are full of what I refer to as “noise.” Way too much noise. It’s people spamming, selling, criticizing, demeaning and thinking only of themselves. So more and more of us early adopters have been more restrictive or exclusive in who we allow into our networks. So don’t contribute to the noise. Don’t be a jerk. Don’t necessarily talk about what you’re doing as much as talking about what’s happening. Listen. Contribute value. And be likeable.
Also, talk about what’s happening that really matters. This may be hard to believe, but few people really care about where you’re going to get your pedicure or next over-priced cup of coffee. Conversely, millions of people might care a bit more about what the heck is happening with the vote on health care reform or the passing of a celebrity figure. So talk about what’s happening. Share and contribute value. Teach. Have conversations.
Social networking and leveraging the many social media outlets online is much like it is in the real world. If you “show up” in the wrong way when you’re out meeting others, others won’t like you very much. And if they don’t like you, you will never have the chance to earn their trust. And if you can’t earn people’s trust, you will never earn their business.
Take your social network marketing seriously and you’ll undoubtedly build a more significant and meaningful network of peole to enrich your life. But you must focus first on enriching the lives of others. People do business and life with people they like. Being accepted socially is about being liked. Pretty simple. Take the same approach online and build your network.
Tell us what you’re doing with social media and networking. What’s working? What’s not working?
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