Note to Reader – Karen Swim, one of the best conversational writers around, is a natural to talk about social media, where she is like a fish in water. She has learned how to use social networks for business, relationship building, and plain old fun. Karen, thanks for sharing your ideas with us!
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Image via Wikipedia Many still question the utility of social media platforms like Facebook, Twitter, Plurk, Indenti.ca and Friend Feed. Some users like the occasional distraction; others view it as a complete time suck and still others are curious but just do not understand the appeal.
There have been a number of thoughtful posts and discussions that have examined the virtues and sins of individual social media platforms. Most seek to answer the frequently asked question from the sidelines, “What’s in it for me?” I contend however that we are answering the wrong question.
As with all sales and marketing efforts, we should be asking, “what’s in it for my customer or prospective customer?” This question allows us to view social media from a different perspective and can inform our adoption of the tools to fit our business model.
Social media can be a valuable weapon in your arsenal of market research tools. You have an opportunity to gain real time information on the pulse of the market. You can even use social media to gather specific information with the benefit of immediate feedback.
Business has always been personal. We buy from people we know, like and trust. We close deals on the golf or tennis course. We entertain clients at a ball game or over a nice meal. Social media leverages the personal side of business and enables you to interact with customers, connectors and influencers.
Yet, it is the personal side of social media that stops many in their tracks. Detractors have argued that “idle” chatter is a waste of time. However, the art of small talk separates the truly successful from the rest of the pack. If you have ever been to a live networking event, you can see this in action. The “all business” person intent on getting to the “right” people will not waste time with the unimportant. If your name and/or title do not fit their immediate needs, they have forgotten your name before the handshake is over and are scanning the room for the next target.
In this same scenario, the person who shows a genuine interest in getting to know people walks away with more than business cards but information and opportunities for follow-up. For example, here is what our “people friendly” networker’s notes may contain:
- Jane CEO – date for lunch to introduce dog walker to Jane and her maltipoo Fluffy.
- Jack CMO – send XYZ report discussed for Jack to use in Monday presentation.
- Judy CIO – call at home tomorrow night to schedule meeting to introduce to principal of Smart School for her son Evan.
Any tool can be a waste of time if not employed for the right job. Social media is no different. However, just as a hammer is valuable to anyone needing to pound a nail, social media has value for any business involved in marketing.
Have you used social media in your marketing efforts? If so, have you found it valuable or distracting?
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Karen D. Swim, President & CEO of Words For Hire is a professional writer and marketer who helps businesses and individuals with content development, branding, marketing and social media strategies.
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Karen,
Your point is so valid about people needing to take a genuine interest in the WHOLE person and not just the sale. I can’t tell you how many times I had to teach this to new Realtors. They would remind me of sharks in water. Only talking to people if they could sniff out someone who might be moving. And I find this with people in business often. IT isn’t “How are you?” It’s “What can you give me?” that is their underlining tone…. and it is a real turn off.
The best sales technique is NO sales techinique. It is really taking the time to care about and listen to a person’s needs and if a person can do this anywhere, including social media, it will be very helpful!
Wendi, I love that “the best sales technique is NO sales technique!” I wish you could shout that from the rooftops. Not only is it the best technique but it makes the entire process more pleasant for both parties. Well said, wise VP Wendi!
Hi Karen
Some great ideas and suggestions here about bringing a human, personal touch to social media – something you do so beautifully
I have to confess to being on a bit of a twitter break just now. I can’t seem to find the time for it over and above the time I spend blogging. Although it might be fun for me, and reduce some of the isolation of working alone, I’m not convinced it’s a business or personal priority right now. (Though I do miss the chat, so might be back next week!)
Joanna
As my twitter following grows, it’s easier to use it to drive quick traffic to my blog … but more importantly, it lets me have quick mini-conversations with other marketers that open up new opportunities.
Twitter FTW!
(That said, I have to turn it off when I’m trying to get work done, otherwise, it’s too distracting …)
Hi Joanna! Awww, thanks for the kind words! I miss you on Twitter but I agree with your approach. Only you can determine your priorities. Social media should not be a burden but a value add. And lest we forget, blogging is also a social media tool!
Hi Dave, I think it’s great that you have determined a strategy and realize you don’t need to be always “on.” We’d go nuts and never get anything done if we were always tweeting.
Karen,
Nice post. On the money 100%. Adding your post to bookmarks to review from time to time. Great lessons.
Give value first. People seek to find value for themselves and their problems. If you provide that first, they will buy/do business with you thereby giving you what you want.
Some really smart comments by other readers too. Will read the follow ups to this conversation.
David
Twitter: Admore
All I know is, the more I use Twitter, the better I like it. We all seem to be searching for the best ways to utilize these social media tools, and if you’re not afraid to experiment a bit, you can find all sorts of ways to use it. When we were in the middle of Project Confident Friendship, I discovered how useful Twitter is for communicating openly and privately with single bloggers or entire groups. Would you agree, Karen?
David, you are such a great thinker and bring so much insight and stimulating conversation to Twitter. It is clear that you follow the value first proposition. Thank you so much for reading and commenting.
Brad, I agree that Twitter is an incredible communication tool. What other tool enables you to deeply engage people that you otherwise would not have met? There are so many that would have been out of reach that I now converse with daily. I believe we have only seen the beginning of the power of social media.
Great post Karen! A valuable reminder that our answers are only as valuable as our ability to ask the right questions (what is in it for my customers). A wise man once told me that social capital (like happiness) cannot be pursued directly, but only attained through authentically reaching out to be of value to others. Social media is one of our tools (if used correctly) for that effort. Love the way you write!
I see Twitter / Plurk / identi.ca / Friendfeed as a modern town Grange.
While there is business to be done when there are seeds to sow and crops to harvest the real value comes when a blight comes or the snow piles deep.
People interact, learn, discuss, and share. When a need is expressed resources are found. The group benefits from the contribution of each member…. and everyone takes a turn as seller, as buyer, as helper, and as helped.
Karen, you make some great points. Personally, I see Social Media as a way of building relationships that transcends many of our old ways. Sure, we still enjoy face time, and sure, it still connects us.
But why not use SM to build your brand? It’s powerful, it works, and whether we acknowledge it or not, it’s here to stay. I think one key to success at it is consistency. Be the same everywhere, no matter which one you choose to use.
Just my 2 cents.
Hi Joe!Thank you for the compliment my friend. Those words so beautifully articulate my own life motto. Thank you so much for sharing them here.
Hi Nancy, I stood up to cheer as I read your comment. I happen to know that you have a lot of experience in social media stemming back to usenet groups. Your observations are exactly what make social media such an exciting platform. “…and everyone takes a turn as seller, as buyer, as helper, and as helped.” This line just nails it!
Hi Robert, I would say those comments are worth at least a buck!
Your comments are so on the money 
– it’s powerful, it works and by golly its here to stay so why not use it? Yes! I also agree consistency is an overlooked but extremely relevant point. All the more reason to opt for authenticity rather than adopting a false persona, much easier to maintain being yourself!
Karen,
as I am not in the marketing business (in the sense of selling things), I can only listen to what you and the others here say. But twitter seems to me a powerful tool to built up social relations with people and to find common projects. Okay, I have to discipline myself and stay off if I have other more important things to do. But that’s the same with reading books or listening to music or meeting other people face-to-face.
Ulla, your viewpoint is equally important. Although you may not be using social media to market a product or service, you are using it to make connections. In that way we all share the same mission. Ultimately, as Nancy so aptly stated we all take turns being buyer, seller, helper and helped. I’m so glad you offered your insight!
Hi Karen
I have been blogging for a while but really only got into LinkedIn and Twitter over the past couple of months as a result of working with some young people in school on a project for software giants Oracle. They researched the value to a business of social networking to improve communication. Fab stuff. Anyway – I digress. As a coach and trainer I believe that potential clients can find out about the real me – in the way that they would if I was at a face to face event. Then they can make an informed decision about engaging me to work with them.
I have become somewhat evangelical about the benefits. Most of my non SN contacts just plain don’t get it – but many are asking me to explain some more…
Hi Karen – that is a great point you made – we should be thinking – What’s in it for our customer.
And as you said – it’s a great way to find out more about our customers. It really is the Internet equivalent of the health club or golf course.
Hi Jackie! You touched on something really important. You are allowing people to get to know you. Yes, just as you get to know your market your market (who buys from people they know, like and trust) is also getting to know you. It may be this element of transparency that makes some uncomfortable. However as Robert said this is the new world, we can hop on or get left behind. Thanks for sharing Jackie! By the way I loved your clever “out of the office” message on your blog.
Hi Cath! Oooh I love that and you are so right! Social media is the online health club or golf course. Now, if only we could burn the same amount of calories online, it would be heaven!
Picking up on Jackie’s comment … what do people think about whether or when social media will work its way into the “general population” of business people who don’t blog, but use the Web for information gathering, shopping, and other more passive uses?
Hi Karen and Brad,
I turn off Twitter when I’m working, and sometimes I just leave it off for days at a time.
Karen,
I agree with everything you said. People want to relate to a real person, not some picture trying to sell them-some-thing, or tell everyone how great they are.
You have to start out with small talk. Are people losing the art of small talk?
Hi Ellen! Hmm, now that you mention it, I think to some degree we have lost the art of small talk. Our go-go world has everyone just wanted to jump to results. Consider the often rushed crackberry messages and the impatient toe tapping when people are “forced” to wait on line. I like small talk, interesting details and ideas are generated.
Brad,
that’s an interesting question. They will do it when they see the benefit it brings them. Here in Germany many people now see the advantages of having a website (although many still have not got one). But they say that they don’t need a blog, and “twitter” they even haven’t heard of. A friend of mine has gone into selling original shea-butter directly imported from Senegal. She puts information about that on her website – how to get it, how much it is, etc. What would be the advantages of blogging or twittering about it? I must admit, even I don’t know it yet (maybe after some hard brain work I would).
Just my 2 cents,
Ulla
Brad- I used to work for a “traditional” ( ie stuffy) firm of lawyers here in Edinburgh. They experimented by introducing internet access and limited e-mail availablity about 11 years ago ( which actually was the first step to them becoming the much more modern firm they are toda). That seems like ages ago I know but the people who told me that it would never catch on cannot manage without e-mail and blackberries etc now. The other applications of Web2.0 are still a mystery to many. All I know is that when I talk about my blog or how I interact with social networking to others who are still only using google searches and e-mail I usually get a spark of “that’s interesting…can you show me”. If that’s the way it has to be it will take a while but who knows !!
…and Karen – I can totally understand people being unwilling or reluctant to “reveal” themselves. At the start I was very much a “lurker” until I worked out that implications of what I did.
And thanks for your kind comment re my blog!
Jackie and Ulla, Your experience is similar to mine. As Web development firms add social media to their list of services, companies unfamiliar and/or uninterested in this stuff may begin to explore how it can help them.
Ulla, Jackie and Brad, this in my opinion one of the exciting frontiers in social media – helping individuals and companies discover the benefits. We can all be ambassadors for change as we share our own learning experiences with those who are not using the technology.
Great post Karen. Your point about the all-business person forgetting your name before the handshake is over is particularly true. I’ve seen this in many folks and try not to emulate it, although I do tend to be one to resist social media. I’m warming up though.
Great post Karen.
My favorite paragraph was “As with all sales and marketing efforts, we should be asking, “what’s in it for my customer or prospective customer?” This question allows us to view social media from a different perspective and can inform our adoption of the tools to fit our business model.”
I’m going to give that more thought because I think it’s such an important point.
Vicky H
Another great one! I have used a lot of social media sites, and while I always make it a point to link up my websites, I’m afraid that I really haven’t developed the knack for using them in a marketing effort. Mostly, I use them to connect with other freelance writers and my friends (online and off). I have a feeling that actively using such sites for marketing should involve more than posting my logo and link. But what?
@Amy, you have jumped into Twitter like an old pro and I have no doubt that you will soon be teaching all of us a few tricks.
@Vicky, Hi! The more anti-social media rants I read/heard, the clearer it became that people were missing this important point. I didn’t set out to become an advocate but my passion has other ideas! lol!
@Melissa, the first key is to identify where your market hangs out. For example, let’s say you want to target lawyers. Many blog and use twitter, and there’s a cool solo list that is quite active. You can use Twellow to find lawyers on Twitter and Google or Addictomatic to locate law blogs. Use twitter to listen and engage them in communication. At the heart of every strategy is identifying your market and then going where they congregate. I am always available if you want some specific strategies for your needs.
“It isn’t ‘How are you?’ it’s “What can you give me?”
I love the way Wendy describes the approach of some at networking events, and whilst I appreciate the need to do some networking at such events, I despise that approach.
When meeting with people in any forum, whether it be social networking sites or a traditional business function, it is critical treat everyone with basic dignity and respect.
I am not particularly active on social media myself, maybe I should give it more serious consideration.
In relation to your comment, Karen, that deals are closed on the golf course or tennis court, this is no doubt true in the western world. In Korea, where I live now, deals are closed during ’soju’ (whiskey) sessions after hours. Generally speaking, Koreans will not trust you or do business with you if you are not prepared to drink with them.
Cheers
Andrew
Hi Andrew and welcome back! I agree with you and Wendy and that approach has given networking a bad name! Your comments are right on target and I believe cross global and cultural boundaries. We can never go wrong when we treat others with dignity and respect. I had heard that about Korean business and other cultures share a similar approach (The Kazakhs have the “endless” tea cup). I’m curious what if you are not a drinker, is that considered offensive? Can you drink something other than soju?
Karen Swims last blog post..September – New Beginnings
Hi Karen,
You can definitely drink maek-ju (beer) if you prefer. (forgive me if spelling is not correct)
In terms of non-alcoholic drinks, I can’t really give first hand advice on that one. When I go drinking with my colleagues, I do notice that some colleagues do not drink, but most do.
Koreans seem to have a strong preference for you to accept alcoholic beverages when offered, particularly when the drink is being offered by someone senior. However, most Koreans are accepting of those who do not wish to drink.
The main thing is, even if you don’t drink, you should always attend social functions or gatherings when invited. Koreans are very group oriented and focus more upon relationships than results or outcomes. Contracts and partnerships are awarded on a relational basis, not so much on a performance basis.
To do business with anyone in Korea, first you need to establish a relationship with them, and a large part of this is achieved through after hours social gatherings. If you refuse to attend or participate in such gatherings, they will generally not do business with you.