1/17/12

Participation is Paramount

Launch (Part 6)


People do business with people they know, like and trust.

This phrase has long been a staple in business networking and business growth. What you might not know is that with the advent of social business and the ability to build strong business relationships without the confines of the physical meeting, there's been an addition or change to that phrase. It now goes a little something like this, "people do business with people they like who like them".

While it's not a big shift, and there's no change to the requirement that you be a likable and trustworthy individual, there is a large change in the way that you must show appreciation and "like" for the person with whom you are trying to conduct business. It's no longer enough for a prospect to know that you're a good fit for them. They also want to know how they're a good fit for you.

The best and most timely examples of this shift in mindset can be viewed without leaving your office. Do a keyword or hashtag search on Twitter. Notice something interesting? The accounts that have the most followers show an equality in the number of follows and followers. Open a new browser window and log into Facebook. The brands with the largest numbers of fans or "likes" are generally the brands who like a variety of other brands, both within the same industry and reaching out to potential partner brands and gate openers. These well liked pages also evidence the most back and forth between fan and brand. Conversations rather then lonely links. Replies to comments and answers to questions.

Look over to Linkedin for a minute and you'll note that while people who have been in a certain industry for years certainly have a lot of contacts, another group of well connected individuals is emerging. It's the socially savvy group that takes part in the interactive and participatory Linkedin group discussions. This group of people build solid connections with others in their field and their level of participation also helps their overall Google ranking and SEO if they are linking back to their site as they participate.

It's easy to believe that automating your social media with links back to your web site is the way to go. But that doesn't embrace the idea of social business and participatory marketing and engagement. That's simply deep linking. The real challenge isn't producing the content or finding the link, it's building the relationship and building that like and trust. The only way to do so is to dive in and participate. Comment. Follow. Connect. Like.

17 comments:

Anonymous said...

Nice post Mallie.

Dorien said...

Oh, what an important lesson you wrote about, Mallie. Being social means sharing. Your thoughts, your likes and dislikes. Your emotions. All of it. So many people forget that. An so many of my own clients forget that. Tooting your own horn, time after time, is not being social. It's plain marketing, old style. Nothing wrong with that, but social media is not the venue for it.

You hit the nail on the head. :)

Joel Carter said...

The article and recommendations could also apply to most any marketing effort. The Level of involvement with your customer or client multiplies the results.
Great post.

Fabrizio Faraco said...

Mallie your post are always inspiring. I fully agree with you. socialize it's useful for marketing, but try to socialize just for marketing doesn't work.

Mallie Dein said...

Thanks for all of the comments. I'll be continuing this theme throughout the week. Posted on on the Linkedin Lackadaisy just a bit ago.

Sherrie Glensky said...

Nice job, Mallie, gave me some things to think about concerning sharing and social media.

Aimee Mobile said...

I agree with what you all said but only to a point. I think it is important to add that the industry you are in is a factor of just how much engagement, sharing and time spent. If you are a Social Media Manager, SEO or Content Management Strategist, Online Marketor, then this is very important. However, lets be fair. How many people are really going to Facebook to engage with their plumber or the Rota Rooter man. I believe that social media IS the venue for marketing or people like Michael Stelzner and several others would not be making millions of dollars selling books and instructions on "how to make money with SOCIAL MEDIA MARKETING. What I have seen happen more and more is that instead of giving non marketing,carefully planned, well educated and creative engagement, it turns into a bunch of people chatting. The same few people, like a click. Using Facebook for your business is different than your personal profile. How you use facebook for your business is based on your target market, your industry and your goals. Do not put every business in the same one fits all box. As always, love your posts!

Alex Marie said...

YES! Trust is key in social, like me I like you back and we start a relationship and a friendship that will lead to us doing business together. Providing quality content within the connecting and commenting and liking is always expected but to be truly social you have to also be less selfish and really connect and converse. Thanks Mallie!

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