Is social media a fad?
If you define social media by brand names only—Twitter, Facebook, YouTube, for example—then maybe it is a fad and will quickly fade away from our communications landscape; if, however, you recognize and define social media as a new and quickly evolving device in our collection of useful communications and marketing resources—one that will help us engage people and build relationships—then likely it is here to stay.
People buy stuff (products, services, expertise) from people they know, like, and trust OR from people recommended by people they know, like, and trust.
Social media such as blogs, Twitter, LinkedIn, YouTube, and Facebook have simply given us new platforms for engagement. And it's this engagement that results in additional opportunities to build our networks and forge relationships with people who will grow to know, like, and trust us.
So, how can you engage existing customers, become remarkable, and attract new referrals using social media?
It’s easier than you think. First, just like in real life, you need to be aware of the courtesies, etiquette, and conventions of the particular social media platform you’ve decided to use. Twitter and blogs follow these basic tenets:
- Use people’s names and acknowledge that they’ve spoken.
- Thank them when they’ve done something nice for you.
- Give people something of value, with no strings attached.
- Keep it conversational, not preachy or stiff.
- Don’t blow your own horn.
Then, all you have to do is start having conversations—just like at a Chamber of Commerce get-together or cocktail party.
Would you walk in to a room full of people, meet someone for the first time, and proceed to say, "Hi, I sell really good stuff. Wanna buy some?" No, of course you wouldn't. So, please, don't do it on social media.
Lee and Sachi LeFever from www.CommonCraft.com have a couple of great little under-three-minute plain-English lessons that outline (A) Twitter and (B) blogs:
You do not need to tweet to everyone in the Twitterverse or tweet for the sake of reading your own words—that's just making noise; instead, find a group of like-minded people whose interests intersect with yours, with whom you can carry on engaging conversations, and for whom you can provide value. This will lead people to know, like, and trust you.
Yes, believe it or not, you will have an audience for your blog, whether it's about your business, per se, or something else altogether.
By blogging about a topic that simply interests you, you will build up (over time) an audience that wants to hear what you have to say, the way you say it. And that audience will grow to know, like, and trust you.
Once you're used to Twitter and have established a healthy following, it's time to start your blog. Then use the one to promote (in a non-sales manner) the other. Remember that social media is not, and should not be, the only way you communicate your value to others. Depending on your business, you'll want to tie your social media activities to your marketing initiatives, advertising in traditional media, and PR events.
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Social media demystified
Social (electronic) media noise is quickly getting louder and louder. We simply have to find better ways to clear our way through the clutter so we can engage and become remarkable, without adding to the virtual decibel level. ~ Kathleen Rake
A) For groups
Three 2.5-hour morning interactive training sessions are designed especially for your organization. It's best to space the sessions one or two days apart. Each session, except the first, builds on the previous. One two-hour Q & A follow-up session is provided roughly 30 days after initial sessions.
Session one: social media overview, including platforms (with a focus on blogs and Twitter), functions, inter-relationships, risks, and benefits
Session two: social media hands on—set up accounts, learn the basic language, and practice some techniques
Session three: social media and the NYFM (not-your-father's-marketing) mindset
At the end, participants will
- be familiar with the five Ws and one H (who, what, where, when, why, how) as they relate to social media in general and social media NYFM mindset in particular;
- understand why it’s important each person participates; and
- discover that social media is simply a tool they can control to their—and the organization’s—benefit.
We supply all training material and hand-outs.
You supply (in order of importance):
- Access to the Internet, preferably wireless
- Presentation projector and screen
- Space conducive to listening and free from distractions
- Attendees with laptops, if possible, so everyone can have a hands-on-under-supervision experience
- Refreshments for participants
B) One-on-one
Three 90-minute tutorials, hands-on at your site and tailored to suit you and your organization.
Here are three more social media resources:
- Download A Wine-soaked Twitter Testimonial
- Download Social Media Language Explained
- Download Social Media Platforms
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