Social media brings an interesting connotation, depending on who you're talking to. For some, social media is the greatest thing ever, while others find it extremely disappointing and overrated. But there's no question that many executives are still unaware of its basic impact to their business—the potential it brings for connecting with new people.
What exactly are they afraid of, then?
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It can be intimidating to start conversations and cultivate relationships, both face-to-face and online. And to build relationships, you need time, effort, and to an extent, funding. However, social media can instantly connect an individual or business with a massive, targeted online pool, and those who go all in reap the benefits. They graduate from occasional social media users to what I refer to as social media embracers.
Beyond growing your online network, social media's real value is in relationship-building. This is a long-term process, and can also be referred to as relationship selling. The biggest mistake I see companies and individuals make on social media is looking to sell before establishing who they are and knowing their market.
As a retail salesman, for example, you wouldn't immediately introduce yourself by selling your product or service, would you? Of course not. You would get to know the individual, ask questions and even offer something of value before attempting to sell. Your goal is to direct the conversation and develop a relationship, and it's no different online. In fact, building online relationships may require more legwork because you don't have the luxury of body language and tone.
Here are a few must-dos for building relationships through social media:
Be genuine and have a personality
Don't be stale. Ask questions. Tell jokes. Make your social media interactions reflect your in-person personality as best as you can. Developing your online voice should become the foundation of your online communications.
Go talk to the pretty girl
Social media platforms provide an opportunity to connect with anyone who is also online. Shyness won't get you anywhere. Act confident and approach everyone with an aggression that resonates and stands out. If you say nothing, your social media strategy will be irrelevant.
Offer value
Before trying to sell your services or products, share content that benefits your audience. This will help build your credibility and set you apart from your competition.
Even if you're apprehensive about jumping into the social media waters, there are plenty of reasons to jump in head first. Using social media is a great way to build brand awareness, corral prospective customers, and most importantly, establish your brand as an authority. Becoming a go-to source in your industry provides unparalleled value to your marketing needs.
Jeremy Juhasz is a social media strategist at EMSI Public Relations. He can be reached at 727-443-7115 Ext. 214 or [email protected].
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