Social Media is a Two-Way Street
It still surprises me. No matter how many articles on social media etiquette that are posted, I still log in to Facebook each day, to a bevy of direct marketing spam. I still get requests to connect on Linkedin without the slightest explanation for why. I could go on and on with examples from each social network that I belong to, but really, there’s no need.
I’m gonna be bold today, and say it:
You will not be successful with Social Media if you don’t learn how to build meaningful, mutually-beneficial relationships. You won’t.
Why? Social media is a two-way street.
There, I said it. *Sigh of relief*.
This is especially true for public relations professionals today. It’s common knowledge: one of the easiest ways to get someone’s attention is to take a genuine interest in them. In contrast, screaming “Hey look at me!” isn’t going to get you very far.
Although most people will deny it, at the end of the day, most people are in this world for one thing: WIIFM, or “What’s in it for me?”
You've got to show them what's in it for THEM; not you.
It’s the job of the PR professional to show them exactly that. You do it for your clients (or you should, at least), why not do it for others. Show people why they should care about you. What do you bring to the table? Why might they follow you on Twitter, or connect on Linkedin?
If you can do it in your PR pitches, press releases and campaigns… you can do it on the Internet.
Building Relationships has Two Components: “Give and Get”
Let’s say it again: “Give and get.”
This is our motto for today. The most important thing here to remember is that the “and” is not optional. So many people see what they can get, but forget (or simply ignore) the giving part.
Simply “adding friends” and finding “followers” isn’t enough if you’re not providing value to and engaging these connections. You need to be more than a screen name to your online connections, even if you’re just a PR intern handling the corporate Twitter account. An occasional “@ mention” goes a long way, or a “wall post” if you’re on Facebook. If you’re on Digg, submit somebody else’s stuff to the news section, for a change.
There are a million ways to do it, but just do it.
Once you understand that social media is useless unless you’re genuinely being social and forming real relationships, you will start to see results with a viable business model. Or just to make some friends.
Building strong relationships are crucial to success with social media, especially for public relations professionals.
Follow these steps, and remain flexible to change, (things change every day on social networks) and you’ll be well on your way to becoming a more proficient social media user. I promise you, do this and you’ll be rewarded.
Now go build some relationships!
What do you think? Agree? Disagree? Join the discussion and share your thoughts below.
Absolutely spot on Robert. A lot of people are getting involved with Social Media right now to push an agenda, to sell, or to gain popularity. It works for some but not many. Those it does work for are those that are actually providing something of value to their followers, and generally that involves being present and conversing with your followers.
The key to finding any kind of success with Social Media, in my opinion, is to be come a trusted advisor to your network of followers. If your followers trust you and truly believe that you are knowledgeable in your field of expertise, when they need your services, they will come looking for you. How do you become a trusted advisor? Be as honest as you can, be conversational, and share information and resources that you think will be relevant to your followers.
Robert,
I enjoyed this piece and wanted to point out how refreshing it is that you actually “practice what you preach” with regard to building relationships. Well done and Kudos to you!
I look forward to future posts.
-Brendan
Hi Robert,
You make some very good points in the post. I agree entirely that those who find the most success in social media are the ones that understand the key point that this is a “social” experience.
If you translate social media into other arenas, think of someone at a party who stands on a table and shouts out to everyone whatever they think is interesting. Obnoxious to say the least. Now, think about that kind person you meet that moves easily through a room talking genuinely to everyone one-on-one and takes interest in the conversation. They’re likely to walk away with a whole lot better experience and a much better reputation.
There are too many in the social media space that are being that first guy at the party yet but, as with any new communications tool, the best will rise to the top and the community will weed out some of the folks that don’t quite get the two-way nature of these channels.
Thanks to all of you for taking the time to read my blog! All of these comments are insightful.
@Matthew: I love what you said about being a “trusted advisor.” If you do not build credibility with your readers, they will never care about a single thing you have to say.
@Brendan: I try to. It’s nice to hear that, and I can see you do the same.
@Dave: It’s sad to see so many people using social media that act in the way you describe, the “Hey look at me!” type, first at the party people. But you’re absolutely right, the best WILL rise to the top, and those who don’t get it will become irrelevant. That’s an excellent point.
Thanks again for responding, and I really hope you keep reading! I’ve got some good posts coming up!
- Robert