Chris Brogan, Relationships - Written by Chris Brogan on Monday, August 9, 2010 9:00 - 20 Comments
Brogan: Why Social Media Aids Success
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You’re hearing about social media everywhere. First it was blogs. Now, you’re being told that you have to be on Facebook and Twitter and a whole bunch of other services that don’t exactly make immediate sense. Wasn’t LinkedIn supposed to be the one-stop business site of choice? What’s the answer? How can you use social media to improve your success?
New Tools for Old Mindsets
In the face-to-face world, we know how to make a relationship. We shake hands, we make eye contact, we ask a person about herself. If we want to carry on a relationship after the conversation, we exchange business cards, and we try to find mutual value.
The social web allows for this and so much more. We can read minds by reading blogs and social network updates. We can listen for opportunity. We can share information. We can build deeper networks.
Mind Reading
Imagine going to a networking mixer where you know how other people think, how they see the world. With tools like blogging and with networks like Twitter and Facebook, we can see into what others think.
Imagine you’re going to run into Tony Robbins, personal development expert, in the next few days. By glancing at Twitter, you’d know that his new show, Breakthrough, did well, but that he’s shopping it to new networks. If you had a way to be helpful, not only could you say hi, but you’d be able to help move things forward.
Listen for Opportunity
By learning just a few things about search (we’ll cover this in upcoming posts), you have at your fingertips the ideas and thoughts and desires of millions of people. Every day, someone talks about a need, a want, or a disappointment that happened to them in their day. Imagine having the solution to these.
I recently mentioned how horrible I felt local automotive dealership websites were. Within five minutes, someone who offered a “virtual dealership” model contacted me, asked which car I was looking for, and helped me buy it. Yes, I bought a car over the Internet, and he made a decent commission. These kinds of transactions happen all the time. Do you want some of the action?
Share Information
In the old days, we’d have to work hard to get a story into the local newspaper. With subscription and circulation rates down drastically, getting into the paper isn’t that big a deal anymore. You can launch your own blog or website in 10 minutes or so (okay, an hour, if you’re a bit nervous), and publish information at your leisure.
People won’t come rushing in right away to take action on your words, and there are lots of tidbits and skills that come into play to get more attention for your site, but you’ll get there sooner (and Google will know you exist) by launching a site to share information. (We’ll talk about that more later, too.)
Build Deeper Networks
Lots of people think LinkedIn is a site where you stick your resume (or CV) and then leave it until you need a new job. It’s not. With the network updates feature, with the new advanced groups features, with the Q&A area, this site is a thriving business hub. It’s also a great place to go to keep a good view on your business network.
But how would you go deeper still? Keep your OWN list and make sure you make contact with people who matter every day. Pick 10 names a day, and just drop them an e-mail, or a phone call, not because you need something, but because you’re just checking in. Keep your name alive in their head. Keep the connections you’ve bothered making alive and well. Because left to deteriorate, they’ll be far less useful when you come to need them next.
Over the Next Several Posts
In the coming weeks, I’ll be covering more topics along these lines, to warm you up to the benefits of using social media for your success. Here are the topics I’ll cover:
- How Social Media Maps Into Your Marketing
- Your First Moves in Social Media
- Listen: The Importance of Bigger Ears
- Hotels in Manhattan : A Study in Success
- Connect: Networks Matter
- Hamburgers in Milwaukee : A Study in Success
- Publish: Use Your Voice
- Outposts and Home Bases
- Motivating at a Distance: A Study in Success
- Gatejumping and Social Media
- Next Steps With Social Media
Some of these are case studies from successful businesspeople. Others are more how-to based. In all cases, we’re not talking theory. This is all based on action and effort. You’ll find that some of it will directly apply to you. Other times, you might have to squint. In all cases, the goal is to help you find your footing and feel more comfortable with social media as a tool for success.
Chris Brogan is the New York Times bestselling author of the NEW book, Social Media 101. He is president of New Marketing Labs, LLC, and blogs at [chrisbrogan.com].
This is the first in a series of guest blog posts by Chris Brogan for the Social Media 101 series, running Aug. 9-Sept. 16. To have Brogan’s posts sent directly to your email, subscribe to the SUCCESS Blog today.
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I think people understand that SM is key, what everyone doesn’t understand is the notches in the key and how it fits in the lock. I own a small board game publishing company, Lock ‘n Load Publishing. I’m not trying to promote that here, just set the stage. We are in a niche industry (conflict simulation games), and do pretty well. Our customer base is small, but highly engaged. From that small base we have built a thriving Facebook page. Here are the specifics I use:
1. A picture is better than a post.
2. Short posts are better than long posts.
3. Ask don’t tell. For example, do write, “Do you all feel board gaming is on the rise?” Don’t write, “Our game, titled Gobblety-Gook, has sold thirty-eight bajillion copies.”
4. Pull, don’t push. I think it is stated elsewhere, but help your community. Link to items of interest, post helpful tips, just give a damn about the people you are serving. DO NOT, post link after link to your products. Rule of thumb is something like 10 helpful posts to one that sells, but the number isn’t important. The intent is.
5. Shares are better than Likes, Likes are better than nothing.
6. Interact. Specifically answer questions. Nothing is more irritating than Facebook entities that ignore their fan’s questions. Okay, little yapping dogs are more annoying, but I avoid them on the Internet.
7. Be human. Don’t talk like a company. Lose the “we” when posting, and use the “I”.
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[...] Brogan: Why Social Media Aids Success You’re hearing about social media everywhere. First it was blogs…. [...]
[...] Brogan: Why Social Media Aids Success You’re hearing about social media everywhere. First it was blogs…. [...]
Great thoughts, many business owners, startups and entreprenuers misuse social media and spend way to much time selling. Chris nails it, building the relationship, more importantly, educating potential customers and getting feedback via the conversation in social media can be an accelerator to any business in any economy. If you listen that is.
Like any part of business it takes discipline and purpose. If you are in the right business, and have a focused purpose, you will find your place in social media much easier.
Thank you Chris for providing some great information once again.
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[...] and how it will contribute to your success, as a business owner. According to the blog entry, Why Social Media Aids Success, social media can help you read your customers’ minds – that has to be good for [...]
Hey Chris,
Subscribe to your blog via rss, happened to pick up an issue of Success Magazine and decided to peruse their site. I was happily surprised that you now write for them.
You are literally everywhere it seems! Love your stuff!
Mark
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As always, great advice from the Brogan.
It’s all about being where your audience and customer are, and will be.
Thanks again.
Andrew F Stewart
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Social media can be pretty tough because it is like drinking from a fire hose. There is so much to do but I need to set priority when working with social media and decide what is important now and not try to do everything.
Josh Bulloc
Kansas City, MO
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Frank Parker Reply:
September 4th, 2010 at 10:21 am
I love your statement “it is like drinking from a fire hose.” Wish I had thought of that. I for one do feel that way everyday. Stopped watching TV all together. No time. Someone said something aobut “you don’t have a overload problem just a filtering problem.” I use Google Reader and am still swamped but it is just material I am interested about.
I wrote a little article about using a reader. Thought I would share it. Hope thats OK. http://www.softtechinc.com/blog/2010/08/08/how-to-make-keeping-up-a-little-easier-i-have-a-robot/
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Great article as always, however, I do have something to say about the “Build Deeper Networks”. I think it sounds a tiny bit selfish. I think it’s great to connect and build on new and old relationships that ‘matter to you’ but I also think it’s important to continuously connect with those that ‘you matter to’ as well. After all, they are probably some of your biggest supporters….I’ve seen it first hand, you connect with someone you admire, they engage for a week or two, then ignore you. They don’t have time for the “little” people.
“they’ll be far less useful when you come to need them next.”
What about when they need you? Are you there for them?
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Loving that you’re bringing content to the SUCCESS community, Chris, congrats.
“make sure you make contact with people who matter every day” This is what, to social media “newbies” (for a lack of a better term), I think is the most important piece to grasp. We’re not changing the fact that we’re communicating – it is still as important as it will ever, ever be – but simply the methods with which we do that communication. The game has changed, but the reason we play the game has not!
Keep up the great stuff.
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Nice article Mr. brogan.
You took a simple factoid in the new media, added a personal example, and gave me several take-aways to work on. Look forward to the posts to come.
christian
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Chris, another great article. I really like the idea of learning about people before we meet. Learning and sharing is where it all happens. Appreciate you consistently spreading the word!
Jennifer Fong
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It’s like a buffet. If you look at it all and think it all has to go on your plate, it’s way too much.
But if you pick a few things you like and eat those, you’re set for life. : )
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Thanks Chris! This is an awesome thing you are doing for us! I just purchased your new book, can’t wait! I understand more just from this article!
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Chris:
As much as I am impressed with the progress I have made over the past several months, there is still one word that pretty much covers the way I feel about social media: overwhelmed. And I know I am not alone (as you alluded to in this post). I blog, I comment, I retweet, I read comments, I respond, I facebook, and I try to keep up with linked in. Did I mention 3Tribe and A-List bloggers??? I look forward to your laying it out in bits and pieces. I’m overwhelmed — but not discouraged. Thanks for taking the lead…
Amy
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James Delcamp Jr Reply:
October 6th, 2010 at 5:01 am
Amy:
I definitely know where you’re coming from with the overwhelming feeling. It’s hard not to get discouraged at first, but it is definitely worth the struggle at the beginning. All I can say is not to get too concerned with using all the different social media tools out there. Find one or two that go hand in hand with your business’ end goal and do great at those one or two things!
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Amy Reply:
October 6th, 2010 at 5:13 pm
Thanks James! Inch by inch… :0)
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Great article, Chris! I look forward to your webinar tomorrow and learning more about the value that you “techies” provide by teaching entrepreneurs like myself how to add more dimentions to my marketing and business building.
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Yach Reply:
August 10th, 2010 at 12:07 am
Social media is a topic that I have a lot of interest in more about but I am also completely overwhelmed with how to effectively use it. I am really excited that you will address it in bite sized pieces to at least get me started on using these amazing tools.
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