Too much push and not enough pull on social media

Social media is about creating and nurturing relationships...

Too many companies are using Twitter, LinkedIn and Facebook as a direct sales channel. I wish them luck, because it leaves the way clear for people like me who realise that social media is about creating and nurturing relationships. And by nurturing I mean adding value - finding out what people are talking about and, instead of interrupting them, helping them.

Relationships of course we hope will lead to business, but lets get permission first to talk. Social media is perfect for that – see what is topical and add value to the news flow in ways that move the debate forward, or stop it in its tracks if it is getting out of hand.

Unfortunately, too many people are selling social media programmes that provide the infrastructure but not the content; the vendors assume the users will work the content out for themselves when what most of them do is simply tick a box and use the media as another outlet for their press releases, brochures and web sites.

Content should be expressed in ways that are valuable – white papers, blogs, case studies, podcasts and video. And the tone and pitch should be advisory not salesy.
Take that approach, you will soon know if it’s working, because you will get feedback if you are helping and be totally ignored if you aren’t.

You must also make sure that the messages you put out are consistent with what you are communicating via other channels. Ultimately, you are trying to get to the same set of people through whatever medium, so while you can be creative according to the opportunities each medium provides, consistency of message is critical. Which really means, get known for taking a particular position on subjects. This is how people will start to come back to you and how ill start to build those relationships.

Published June 2011