Social Media is a communication tool like nothing we have ever seen since the telephone. You already know how powerful this medium is but do you know how to use it effectively?
Think of social media like a dinner party.
If you are a guest you arrive with a bottle of wine or flowers. Something you hope your friends will enjoy. On a social network you arrive with a photo, a video or a kind word.
You begin with light conversation sharing appetizers and gradually begin sharing random news items and comments on the weather with those you already know. It’s usually at this point when you begin discovering elements you have in common with some of the other, possibly unknown guests. This results in both genders starting side conversations. Typically men discuss sports or business and women discuss family and friends.
On Facebook this would called “Liking” something and joining in on a conversation of interest. Chat windows begin to open and and comments begin flying.
During dinner the the conversation turns to become a time of sharing stories. The guest or host with the most interesting stories, begins to dominate the room. The listeners become engaged and enjoy listening. The story tellers challenge each other and ultimately the rest of the group decides who should have the talking stick, If a story becomes boring, or to much like “shop-talk”, side conversations begin around the table.
In social media this is also the case. People will ignore you if they cannot relate to your information.
At a dinner party, someone is bound to have too much wine and blurt out an opinion that is controversial. You know the topics, race, religion, politics and others. This heats up the room and people begin to take sides.
Many people do this on social media on purpose. Typical questions might be: Mac vs PC? Ford vs Chevy? Firefox or IE? That kind of thing. This always gets people chattering and engaged because they have an affinity with a specific product or service.
When dessert arrives, most guests are ready to relax a bit more. The kitchen becomes alive with gossip and the silent mindset for men usually becomes “what can get from these guys or how can I sell them” or “who do they know that I need to know”.
This is why most businesses fail at social media and rarely see a return on their efforts. You can’t jump into a conversation and start selling. Nor can you start pushing an agenda or opinion before you’ve wined and dined your customers.
The next time you plan your social media program, think of it as a dinner party and spend some time collecting your best stories. Give valuable content, feedback and spend MORE time listening than talking.
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