Social Networking, Toss the Rules and Get Real

Social Networking, Toss the Rules and Get Real

A number of rule lists, portrayed as inviolable, are circulating for how to properly use social media networks to build business. I have a problem with these “rules” because social media is evolving so fast, the list seems outdated before you have a chance to apply it. In this light, I offer the following observations on social media networking.

1.      Think of your social media network as a business party. Here is a chance to interact with a lot of people in a fairly casual setting, who might be good business contacts in the future. Behave accordingly, this is a getting to know you a little more intimately chance, not a sales seminar or the moment to tell anyone everything about you.

2.      Parties and conventions can lead to lots of new business and ideas, or can be a complete waste of time. Working almost always leads to more work, so work first, party later on a limited basis.

3.      As in any casual business gathering, sales and results usually come slowly over time. And those successes are generally built on somewhat random chance encounters. Increase your odds by selectively limiting your network and interactions to those that are likely to pay-off, but patience and being ready for opportunity count most.

4.      Direct sales pitches are supposedly forbidden on social media. Forget this notion. Regional businesses have used Twitter, Facebook and MySpace with great success for special events and promotions. This is the trick, don’t try to disguise a direct sales appeal as social interaction. Know the difference and be honest and upfront about it. If you can create a killer sales campaign delivered on social networks, go for it, just don’t try to disguise it as chit chat.

5.      Don’t think chit chat is selling or will lead to sales. It might. But unless you are Oprah, nobody cares where you ate lunch.

6.      Control your exposure. When you post yourself on a social media network, you expose yourself to the world. Polish that image, remember this is a big business party, your house slippers and sweats aren’t appropriate, nor are nutty family details.

7.      Don’t combine family and close friends on the same site as business. Even if you have the most absolutely lovely photogenic perfect family. Keep business and family life separate to keep both sides happy.

In summary. The rules for social networking aren’t new. They are the same rules that have governed interpersonal communications for centuries. When presenting yourself as a businessperson, pay at least a little attention to crafting the best image possible. If it is a casual getting to know you kind of site or communication, don’t be a pushy sales person. When you are doing a direct sales appeal, don’t try to pretend that you are just sharing the details of your marvelously cool life. It’s all about honesty, treating others in a fair and considerate manner, and understanding the difference between your personal life, business life, and those areas where the lines begin to blur.