What are we doing?
Seriously; what is the point of all this social media? Are these just platforms for us to bicker over partisan politics? Is this just a platform to push “Get more Followers” services, “work from home,” “get rich quick”, “acai berry diet nonsense?” Though these platforms are amazingly powerful they are surprisingly easy to operate and automate, thereby lowering the barrier for anyone that wants to spam the Internet. Everyone talks about social media like it’s just a cheap/free platform to market. “Push,” “blast” and in some cases “beat into their head” is the marketing plan for many recent adopters.
Communication
These are the greatest communications platforms in human history. We can communicate globally, spread ideas in a split second and reach a majority of the developed world. The amount of data being created with the removal of a gatekeeper is astounding. Human beings can isolate and follow any topic their hearts and minds desire. We can connect and organize around ideas and events with unprecedented speed and efficiency. We are enabled to tap into an ongoing public conversation and isolate sentiment and trends. How can you not be in awe of the amazing possibilities that social media and networking presents?
We are participants!
“Participate in the conversation”
That phrase has been said so many times it has all but lost its meaning. Allow me to restore it and reclaim it from those that tarnish its integrity.
The networking event analogy
Scenario #1 (The inappropriate interjector)
You go to a networking event, several feet away you see three people having a conversation. You lean in. It sounds like they are talking about retirement planning. You decide to run in and say “I’m planning for retirement too, here’s my business card let me know if you’re in the market for a new copier.” With that you throw a business card at each of them and seek out another conversation.
Scenario #2 (The earless talker)
You go to a networking event, there are people all around, meeting each other, asking each other questions and getting acquainted. You decide to take an alternative route. You see that off to the side of the room are several folding chairs. You take a chair, put it in the middle of the room, stand on it and start shouting “my company makes the best copier on the market.” Someone walks up and mentions that they had some trouble with your brand of copier and they’d like some help. They also mentioned that they have a product feature suggestion that might be valuable. You cease shouting, get down from the chair, look the person in the eyes and say “I don’t have time to listen to you about this, I’m very busy,” and then you walk out.
Scenario #3 (The winner)
You go to a networking event, several feet away you see three people having a conversation. You lean in. It sounds like they are talking about retirement planning. You walk up, excuse yourself for interrupting and listen to the conversation for several minutes. Several minutes later, someone remarks: “I wish I could just find some resources that would make this process easier.” You smile and offer to send a few links to some sites that you have personally found useful. The person accepts and the conversation continues, you talk about something in the news, maybe something involving a local sports team. Towards the end of the conversation, you exchange business cards and leave for the evening.
Several days later you follow up, and agree to meet for lunch.
Respect
Why is it that when the networking is moved online, so many people think scenarios #1 and #2 are ok?
Effective participation is a product of respect. If you respect your audience, prospects and fellow human beings, you would listen to them, you would empathize with them and you would participate instead of dominate.
I don’t care how many social media gurus, consultants and professionals have said it, it’s still true; participating in, and listening to the conversations happening online is everything. You need to “get” that before you begin. If you still think social media sites are a place for you to market, you are mistaken. They are a place to connect with others. If you are lucky and you play it right, they may want to do business with you.