I’m often asked how businesses can use social media. In separate conversations, the National Electrical Supply Association (NAED) and the Industrial Supply Association (ISA), think GE and 3M, respectively, are asking that very question. Collectively the two organizations represent approximately  $300B of our economy. Neither has an answer to the question, so I gave their representatives a glimpse of mine.

Social media is really nothing more than an online reflection of the offline world. The offline process that leads up to a sale; "know me, like me, trust me," also applies to the online world of social media. Sales happen at the end of that process in both worlds.

That sounds simple because it is. What’s striking is how many people get it terribly wrong. Instead of taking the time to get involved in an online community, much as any good business person would if they joined the local Chamber of Commerce, most people rush to the Close. They broadcast their sales pitch out randomly, hoping to hit a target. What a total waste of energy, not to mention the damage done to your brand.

When they don’t hit a target, they blame the medium, the technology. “I tried social media and it didn‘t work.” That’s a crock but it is easier than blaming themselves. It’s easier than doing the hard work involved and dedicating the time to do truly join a community and contribute real value. It’s easier than being a responsible citizen.

Responsibilities are serious business. Avoiding your responsibilities to build trust in the community, which is that you are doing if you just throw out your pitch randomly, means you are a spammer. Spammer is an ugly word in our wired-up world. So ugly that in it’s most literal sense, it’s illegal. Most of us have software installed on our computers to block these cretins.

Opening accounts on social sites such as LinkedIn, Digg, StumbleUpon, Twitter and the others for the single purpose of promoting yourself is a bad strategy. Get involved! Become an active member of the community. Provide value. Give good advice and engage with a servant’s heart. Keep the conversation going on the forum itself, don’t try to divert members to your site, your self-interest. Wait until you’re asked.

Take the time to comment and vote on other people’s content. Visit other people’s blogs and “RT” (retweet) good information, Friend those you know or who have similar interests as you and call-out the spammers. Finally, rather than quantity you should seek quality.

In other words focus your efforts on the social sites you are going to be involved in and sites that contain a group of people who can relate to your content and perspective. Don’t submit an article on postpartum depression to a social network convened around Fantasy Football.

As is always the case, to reap the rewards you must do the work. Everyone, as I taught my two boys, pays List Price for success.

Add value to the community and the community will reciprocate.

Steve

800-707-9150