There’s a lot of talk about social media these days. Lots of people jump in, others are still ‘deciding whether they have time’.  Most see it as ‘another new thing’, and many see it as ‘one more thing they have to do or learn’.

There are lots of people out there teaching ‘how to’s’ and selling the latest greatest apps and tools to leverage social media without having to ‘do anything’ differently. People talk about ‘Personal Branding’ and all sorts of buzz words, but it’s really about YOU!

One of the first things that I do with clients is talk to them about their ‘story’. Who they are, why they do what they do, what their true purpose is, and passions are.

To learn facebook?

Yes, to learn facebook! You see it’s about more than facebook, or business fan pages, or twitter, or blogs, or logos or any of that. It’s about you…It’s about your voice, and what you are saying.

Social media is an incredibly powerful way to reach others so that we can serve them. It has truly leveled the playing field. But, it’s not just the latest greatest marketing channel, or fad. It’s not advertising, or business as usual in a new place. There is a lot more going on here. There is a lot more to it than websites and networks. The ‘place’ hasn’t just changed, the context has changed, the culture has changed, the message has changed, the audience has changed, the voice has changed…

(this is where I veer radically off course with all of those other social media folks, techy types, marketing people, and anything you might have learned in Business 101…buckle your seatbelt!)

We are living in a revolution…

First we had the industrial revolution. We had mass production, with it’s assembly lines of ‘don’t talk just do your job’, and then the Corporate world of, “Repeat after me: I will not have any ideas or voice of my own. I will wear a blue suit….”

So long to meeting the vendors on the street, and talking about their goods and services. So long to conversation.

We had mass media, and mass marketing. We had a few TV channels, and newspapers, etc. Entertainment was limited and if we wanted it, we had to endure the advertising. Since advertising was expensive, and only came in so many ‘channels’ it had to be very broad and vanilla and appeal to everybody. And if wanted to watch or listen, we had to hear it.

“So the customers who once looked you in the eye while hefting your wares in the market were transformed into consumers. In the words of industry analyst Jerry Michalski, ‘ a consumer was no more than a gullet whose only purpose in life is to gulp products and crap cash.’ The power swung so decisively to the supply side that ‘market’ became a verb: something you do to customers.”

Advertising and marketing aren’t a bad thing! We needed to know what was available. We wanted to know what our choices were.  We weren’t very well connected. If we had a ‘friend in the business’ we would choose them, but we simply didn’t know ‘one of everybody’ so for everything else, we relied on advertising and salespeople and hoped for the best.

The true definition of marketing is ‘what happens between the creation of the product and the sale.” The problem was ‘what was happening between the product and the sale’. Unfortunately, a lot of people abused us along the way. They lied, they interrupted, they spammed, cold called, screamed, etc. We got on the do not call list, celebrated the growing list of ‘spam filters’, got TIVO and so on.

At the same time we were getting sick of being lied to there, the internet was growing. Slowly and quietly at first. Limited to techy types, and then slowly reaching out into the homes of everyone everywhere. Then came easier ways to use it. Free blog sites, and social networks and so on. Now anyone could have a voice!  That grew slowly but surely and still does, every single day. Now, anyone who wants to can share their message with the world, and whoever wants to listen, can.

Adding to our frustration with the mass ‘everything’ mentality, and the corporate clones and robotic speak, along came the Enron’s and the Big Banks, and the big bailouts, etc. Now the word “Corporate’ became synonymous with crook (whether it should or not). 

We don’t like having marketing shoved down our throats, we don’t like the big voice-less Corporate Wall, and guess what? We don’t have to take it…

Blogs, Facebook, twitter, and other social mediums erupt…

We have a voice. All of us! As customers, clients, consumers, as entrepreneurs and business owners.

• We can choose what to listen to.
• We can choose from hundreds of TV channels and radio stations, etc.
• We can also choose from millions of blogs, and people having two way conversations about anything we could possibly want to talk about.

Now, because the quarantine on ‘voice’ has been lifted, we kind of like it! Now not only do we have many choices and no longer have to just pick “beaded or non-beaded jewelry’”, but we also get to hear the voice behind it. Kind of like the old days where you knew about the jewelry maker, or the shop owner. They had a personality! We like that. We are humans after-all, not robots.

As business owners, this is great news!  You don’t have to do a press release and pray that the media gods find you worthy. You don’t have to be able to afford crazy advertising prices, or buy lists of people to spam! You don’t have to ‘fake it til you make it!’

We truly can create not only a business that we love, but that customers will love, just by listening to the conversations, and choosing to let our personality show through. By putting YOU in your business, allowing those who like you, find you.

Whether online or off,  it’s kind of like a street fair…

A couple of years ago, we had a street fair here. It wasn’t organized by ‘committee’ and so without regulation, two different businesses gave two different hot dog vendors permission to park on their property during the event. They happened to be directly across the street from each other.

One was a guy from New York with a typical cart. He was cordial, but not what I’d call friendly (not here in the south anyway!). He sold a name brand hot dog with the usual condiments.

The other was a woman who although only barely 5ft tall, had a personality bigger than a sumo wrestler! She was fun loving and flamboyant. Her cart had a hot pink umbrella, hot pink drink coolers, and  homemade condiments. Her hot dogs were the same brand, and a few cents more in price.

What a great example of ‘pull vs. push’! No one chasing anyone down the street with flyers, or brochures, no screaming through bull horns. Everybody simply chose whichever one they wanted. The ‘personality’ that resonated with them! As people walked by, she cheerfully spoke, acknowledged the kids, laughed, etc. He sat on his stool and served hot dogs.

People did go to both. Some may have chosen his because they didn’t want to wait in line at hers, or maybe because they didn’t like hot pink and personality. Who knows! It didn’t take an accountant however to see what the market preferred! I don’t know how much of it was her personality, or how much was just having a personality, but not having one clearly wasn’t the winner!

So what’s the moral of the story?

• Create a business that you are passionate about (it’s more fun AND it will show!)
• Let it show! You will attract the customers that you are meant to serve.
• Let us hear your ‘voice’, and listen to ours. We like that.

What do you think? Do you agree or disagree? I would love to hear your thoughts!

I meet people every day who think they “get it”. Social networking, facebook for business, email, and the rest. It’s all a bit of a new “frontier”. Being “genuine and authentic” is all the rage. People nod their head when you talk about it, they believe they are doing it, they are even teaching it! But most really don’t!
The truth is, the fundamental philosophy of it all is just that…a philosophy, a belief system, a way of being. Authenticity is about being who you really are, and being sincere and real. The “rules of engagement” in social media say that you don’t “spam” and you don’t “push”. You are developing relationships. It’s about giving to others and accepting their gifts. People are always asking me “am I allowed to…”

Here’s the deal…it’s not about pushing the envelope of what’s “allowed”, it’s not about pushing or even about what’s “allowed” at all. Social networking is about creating relationships. It’s about developing friendships, and getting to know people, and helping others and then doing business with them because you like them! It’s that simple! For many years in my real estate practice I followed the belief system and practice of NOT doing what everybody else in my industry (myself included) had been trained to do. Get the biggest “list” you can and get your name in front of them as many times as you could! Go to events & meet people & shove your business card at them. “Hi, nice to meet you, here’s my card! Now send me business!” Luckily, I learned that a small group of “raving fans” would send me more business, and better business than a huge group of strangers that I constantly had to “go after”. This concept has now become the “new way” and it’s called “social networking”.

Unfortunately, many people are still locked into that “old school” mentality, and are trying to apply it to social media. Sorry guys, that doesn’t work! I actually attended a class recently where the presenter actually instructed the attendees to use facebook and twitter to “get as many friends and followers as possible to drive them to your website”. I was horrified! In fact, I posted about it on twitter and the overwhelming response was that “she should be burned at the stake!” That WILL get a message to a lot of people! A really BAD one!

The truth is, many people believe that works because it “used to”. I’m not so sure how well it “used to” but it definitely doesn’t now! The reason the “new way” is so successful is because, well…the old way sucked! Hate that word, but it’s true. It ticked people off! AND as people become more accustomed to the “new way”, the old way will irritate them even more than it did before!

If this is you, read “Who Moved My Cheese”! Because your cheese has been moved my friend! If you keep going the same way looking for it, you will become one hungry little mouse!
Next, I highly recommend “The Go Giver”. Both are very short, easy reads (& the Go Giver will change your life!), and you CAN make the time to devote a few hours to creating a better life and more profitable business, can’t you?!

So what is the “new way” in a nutshell? How do you know if you’re doing something “the right way”?
The same way you’ve always known! The same way you have always treated your personal friends & family!

1. Ask yourself “Am I being a rainy day friend?”
In your personal life, how have you been taught to treat people? How do you treat a friend? Do you miss their last 3 parties and then show up at the 4th just long enough to drop off some brochures or flyers? Do you NEVER call or visit (read: post on their wall, ask them how they are, etc) and then “show up” only to post your latest sale or event? I have “friends” on facebook that NEVER post anything about anything except their flyers, biz blog posts, etc. Funny thing is, they used to be my friends! I used to like them! Now I see them as completely selfish, and self serving!

2. Ask yourself “does this benefit them or me? is this something that they would ask for if they knew to? does this have value to THEM?” Just because it’s important to you that the world read your press release, or new blog, doesn’t mean it has value to them! Just because they trusted you with their email address, or enough to “accept you as a friend”, doesn’t give you the right to shove stuff it in their space! Unless they want or need it and asked for it! If it’s not relevant to them, don’t send it! Many times we don’t think about it! I’ve had many people here ask me to “let them know” when I’m having another class on something. So I have emailed all of my “friends” when I scheduled a class. Then I realized that I had added some new friends that DIDN’T ask for that! So now I don’t do it!

3. Is this something that they would expect from me?
If I sign up for your newsletter on marketing for example, that doesn’t mean I want information on your next seminar, or your latest video, or your daughter’s jewelry party! I didn’t sign up for that! If it’s not what I anticipated when I “signed up”, don’t send it! If I am a “friend” (not a business associate) that you believe would really want to come to your party, mail me an invitation. That’s right! Snail mail! OR send me a direct personal email. Don’t blast me because it’s easy. If I am important to you, and you believe I will find what you are sending valuable, and you really want to help me, you will find it worth the time to send me a personal invitation. If you think that I would find it “weird” to receive a hand written invite from you in the mail, then I’m probably going to perceive your email as spam!

4. Use your blog for your message. Use twitter (it is a micro blog after all). Use your newsletter. Use a vehicle that people have the opportunity to “ask for”. If I follow you on twitter, or sign up for your newsletter or blogfeed, I have signed up to receive your information. Now make sure it’s relevant! If your blog is about marketing, make sure you post about marketing. If your twitter bio and posts tell me that you post about organic living, and I choose to follow you, then I “signed up for that”. Yes do post about your kids or dog or whatever is important to you. If you would talk to a friend about it, go ahead! If I sign up to “be your friend” because I think you’re pretty cool, you like stuff I like, talk about stuff I’m interested in, and you are a positive person and you suddenly stop being that person, and start posting only your next sale, speaking event, juice opportunity or whatever, just know, I can and will stop following!

5. If you’re thinking “But I don’t want friends! I want business!” Read the Go-Giver again! And remember, people buy what they want from whom they like! There are a million places to buy what you sell. Given the opportunity to buy it from a friend, they will. You get to choose whether it will be you!

Remember:
Ask yourself “how would this look in real life (offline)?”
The best way to have a friend is to be one!
Give first! Always!
Be anticipated, personal and relevant.

“those who are willing to change and learn will inherit the earth. Those who are not, will inherit a world that no longer exists!” ~Paul Martinelli

All of the above of course, is my “humble opinion”. Your comments are welcome and appreciated!

For more information or to learn more about how to use social networking for business, contact me here or at http://www.socostudio.biz. Take a class with us, or somewhere else!

I have recently pondered and discussed the whole “Business Networking scene” as it relates to “old ways” vs. “new ways”. Traditionally The Local Chamber of Commerce was the primary (in some cases the only) way to “network” in an organized business to business environment. In most places you also had “BNI” or Business Networking International groups. Only one person was allowed per profession, and you were “required” to send referrals to other members of the group. Now, there seems to be a “meetup” group for everything imaginable. That tells me two things: 1. people are craving a “tribe” to belong to (to use Seth Godin’s word!). They want to connect with like-minded people. 2. the existing “groups” aren’t meeting the need. Number two could be because every group on the planet (seems like) already has a “juice rep, real estate agent, mortgage broker, etc”, and/or it could be that many people do participate in these groups, but there is “something missing”. In many ways I see a parallel to the changes that we are seeing in the world as a whole, at least in terms of business, marketing and networking. The “old way” was push push push. Build your list, spam everyone who has trusted you with their email address, and drive people to your website that says “buy now!” The same thing happens at many “Business Networking” events. “Hi, nice to meet you. Here is my business card. Give me your business and your referrals.” This is the way it has “always been done”, and most folks have just adapted to this as the accepted culture or “standard practice”. The problem is, if I show up a breakfast and hear your “elevator speech”, I may know what you do (or not because most people give too many choices!)and what you “want from me” (this type of referral), but I have no idea whether I even like you yet! In many cases, I won’t get to know you even after many of these, because it’s all about “what you do” at these things, not “who you are”. The “new way” of marketing and networking, actually work in tandem. “Social Networking” is all the buzz! Many business people are still unsure of what it means, how to use it, and whether they should. I can tell you this: the consumer is! It has become “the new way” for one very strong reason… they hated the old way! Period. They hated (and still do) being spammed. Just because they signed up for your free download, did not mean that they “gave you the right” to push whatever YOU wanted them to see on them and their inbox. Knowing that you sell widgets for X price did them no good unless they knew that they wanted a widget and why. In many cases, there are “zillions” of people offering services and products via the internet. They want someone (YOU) to give them a “reason” to choose YOU. In most cases it isn’t “price” that decides, it’s a “connection”. They are desperately searching for something to make their choice easy. One that will stand out from the crowd of choices. That could be that you are really smart, caring, funny, like dogs, went to the same college, etc. You get the idea. We love Inside919.com (as others love their insideareacode.com) because it is a place where we as business owners can get to know each other without being “fire-hosed” with business cards, elevator speeches, brochures or spam. We can read about each other, and get to know each others interests, business, hobbies, etc. We can then meet at functions with no need for an “ice breaker” because we already feel like we know each other. If we like each other, we will look for ways to do business together, or support each other, or to send referrals (without being obligated to!) The consumer loves blogs because it gives them the opportunity to decide whether they like you, whether what you say is relevant to them, and they get to choose to receive more of what you say via an RSS feed, or by coming back (at their own time, on their own terms!) The consumer likes Linkedin because is gives them some confidence that you are “credible” by enabling them to “check out your professional profile”. The consumer loves facebook because most people are still “using it for personal use”. This means they get to see the “real you”. They can get to know you, see what you like, what you like to do, etc. Again, it helps them to make a connection with you. Some in business are beginning to fake it on facebook, by trying to just get business without adding value. That will not only not work, but will backfire completely and create resentment instead (because you don’t “treat friends that way!”). The consumer is rapidly LOVING twitter because they can get to know you, what your interests are, and how you interact with others (not just friends, not just clients, not just peers, etc). Not only can prospective client find out more about you here, but twitter actually pulls new ones to you too. In fact, twitter will pull more people to you than you can imagine. Without looking for you, people all over the world, from every social, economic or other status can just “get to know you” and then decide if they have a need for what you offer. How this is impacting, and will impact the Chambers and other groups remains to be seen. My guess is that they will have to adapt quickly! These groups are often expensive, and some don’t really offer their members anything more than a few monthly opportunities to get “face time” with other local business owners. We can now get that in many other ways, and places for free. Many of these groups have great people, good intentions and even have staffs that work really hard. But their “cheese is moving”, and just like they rest of us, they will have to decide whether they are willing to move too. IMHO(In my humble opinion)…