I have written before about my love for the magazine Success. Today I had the pleasure of listening to the audio CD included in each issue, and was introduced to this question. Are you designing your social media strategy to be a mile wide and an inch deep? Meaning have you developed thousands of connections but no relationships. Back in my network marketing days we called this approach AMWAY. The idea of how wide of a distribution channel you can have in order to move more products.
The reason this caught my attention, is probably obvious, but have you stopped too think about how it relates to your business. I am guilty of it on LinkedIn, I have over 1200 connections yet still only really know a handful of contacts. Some would say I am wasting opportunity, but in reality I did nothing to foster a relationship with these people, I just joined a group and started accepting connections. There is no depth to the relationship or value to what I am doing at this time.
In the social media arena, (Facebook, Twitter, LinkedIn, youTube, etc.) you must foster relationships based on giving. Giving of your information, giving of your attention, giving of your time. In Northern Nevada, we should understand that in our small communities the only thing of value we may have is the relationships we have fostered in our community. Why in the social media world would it be any different?
I heard this stat on the same CD today. Business owners should do the following on social media to feed its consumers. Facebook 2x a day, Twitter Hourly, Blog Weekly. Not a bad recipe for starting out on social media. Understand that consumers, want information, they want to interact with you and your business, but you have to do your part.
Building a social media strategy that has depth of relationship is where success is found for local business. When consumers reply to your message you must provide feedback. When a consumer has a question, you must answer it, when a consumer takes their time to share you must respond with gratitude. Then and only then will they share with their friends about your great business and you will start to see growth.
Charlie Pankey is a former publisher in Nevada and current small business owner