Are YOU Using These Three Ways To Build Relationships?

Replicating best practices is generally a good thing.  As you begin your week, take a look at a few that I use that have improved my relationships in social business:  

First Thought: Those Random Pictures Of Food Matter!

I’ve heard from many different folks that view social platforms like Facebook or Twitter as having little business value. A common reason I’ve heard is “I don’t care what someone had for dinner last night.”

At face value, I get that. However, if you look deeper into a particular post or tweet that may contain this, think of the insights gained! If that person is consuming a bratwurst, courtesy of a Weber Grill and Charcoal, and that happens to be your preferred grilling method for your favorite cut of meat, you now share something in common. If they are dining at a restaurant that is managed by your next door neighbor, you could bring value to that connection the next time you speak. If that bottle of wine they are enjoying resonates with you, there is another bond you would have otherwise not known.

Early on in my sales career, it was always taught to me that people generally buy based largely on the relationship you have developed with them. To that end, I’d encourage you to embrace the next post or picture that is seemingly lacking business value and look deeper into it. Is there a way that you could leverage that into a touch point or conversation with someone you are looking to establish a stronger relationship with?

The use cases in which I’ve done this very strategy have worked repeatedly. It’s built relationships that I would have otherwise never had, both with the person I was directly reaching out to, as well as others that were created as a result of my using this technique.

Second Thought: Volunteer!

Some of the most enriching experiences that I have had include opportunities that I often socialize through the hashtag #PayItForward. The social good, being a mentor, being mentored, and relationships built will last a lifetime.

To that end, why not use social media to amplify these messages? Not only will your volunteer efforts help during the specific event(s) you are participating in at a particular moment in time, but they will also serve as an opportunity to re-socialize them to a different and broader audience each time you post, especially on Twitter.
Many folks make the mistake of tweeting, for example, and idea or message only one time for fear that doing it too many times will be burdensome to their followers. The average life of a tweet is one hour! While I agree that if it’s the same message, over and over again, that would be true. However, if you post often about many different areas of interest for you….therein lies the power of building your personal brand.

There are so many examples of the power of volunteering.  One personal experience is through my serving on the Illinois State University Foundation Board of Directors: https://advancement.illinoisstate.edu/isu-foundation/foundation-board.shtml I have gleaned tremendous benefit from so many of these fine folks, and they’ve been an inspiration and have mentored me about the power of philanthropy. The great message of ISU deserves message amplification, for the work our board does enriches communities and students. It’s the least I can do for all they have done for me.

Here is my challenge to you: What volunteer efforts can you be a part of in which you can further drive the message through the various social media platforms you routinely use? Just one touch point can impact someone immeasurably.

Third Thought: Social Media is NOT a Zero Sum Game!

Every day, companies and individuals use social media as a means to only promote their own products or services. You may as well stop using it, because it has about as much value as junk mail. Worse yet, taking this approach is very likely counter-productive and brand damaging. Simply put, folks, it’s NOT all about you.

Building a brand is a time consuming, thoughtful process. One misstep can lose a client forever, but it takes time and great effort to earn the trust and respect of your customers and relationships. You need to remember this before your next post on social media talks about how great the features and functions of your widget are. Further, and I cannot stress this enough…..when someone responds to your posts, reply in a timely manner! If you think that operating your social media center is a M-F 9-5 job, you’re done. If you think replying within 24 hours is ok too, you’re done.

The average time for brands using social media to respond is six hours. However, clients expect a response within an hour of their post. If you want to infuriate your customers even further, go ahead a post a promotional ad on social media and be non-responsive when they reach out. It’s the quickest way you will go out of business.

Social Media for firms is a 24X7 activity in which you MUST employ and empower those you have entrusted your brand image to ask open questions, interact, respond, solve problems, and post varied and interesting information.