Four simple rules to build a following on social media

Every day, including weekends, I receive unsolicited requests to connect on LinkedIn. "Since you are a person I trust" they say, "I'd like you to join my professional network".  Really?  We've never met.  And besides, I strongly suspect you're trying to sell me something.  Or, worse still, one of your key metrics is the number of connections you have on LinkedIn.

What's even more surprising is that many of these new 'friends' profess to be marketing, digital or social media experts.  Yet their very actions in seeking to connect with me in this way show the degree of their expertise: diddly squat.

Of course all individuals and organisations are interested in building effective networks.  That's where sales are made, recommendations offered and ongoing engagement ensured.  But please, please, please if you want to connect with me - and I suspect any other potential customer - follow these simple rules:

1. Make it a no-brainer to connect with you.  Share something with me; show me you know something I should know or might find useful; give me a compelling reason to invest in networking with you.
2. Be transparent.  Tell me who you are, what you do and why you'd like to connect. What's in it for me?
3. Show you understand something about me.  Even if it's that I'm in marketing.  Even better, show you've read my blog or LinkedIn updates.
4. Ask about me.  What am I really interested in?  What's my view on content marketing? Have I used marketing automation?

Hang on a minute, aren't these some of the very basic rules of effective marcoms and sales? Knowing your audience, tailoring your message and listening. Shame on you so-called marketing, digital or social media "experts" who think it's fine to simply try and connect.

While on the subject of LinkedIn, has anyone noticed how the curse of the cute kitten photo has managed to spread from Facebook to LinkedIn? Does this mark the dumbing down of the network? Or should I learn to relax more on a Friday afternoon?

Time to take action against #cyberbullying - 4 things social media owners should do

A joint post with +Fabian Marrone

Cyber bullies are cowards.  They hide behind their screens to cause untold distress and heartache to the most vulnerable in our society.  In extreme cases their actions have led young people to take their own lives.

As a society and a marketing community are we prepared to allow this to continue?  Isn’t it time that those working in the marketing and digital professions and the managers of social networks worked together to begin the process of stamping out cyber bullying?

Here are four things that should be considered as a starting point:

1. Amend all terms and conditions to make it crystal clear that any form of online bullying will not be tolerated and be explicit about the penalties. Get all users to explicitly agree to these new conditions.  Those who are reported or suspected of cyber bullying should have their accounts frozen and, if there is sufficient evidence, blocked from using the vehicle of their venom.
2. Subject to local laws, details of those blocked should be shared amongst the main social media sites to ensure all outlets are restricted.
3. Social media owners should establish a form of neighbourhood watch, encouraging the online community to identify and report incidents of cyber bullying quickly.
4. Provide support and assistance to those who are victims of bullies online.

This is merely a starting point but it is clear that action needs to be taken by the digital community now.  

What other ideas do you have for tackling this important issue in our society?

'Passionate' about your sector? Prove it.

Google ‘passionate about property’ and be prepared for the long list of estate agents who claim to be so.  In fact, you’ll find businesses everywhere proclaiming their ‘passion’ for what they do.  How lucky these people are to work in a field they’re passionate about.

I’m all for brands being clear about what they stand for but I’m also clear that any such assertions need to be explained and then demonstrated through consistent action and behaviour.  I read such assertions and have one response: prove it.

If you’re making such assertions in your business and you’re serious about keeping the statement, ask yourself the following:

• What does this mean?  Make a point of asking people inside and outside the business what they understand the meaning of your statement to be.  You may be surprised to find an array of different interpretations, not all of them what you intended.

• Who says we are? Of course you do, but does anyone else?  What third party recommendations/commentary do you have to prove your passion?  What are the results of your customer satisfaction programme?  What do customers say – not just the last time you asked them, but now.

• What’s in it for our customers?  Ask yourself what this means for the average customer and make sure you explain it to them.  In the case of the estate agent, does it mean that you know all the properties in your catchment area incredibly well?  Does it mean you’re able to advise on what makes a property saleable to a particular type of buyer?

• How can we demonstrate our passion every day?  It seems to me that people who are ‘passionate’ about something live and breathe it.  They never cease talking enthusiastically about their favourite subject.  They’re borderline obsessive.  So, if our estate agent is passionate, I’d expect to see them talking regularly in the local media about property and their website should have lots of really useful information about the subject, for example.

• How do we get all of our people passionate?  This is probably the most important question but may be the most difficult to answer.  Consider appointing role models to champion the cause.  Revisit your reward/commission structures and ask yourself whether they encourage different or counter behaviours.  Look at training options.  Consider how you communicate and behave internally – are you continually talking about the subject and providing your people with the necessary data, tools and know-how to build their own passion?

The key is, whatever you say about your business will be meaningless unless you’re able to bring it to life in a meaningful way for your customers and prospects.