Almost everyday I talk to people who try and make things like social media and internet marketing, sound like something that only scientists and doctoral graduates could do.
“It’s too complex and time consuming, so you’ll have to outsource it to a company that has spent the last 10 years studying the internet with a microscope.” When I talk to a new client, who is almost “afraid” of taking their business online, I tell them that the internet is very similar to the city they live in. There are millions of people in many different places buying, selling and doing many different things.
Classifieds sites are like the big bulletin boards at the entrance of your local store, BidorBuy is the garage sale happening down the road. Ecommerce websites are the storefronts of the shops inside your big shopping centres. News24 is the newspaper that gets delivered to your door every morning. Forums and chat rooms are the salons where the gossip take place, Itunes is that nightclub with the loud music, YouTube the TV that families watch their favourite soapies on, (without the annoying commercial breaks).
Where do we find social media in this city? Well, see the social networks, like Facebook, LinkedIn and Twitter, as the places where people go to RELAX, SOCIALISE, LISTEN and TALK. These places are typically dinner functions and cocktail parties. I wrote those words in capital letters for a reason, and you should note that I left out the words BUYING and SELLING.
Imagine someone walking into a function, lots of small groups of people standing around and talking to each other. That person walks to the nearest group and the first thing he says is: “BUY MY STUFF!” What do you think those people will say or do to that person? What he should have done is introduce himself to the group, provide value, ask questions, give advice, and listen to what other people have to say. This method allows him to learn more about those people, their problems, their frustrations and how his business will be able to help them. Listening first creates trust. Trust builds relationships. Relationships are the foundation of successful businesses, because people do business with people they know, like and trust.
We should approach social media in exactly the same way. Attend the party, be generous, helpful, give advice, listen and make new friends. Your new friends will introduce you to their circles of influences and out of that will follow many new customers and business relationships.
Make sure to join my cocktail party on Facebook here:
