Recently, someone posted a kind comment on my Facebook Wall, saying how special I am and how much my friendship means to them. At first I thought, “Wow, I’m really glad that person is my friend!” and started to post back a thank you for the warm and friendly post. But then I noticed where the comment was generated from.
You know how Facebook tells you when something’s been posted from HootSuite or Ping or a mobile application? Well, this one was posted from a tool that acts much like an e-mail list management tool that lets you insert “%firstname%” into the body of your text so that the person’s actual name appears. For example, when I write my weekly e-zine, the software I use allows me to write something like, “Hi %firstname%, Welcome to No Suits Allowed!” and the e-mail that the subscriber receives, says, “Hi John, Welcome to No Suits Allowed!” Well, this software allows you to do the same thing, but with social media. So you can write something like, “Hi %firstname%, I just wanted to let you know how special and amazing you are, and to say that I really treasure our friendship,” and send it to a thousand people.
Efficient? Yes. Totally against the entire point of social media? In my book, pretty much.
Social media isn’t designed to be a mass enterprise. It’s designed to form and build relationships and connections among people. Whether you’re talking about Facebook, Twitter, or LinkedIn, social media is all about a conversation that takes place between individuals. If you want to leverage social media to its greatest advantage, you have to actually participate in that conversation.
I’m not entirely against time-saving tools for social media. In fact, I make great use of them myself. I use Networked Blogs to automatically post my blog posts to my Facebook and Twitter accounts. I use HootSuite to load in links to articles I’ve written, to maximize visibility of those articles over a longer period of time. And I recently started using the feature in my e-mail newsletter software that allows me to post my weekly e-zines to my Twitter account.
But the automation stops there. If I automate personal messages, how, exactly, am I building high quality relationships, and how can I bring true value to my friends, followers, fans, and associates? How can one form an authentic connection, if one starts by deceiving people by posting what seems like an intimate and individual comment, but what turns out to be a generic message which was actually posted to several (or even hundreds) other people?
Back to the individual who posted this message to my Wall…I looked at this person’s Facebook Wall, to see what response she was getting from others. Many people had posted and thanked her for the message she posted (and a little detective work proved that indeed, it was identical to the one posted on my Wall), and it’s pretty clear to me that most didn’t know (or didn’t care?) that this was the exact same message she’d posted to everyone else…and that she hadn’t visited their Facebook pages to learn about them, but rather had just clicked a single “Submit” button to send one message to many.
So maybe this tool provides a jumping-off point for forming a relationship? But…no. Because as I suspected, the person in question hasn’t responded to a single one of the people thanking her on her Wall, which is what you’d think someone would do, if they understood the point of social media and were truly interested in forming those connections.
Folks, social media isn’t about collecting followers and friends. The numbers aren’t what’s important - the quality is what matters. If you have thousands of friends, how much good does that really do you, if you don’t talk to them or engage in a dialogue with them? How does it serve you to have that many friends you don’t have a relationship with, and more importantly, how can you possibly serve them?
If I’ve said it once, I’ve said it a thousand times…social media is about engagement and it’s about the conversation. If you post to your Wall or tweet and you get no response from your friends and followers, there’s a reason why. You’ve got to get to know people to know what will interest them. You’ve got to get to know your friends and followers to know what they want to hear about from you. And if you don’t bother doing that, you’re wasting the incredible business and personal potential that social media puts at your fingertips.
Now, if you’ve got thousands of Facebook friends and Twitter followers, obviously you won’t be able to have conversations with each and every one of them every day. But what you can do is post things that appeal to your friends and followers, and engage in a dialogue about those things. Different things will appeal to different people, which means that over time, you’ll get a good mix of many of your friends and followers involved in the conversation. People will talk to you and they’ll talk to each other, and you’ll create a little community, just by getting to know the people who you’re connected to in social media. And that’s the point.
Ever since I gained a certain level of visibility and credibility in the marketplace, I’ve been bombarded with private messages and e-mails from people who want me to promote their books, products, teleseminars, live events, telesummits…
I’m particular about who and what I promote. I only share people and products I have personal experience with. I only share things that have helped me and improved my business. If I connect with someone or read a book that just didn’t help me, I’ll be darned if I’m going to promote that to my subscribers and followers, just to get a fat commission. I’ve never believed in promotion for profit. It’s just not my style.
But what bothers me most is that I regularly receive requests for help from people who have befriended me on Facebook, never said “hello,” and then sent me a message a couple of weeks later asking me to promote their new book and help them get to “bestseller status” on Amazon.
Why would I do that??
Why would I ever promote someone I don’t know? Why would I promote content I haven’t reviewed? How could I possibly recommend someone I don’t know and maintain my own integrity and authenticity?
I imagine there are people who will promote anything, thinking that associating themselves with someone they perceive as more successful makes them look more successful. It doesn’t.
So here’s the scoop: if you want people to promote your products, here’s the way to do it:
Create really solid content. Don’t hold back. Give everything you’ve got and make sure you have a good editor (for print or audio).
Form strong relationships with other entrepreneurs and small business owners who have the same target market. Look for complimentary businesses to form alliances with.
Talk to people. Get to know them. Comment on blogs, Facebook pages, articles, and show your support.
Bring value to the table for other people before you ask them to do something for you. Believe it or not, things like what I mentioned in #3 are ways of bringing value and forming a relationship with someone. I remember the people who post comments on my Facebook status updates and blog posts.
If you want someone to promote your product or book for the first time and they haven’t seen your content before, send them a copy of your work before asking them to promote it. You might end up with a great blurb for your book cover or web site and you might also gain a fan.
Ultimately, the most important point I can make here is that if you’re using social media as a business networking tool, make sure you use it the right way. Remember to focus on the “social” part of social media. It’s all about the connection and the conversation.
Let’s face it—we’re all looking for shortcuts to help manage our businesses and social media interactions more efficiently and effectively. One of the best ways to make your social media activities run more smoothly is outsourcing—having someone manage certain tasks for you.
But when it comes right down to it, there are certain things that shouldn’t be outsourced, and there are really good reasons why “you” need to be a part of your social media strategy.
In fact, if you’re thinking of hiring someone to manage your social media accounts and handle your online networking, you may want to think again, because you might end up with exactly the opposite of what you’re after.
This article will look at social media tasks and what should and shouldn’t be outsourced, to see maximum results for your small business. READ MORE AT SOCIAL MEDIA EXAMINER
I recently connected with Al Ferretti (@alferretti) and Skeeter Hansen (@skeeterhansen), founders of both TwitterWatchdog and TweetFormula on Twitter. These guys are super-authentic “Go-Givers” who I spent almost two hours with on the phone last Friday. I learned how they both met their wives, how they both got so many darned Twitter followers (approaching 100,000 between the two of them), and why they created TweetFormula (as a sidenote, if you want to be “in the know” about Twitter, how to increase your following, and how to use Twitter most effectively in your small business, TwitterWatchdog is a wonderful, authentic resource packed with useful, practical content).
After getting an inside peek into the TweetFormula product itself and spending this past weekend delving into the material, I can safely say that I understand why TweetFormula is so popular, and indeed, why Al and Skeeter are doing so well. So what is TweetFormula and why do I dig it so much? Read on….
*BTW, in the interests of full disclosure…please note that I do not have any sort of affiliate relationship with TweetFormula, TwitterWatchdog, Al Ferretti, Skeeter Hansen, or the partridge in a pear tree.
TweetFormula: What is it?
TweetFormula is the brainchild of Al Ferretti and Skeeter Hansen, founders of the crazy-popular and high-content blog, TwitterWatchdog. TweetFormula is a step-by-step formula for getting started on Twitter and creating a strong, authentic following that’s interested in what you have to say. Using a system of online videos, step-by-step written instructions, and bonus teleseminars, Al and Skeeter take you through their 10-step program, one step at a time.
What you’ll learn:
You’ll get started with setting up your profile and learning the basic lingo. You’ll learn how to find the right people to follow (e.g. people who are in your target market) and how to join in the conversation on Twitter. You’ll learn what to do and (almost more importantly) you’ll learn what not to do. You’ll learn how to automate, when to automate, and how to navigate the tricky Twitter waters with ease.
One of the things I really like is that Al and Skeeter include copious information about how to “join the conversation” and build relationships on Twitter. TweetFormula is all about the Go-Giver philosophy — give value, show people that you’re interested in them, and use social media as its intended: to connect with other people. And in doing that, you’ll find that your small business will indeed grow. Even better, these are skills you can transfer to other social media or in-person networking for small business success.
Lest you make the same mistake that I myself made, thinking “All of this sounds very nice, but it’s going to take forever,” Al and Skeeter show you exactly how to set up systems so that your social media becomes efficient, manageable, and doesn’t take up a huge chunk of your day. In fact, one of the last modules focuses on automation and creating efficient systems using third-party tools. It’s included in the later steps to really drive home the point that social media isn’t about broadcasting your promotions, but is a truly interactive medium requiring your commitment to a daily (albeit not constant) presence.
And in an ever-growing sea of third party Twitter “enhancement” applications, most of us find things a bit overwhelming and confusing. Luckily, at exactly the right moments in your training, Al and Skeeter show you the most useful tools (and just enough of them to be useful, but not enough to be overwhelming), so you can build maximum visibility and increase efficiency.
Pedagogically speaking….
The videos in TweetFormula are high-quality. The instructions are clear and easy to understand and follow, and everything is done in a highly methodical fashion. You understand what you’re doing and you learn the reasons why you’re doing this stuff. You get clear action steps for every single module, so you know exactly what you’re supposed to do next.
Who does TweetFormula rock for?
There’s really something here for everyone. If you’re a Twitter newbie, or you just find Twitter a little overwhelming, TweetFormula is a fantastic way to get started. If you’ve been on Twitter for awhile, and your following isn’t growing the way you want it to, you’ll find really helpful information to jump-start your list.
For myself, I thought I was getting a pretty good bead on Twitter. I’m fairly technically-oriented, so I had fancy-schmancy nested systems already set up (all my social media nested inside Ping.fm, nested inside HootSuite with the RSS feed from my blog, plus a little automation help from SocialOomph).
But surprisingly, I picked up some great hints and tricks from TweetFormula that showed me how to set up some new systems that are more efficient. I found out how and where to find new, targeted followers, and just inside this weekend, within 24 hours of just beginning to put those systems into place, added 50 new followers. *UPDATE* Within 7 days, I added well over 300 targeted followers. Not bad, right? And just in case that doesn’t wow you, let me remind you that these are targeted, high-quality folks who I happen to know are in my target market and are interested in what I have to say, and that’s worth its weight in gold. Plus, I also formed some really interesting strategic relationships with some new folks I met along the way.
What do I wish TweetFormula included?
There’s not much missing from TweetFormula, I have to tell you. But the one thing I do wish was included was a bit more detail about how to use the advanced third-party tools they recommend. They do a good job of providing an overview and the “getting started” part, but I suspect that the technophobes who find the basic Twitter instructions useful may need a bit more help with the technical aspects of those third-party tools. You may find, however, that a combination of TweetFormula, manuals and training from the individual third-party tools themselves, and content from Al and Skeeter’s TwitterWatchdog blog may provide pretty much everything you need.
Make no mistake about it, though, TweetFormula is not a “silver bullet.” Al and Skeeter will never tell you that you’ll add thousands of new followers in a week. You won’t have the following of Ashton Kutcher overnight by following TweetFormula. What you will have, however, is a solid following of people in your target market with whom you can build a relationship that over time, will most likely translate into tangible growth for your small business.
Overall thoughts…
Do I recommend TweetFormula? Absolutely. You can’t beat the price point and frankly, the program is worth every penny and then some.
What I really love is that every technique in the program is above-board and totally legitimate. No black-hat stuff for these guys, and you’re not going to get into trouble with Twitter using any of their strategies. Plus, they’re supporting Twitter in exactly the way that it was intended, and showing you how to really use Twitter to build your business. So yes, 100%, I recommend it and heartily at that.
And darned if their Northern accents aren’t just super-endearing, too.
Listen in to 88.7 FM’s “Rubicon Salon” this Friday, August 7, at 9:30 AM to hear Business in Blue Jeans CEO Susan Baroncini-Moe being interviewed by host Ingrid Cummings. You’ll hear how Susan ended up as the CEO of a business consulting and coaching firm for small business owners, why she thinks Twitter is overrated, and her tips for business success!
