On the face of it, social networking seems like a good idea. To keep in touch with people I mean. But when it comes to business "apps", where does it fit in?
My children are on MSN and Facebook or MySpace every day, you know the sort of thing, uploading photos, messaging each other, even using their web cams. Its quite normal for them.
For me, we used to go out in the morning and not be seen by our parents until that same evening and no one batted an eye. We know its different these days. And as parents we feel happier if they're around rather than "hanging out" somewhere.
So what should the deal be with social networking and businesses?
It takes a while for it to register and "click" but when it does, you'll be putting your business out there to be noticed. But a word of warning! Don't mix the two up - personal and business I mean.
I've seen it a number of times and experienced it myself. Do you really want distant business prospects connecting to your family? Probably not, but you don't have to expose conversations with your auntie to show business contacts that you're being authentic.
Whats the point of Twitter, Facebook and the like...
"Conversation", plain and simple
Think about it. Back in the 50's gentlemen would tip their hats. Dialogue would happen everywhere. The path to communication would be at the shops, pubs and social events. Authentic one to one contact and communication.
Now we conduct a significant amount of our time on line, you for example, reading blog posts like this!
The social structure of what we have come to feel comfortable with is co-existing online. So when it comes to developing new business relationships, how are you supposed to go about it, you can't exactly tip your hat these days.
Expanding your customer base in the 90's was easier. A bit of direct mail, a few flyers here and there and a whole load of cold calling. Nowadays, as we're all aware, the cold call part is so unwelcome its not funny and the sending out of direct mail and flyers seems to be seriously hit and miss (more miss!).
So what's the answer. Well, there's a few parts to it. Firstly you have to start up a conversation, you have to keep telling people your story and you have to be genuine about it. Those of you who have read it will notice the almost direct reference to Dale Carnigie's "How To Win Friends & Influence People".
It has been said for years, but it gets lost in the noise. You have a great story to tell, but not enough people can hear it. You don't have enough conversations happening.
New businesses don't like being lassoed, captured and displayed as a prize. They want to be engaged in conversation about the things that interest them, like succeeding in business and making their lives easier. Its not about you and it's not about the kit. It never was and never will be.
But you can't have a conversation if you send out three mailshots and then stop, thinking that your efforts didn't work. Its got to be ongoing. If there's no conversation going on, its as if you don't exist. Just like you closed up shop.
So start with getting in the habit of having conversations, online, on Twitter, on Facebook on your own company blog. Be engaging, not too contraversial, but that helps too. Show people what your "tone of voice" is all about.
Of course there are other aspects of keeping exposed to the danger of creating new business, but it still boild down to the same thing. Let them know you exist and do it on their terms.
Even the cost models have changed. All of the production and even access to these exceptionel resources are in the most part free. But they do take time.
If you haven't started thinking about including social networking in your marketing strategy, then it might be a good idea to at least start looking around and checking out what your competition are up to. And if they're not. GREAT, find someone that is and get going.
You can only win. Inactivity will undoubtedly contribute to you losing out to someone else who simply keeps visible and has lots of conversations that prospective customers can join in on.
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