For most of us in the business world, social media is a great tool to network, build relationships, create a personal or company brand and attract our target clients (or candidates). And when it comes to social media, there are two primary ways you can use it:
1) One-to-one - personal networking
2) One-to-many - content sharing
For most social media purists, the first option above is really the only option. You use social media to converse with specific people just like you would in person, over the phone or through an email. Through social media, you direct message people you want to reach. You send personal messages with InMail messaging (LinkedIn), you send direct messages on Twitter, or re-tweet the people you like and you use social media to create personal relationships.
The advantage of social media for personal networking is that it allows you to discover and easily connect with people you'd like to know. Why? Maybe because you value their expertise. Maybe because you admire their company. Or maybe because you'd like to open the doors to a potential business relationship.
For the purists, social media is exclusively about one-to-one communication.
While social media is a terrific way to network with specific individuals, it's also a powerful way to attract a group of people to you and your company. Social media makes it easy to get your message in front of hundreds, or even thousands of people who don't already know you--people who are highly likely to be a great fit for your company.
Another benefit is that social media makes it easy to position yourself as an expert, or even a thought leader. It makes it easy to get your message in front of the right people, at the right time.
All it takes is a consistent effort to participate in social content sharing.
Just as the name implies, it refers to sharing ideas and information on social networks.
At Haley, we saw a dramatic increase of web traffic from the social media sites when we started a concentrated effort of our own social sharing once a week starting in December 2011.
The graph below shows web traffic from the social media sites to our website. (The spike in September is from a Facebook contest that we ran.) As you can see, our overall increase in Facebook from June 2011 to January 2012 is 680%, while LinkedIn traffic increased 391% and Twitter traffic increased 248%.
The majority of this traffic is from our exact target audience. And most of this traffic was from "new" visitors--people we haven't yet reached in other ways.
If you're in sales, social content sharing can be an integral part of your cold calling process. It's an amazingly effective way to get people interested in speaking with you. When combined with personal networking on social media, it becomes a powerful way to generate appointments. But you should plan to spend at least an hour a day on social media to maximize its value.
If you're in recruiting, social content sharing can be a terrific way to attract the best candidates to your firm. It's also useful for building a following (on Facebook or LinkedIn) of people who may become future candidates.
This sounds too good to be true--so what's the catch?
Time. Social content sharing is very labor intensive. It takes dedicated time every day to find, or better yet, produce interesting content. And it takes time to share the right message with the right people on the right social media.
The other catch? Expertise. When done well, social content sharing is a powerful tool for attraction. But done incorrectly, and you'll repel the exact people you are trying to reach.
To help you make the most of social content sharing, here are a few do's and don'ts:
|Need help with social content sharing?
Whether you need help coming up with a strategy, producing content, or simply finding the time to execute your social content sharing plan, Haley Marketing is here to help.
Just give us a call at 888.696.2900 or contact us online.