REMINDER: Don’t Be a Social Media Spammer

Something I discuss quite a bit with clients is the importance of having conversations when networking on social media. Of course, adding a dash of email etiquette when creating your social media posts.

Yes, social media is not technically “email,” but you are communicating digitally with the written word, so the same guidelines apply. Especially on business accounts.

Let’s look at some definitions:

Networking: a supportive system of sharing information and services among individuals and groups having a common interest

Social: seeking or enjoying the companionship of others; friendly; sociable; gregarious

It’s All About the Conversation

Many business owners fail to realize that networking on Facebook, LinkedIn, and other business networking sites is not just a venue for pushing their wares. At these sites and “networks,” people are sharing information, discussing, asking for advice — they are having a conversation.

Effective social media networking is purely and solely about the conversation. The goal of any post is to create engagement, right? That is why quality conversations take each participant’s time and commitment, and it starts with you.

One thing social media is not is getting as many contacts or “friends” on your list that you do not know and then marketing to them. That is a hit-or-miss approach.

If you only post blatantly commercial messages, you quickly become a social media spammer and one that will inevitably be ignored, or worse, blocked. Folks don’t follow, like, or remain “friends” with those who are clearly in it only for commercial gain.

Business is About Making Money

Yes, if you are on social media sites, you can gain exposure for your business. Which then should/could/might translate into more sales/contacts/customers. Finding the right mix that converts is pretty much unique to each business and market.

However, you need to participate, help, share, encourage, and advise. You need to be present. By doing so, the chances increase that those in your network will then grow and look to you when they need your product or service or expertise.

Sales Pitchy Hype

In their zeal to get business, some post sales-pitchy “contributions” that do nothing but get them unfollowed/unfriended. Ongoing, habitual hype is of no interest to those who are already inundated with pitches at every turn.

The key is to share your experience and expertise, help out where you can, then introduce your product or service within those parameters. The best scenario is not because you brought up the topic, but because someone else asked first.

The most promising approach is that your posts and commentary encourage others to ask for more information and visit your website. Because you appear helpful and knowledgeable, and that builds trust—the key to any successful business.

Offer Valuable Commentary

Don’t reply to or post in the group in an overly hypey, sales-pitchy manner. Or with gratuitous meaningless comments just to be seen. Instead, offer a courteous, concise, and brief reply, including a link to your site (if asked).

Remember, if anyone in your network wants to know what you do, they can visit your profile, which includes a link to your website for everything they need to know — including a link to your site.

When was the last time you reviewed, refreshed, and updated your social profiles? Maybe go do that now.

The most ineffective thing you can do is be a social media propagandist. Credibility lost. Concentrate on helping, mentoring, and being part of the conversation — and the leads will follow.