Return on Networking – the ROI of Social Media (guest post)

I was never a fan of the cocktail party-variety networking scene. I will never be one to dart around a room shoving business cards into people’s hands. I prefer meaningful conversations with people, getting to know them and vice versa.

But social media networking? That’s something different altogether. Done right, it’s never a hit-and-run. Rather, it consists of building relationships over months and even years by sharing information – both professional and personal – through posts, comments and responding to questions in various online communities.

What’s the return on investment, the ROI, for putting that kind of time into social media? Actually, it’s called the RON – the “return on networking.”

And for me, it’s huge.

I’ve been on Facebook for five years; I also have Twitter, Google+ and LinkedIn accounts, among others. All totaled, I’m now approaching 100,000 friends, followers and connections. Those followers expose my name and message to their audiences every time they “like” one of my posts or share one of my links. Recently, someone re-tweeted something I’d shared on Twitter – he had 130,000 followers! That’s a potential audience of 130,000 people I likely would have never reached otherwise.

Talk about exposure!

Who knows how many of those people may someday become my clients? Who cares? I’ll still consider the exposure a good return on networking. Here’s why.

The RON of social media isn’t always tangible, not immediately, anyway. By establishing a continued presence online through regularly sharing content of use to my followers, I’m building my platform and my reputation as an expert. That grows in surprising ways – and it lives in surprising places.

A recent case in point: Late last year, I got a call from a prominent New York City hair stylist, the director of a salon in one of that city’s premier department stores. He wanted to talk about some publicity needs and what my company could do to help him.

When I asked how he got my name, he explained he’d written some books over the years with a co-author, and she’d heard me at a speaking engagement.

Well, that made sense. Speaking at conferences is still a great way to get your name out while also building credibility.

But the next thing he said came as a complete surprise.

“So, then I contacted the corporate office (of the department store chain) and asked what PR agency they would recommend.” And they recommended me and my company!

I don’t know a soul in the corporate offices of that high-end retail chain. I can only guess they learned of me through social media.

Just being on Twitter or Google+ isn’t enough, of course. You have to make a diligent effort to regularly post content that people find valuable, including links to informative articles, tips relevant to your topic, and/or informed insights on topics in the news.

You also have to “be a human,” as our lead social media strategist, Jeni Hinojosa, likes to say. She and our other social media producers encourage clients to send photos when they go on vacation, celebrate milestones or engage in hobbies. Posting those photos with a comment adds a personal touch that allows followers to connect on a more emotional level.

Our social media producers also make sure clients’ personalities shine in their posts, showing their sense of humor and letting followers in on the other things they care about, whether it’s victims of a natural disaster or a favorite charity.

Interaction is equally important. Strive to respond to every comment or question posted on your networking sites. Interacting is engaging, and people who are engaged tend to be happy followers. The more you take part in conversations via comments and responses, the more lively and visible your presence becomes.

The RON includes increased traffic to your website; increased trust in your brand and what you’re selling; and greater word of mouth than you could ever hope for by attending a cocktail party or even a speaking engagement.

About Marsha Friedman

Marsha Friedman is a 23-year veteran of the public relations industry. She is the CEO of EMSI Public Relations (www.emsincorporated.com), a national firm that provides PR strategy and publicity services to corporations, entertainers, authors and professional firms. Marsha is the author of Celebritize Yourself and she can also be heard weekly on her Blog Talk Radio Show, EMSI’s PR Insider every Thursday at 3:00 PM EST. Follow her on Twitter:@marshafriedman.

how to twitter

Follow me on Twitter logo
Image via Wikipedia

I always get asked, “How do I get more people to follow me on Twitter?”  I figure I get asked this question because these same people have yet to meet folks like @unmarketing, @clickflickca, or @erinbury.  All these folks have more “followers” than I will have in several lifetimes.

I also get asked this question because my clients (through thirdocean) and potential clients aren’t heavy personal users of social media tools.  They are more interested in how to leverage these tools to grow their already successful businesses.  I’m not the biggest dude on Twitter and I don’t pretend to be.  However, because I’ve been asked, allow me to share with all of you what I’ve been doing on Twitter.

Follow To Be Followed:

This is the easiest way to gain a following.  It’s not based on anything you’ve created or the value that you give to others.  It’s only based on you following other people.  Follow me and there’s a chance that I might follow back if I like your tweets and content you are creating.

Cater To A Specific Crowd:

There was a time when I was live-tweeting a Toronto Maple Leaf open practice.  And guess what happened?  My follower count went through the roof over a two-day period of time.  Again, I wasn’t trying to gain more followers and those that did follow me have probably left.  Why? Because I don’t generally tweet about the Leafs.

Provide Valuable Content:

Content is King. Content leads to conversation. Conversation leads to engagement. Engagement will lead to so much more than followers on Twitter.  It can lead to opportunities: both personal and professional.  Be human and be valuable.  Not all your tweets have to be mind-blasting or inspirational.  But please try to provide content that people will want to read and share.

@reply:

If you read a tweet that you like take a moment and share it with your followers.

Don’t Buy Followers:

Yes it is possible to buy followers.  Not only does it cost you money.  But, long-term, it will cost you credibility.

Well, these are just some of my recommendations.  What are some of yours?

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who is your #followfriday recommendation?

Image representing Twitter as depicted in Crun...
Image via CrunchBase

Over the past two Friday’s I’ve blogged about some of my favourite Tweeple here.  Today, I’m going to change things up a little bit.

As the title of this post suggests, I would like to know who you recommend I follow on Twitter.

Comment below on who I should follow and why.