How to Make Friends and Influence People in Social Media Marketing

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How to Make Friends and Influence
People in Social Media Marketing
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Social Media Marketing
He makes no effort to introduce you to the other guests –
a collection of people so random that you half wonder
whether he just picked you all out of a telephone book.
Instead, he treats the room to a loud monologue about
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his recent promotion, the wonderful holiday he’s just
been on, and his children’s academic and sporting
achievements. And to top it all off, he seems to have
forgotten that you can’t tolerate dairy product and is
offering a cheese fondue as the evening’s meal.
You make your excuses as soon as you can, and you’re
pretty unlikely to reciprocate the invitation, right?
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Social media marketing, badly executed, can look a bit
like this disappointing dinner party. More and more
businesses are finding that a superficial, scattergun
approach does not yield results and can even alienate
people. Having lots of Facebook fans or Twitter followers
does not, in itself, magically translate into increased
revenue; any more than sending out lots of dinner party
invitations will automatically make you lots of friends.
Remembering some basic social niceties can go a long
way towards optimising the way you engage with your
customers online.
Listen
Remember the importance of the “social” in social
networks. It’s not about broadcasting your message
through a megaphone. There are many parallels to be
drawn with real life conversations: It’s not much fun
listening to someone drone on and on about themselves
at a dinner party without any apparent interest in their
conversational partner, so why should that be any
different on the internet? An adept host has a genuine
interest in his guests and you should have a genuine
interest in your online audience: – what are they
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interested in, what is important to them, what are they
talking about already? Review your platforms, find out
who you’re talking to, and use that information as a
starting point to create conversations that are real and
meaningful to your audience.
Be yourself
You cannot have meaningful social interactions if you
aren’t genuine and true to yourself, and you cannot be
liked by everybody. That’s as true of our individual social
interactions as it is of the way businesses engage with
customers through social media. Rather than trying to be
all things to all people, you should have a clear idea of
your brand that you are promoting to a specific target
audience in a clear, focused way. Think carefully about
the image you are constructing. What makes your
company unique? Warm? Human? What stories can you
tell about the founding of your company, the development
of your product, and the people who work for you?
Quality, not quantity
In social interactions, whether in real life of on the web,
quality trumps quantity. It’s more satisfying to have a
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meaningful conversation with one person than to
exchange superficial “Hello-how-are-yous” with a dozen.
Whether you’re considering Facebook fans, Twitter
followers, LinkedIn connections or bloggers, the number
of people is trivial in comparison to the quality of their
interactions with your brand. You’re trying to get people
to engage with your content – read it in detail and share
it with their own audiences. It’s far more important to get
a few people really interested than to have lots of
through-traffic of one-off connections.
Be patient
It takes time to form friendships and it takes time for
social media marketing strategies to have an impact. This
can hardly come as a surprise when you consider the
enormous amount of traffic on the internet. You need to
allow time for the word to get around, and you need to be
committed to sustaining your efforts long-term. This is no
flash-in-the-pan quick fix.
Acknowledge others
As in real life, so online: Ignoring people who make social
overtures to you is not the way to make friends. A little

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acknowledgment goes a long way. Always answer
someone who has got in touch with you, and try to make
that acknowledgment as positive as possible. It might
not seem like much, but it’s another building block in your
relationships with your customers.
Be there
Quite a lot of friendship and social success consists quite
simply of being there. Being available when needed.
Being around to share good times and bad. The world of
social media marketing is no different. You need to be
available to your audience. Don’t just publish content and
disappear – monitor reactions, participate in
conversations, and thereby nourish relationships.
Be aware of social status
If you’re trying to make friends in a new context, it’s
worth hanging back and observing for a bit to find out
who the influential people are. You want them on your
side. Similarly, spend time finding out who influences
your market online. Who is interested in your product and
has a quality audience? Those are the people you want to
connect and build relationships with. They can act as

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gateways to whole new audiences for your brand.
Have fun
Friendships are built on having fun together. Serious
conversations have their place, but if there isn’t a sense
of shared experiences, humour and enjoyment, any
relationship soon goes stale. Keep this principle in mind
when you’re communicating with customers. It doesn’t all
have to be about your product or brand. Not all of your
content has to be a more or less well disguised sales
pitch. Have fun, too. Make room for frivolous “off-topic”
conversations – jokes, tips, or fun anecdotes about staff
members. It’s a bit of a paradox, but sometimes the best
sort of advertising is not to advertise.
Reciprocate
It’s a basic rule of politeness to return calls and emails,
as well as favours. If someone does you a good turn, try
to do something for them. It’s the same in the world of
social media marketing. There’s an implicit principle of
reciprocity operating whereby it’s simply rude not to
spend some time responding to and disseminating other
people’s content. You’re returning a favour.

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And finally…
None of these rules of social engagement are rocket
science. They boil down to something not much more
complicated than the kindergarten adage of “It’s nice to
be important but it’s more important to be nice.” But this
obviousness and simplicity are deceptive. Listening to
and engaging with people in a real, meaningful way, over
time, to build enduring relationships is not easy. It takes
commitment and energy. It takes self-awareness as well
as openness to others, balancing your own and others’
needs. All that may seem like a hard slog but the
potential rewards are manifold.
It might help to keep the image of yourself as a dinner
party host in mind and revisit it every so often as a way
of monitoring your online presence. Have you invited
people who are going to enjoy the occasion and each
other’s company? Are you taking care to make each guest
feel welcome and at home? Have you planned your menu
with care and attention to detail? Do you make a habit of
writing thank-you notes when you’ve been to dinner at
someone else’s house? And finally, are you doing

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everything you can to make sure that you, and your
friends, have fun?
By Brianna Albertson
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