SlideShare a Scribd company logo
The art of being interested
Courtney Seiter   |   @RavenTools   |   @RavenCourtney

#gotoexplore                                @RavenCourtney
✤   “He was a great listener.”
     ✤   “He asked real questions, probed for
         my thoughts...”
     ✤   “It's amazing to see the effect that
         someone paying attention to other
         people can have.”
     ✤   “He listened, he heard, he was
         interested...”
#gotoexplore                               @RavenCourtney
80% of social media posts are about ME
#gotoexplore                             @RavenCourtney
Our brains reward us for talking
about ourselves.




#gotoexplore                 @RavenCourtney
It’s as good as...




#gotoexplore               @RavenCourtney
Or even...




#gotoexplore         @RavenCourtney
#gotoexplore   @RavenCourtney
#gotoexplore   @RavenCourtney
#gotoexplore   @RavenCourtney
#gotoexplore   @RavenCourtney
Be. Interested.




#gotoexplore      @RavenCourtney
What’s in it for you?

✤   More fans             ✤   New links
✤   Brand recognition     ✤   New leads
✤   Reputation            ✤   Free focus group
✤   More authority        ✤   More shares
✤   Press opportunities   ✤   Better products
#gotoexplore                                @RavenCourtney
#gotoexplore   @RavenCourtney
Just five steps!*

1. Discovery

2. Research

3. Groundwork

4. Outreach

5. Follow-up
                    *and two are really easy
#gotoexplore                    @RavenCourtney
Step 1:
Discovery
Who do you want to meet, and how will
you find them?




#gotoexplore                            @RavenCourtney
Brand
cheerleaders




#gotoexplore   @RavenCourtney
Crowdbooster
#gotoexplore   @RavenCourtney
Buffer
#gotoexplore   @RavenCourtney
Commun.it
#gotoexplore   @RavenCourtney
Influencers




#gotoexplore   @RavenCourtney
Topsy
#gotoexplore   @RavenCourtney
Listorious
#gotoexplore   @RavenCourtney
SocialBro
#gotoexplore   @RavenCourtney
Prospective
clients




#gotoexplore   @RavenCourtney
Amplicate
#gotoexplore   @RavenCourtney
Followerwonk
#gotoexplore   @RavenCourtney
Twitter search, chats
#gotoexplore            @RavenCourtney
Press




#gotoexplore   @RavenCourtney
Muck Rack
#gotoexplore   @RavenCourtney
Source exchanges
#gotoexplore       @RavenCourtney
Guest blogger linkups
#gotoexplore            @RavenCourtney
✤   Bonus! Ultimate List of Online PR Tools
    raven.im/ultimatePR




#gotoexplore                                  @RavenCourtney
Step 2:
Research
Connecting the dots




#gotoexplore          @RavenCourtney
Find them everywhere
#gotoexplore           @RavenCourtney
CRM
#gotoexplore   @RavenCourtney
Hachi
#gotoexplore   @RavenCourtney
Step 3:
Groundwork
The part where we make friends




#gotoexplore                     @RavenCourtney
You can do better
#gotoexplore        @RavenCourtney
Find your parade
#gotoexplore       @RavenCourtney
Add your voice
#gotoexplore     @RavenCourtney
Connect your community
#gotoexplore             @RavenCourtney
Get up close and personal
#gotoexplore                @RavenCourtney
Step 4:
Outreach
Time for ‘the ask’




#gotoexplore         @RavenCourtney
✤   Genuine

✤   Researched

✤   Specific

✤   Thorough

✤   Well executed


#gotoexplore        @RavenCourtney
Step 5:
Follow up
Don’t stop building




#gotoexplore          @RavenCourtney
Keep talking
#gotoexplore   @RavenCourtney
Social proof
#gotoexplore   @RavenCourtney
Bottom line: It’s not about you
#gotoexplore                  @RavenCourtney
Thank
       you!
  slideshare.com/
  raventools


Courtney Seiter   |   @RavenTools   |   @RavenCourtney

#gotoexplore                                @RavenCourtney

More Related Content

Similar to Social Media and the Art of Being Interested

Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educatorsTeachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
Georgia Virtual School
 
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
Melissa Robertson
 
The Art of Being Interested
The Art of Being InterestedThe Art of Being Interested
The Art of Being Interested
interactivitymarketing
 
How to tell an engaging story - Iowa Nonprofit Summit 2013
How to tell an engaging story - Iowa Nonprofit Summit 2013How to tell an engaging story - Iowa Nonprofit Summit 2013
How to tell an engaging story - Iowa Nonprofit Summit 2013
Christoph Trappe
 
Twitter hangout
Twitter hangoutTwitter hangout
Twitter hangout
Sherry Nouraini, PhD
 
Digital DNA - Travel bloggers - friend or foe
Digital DNA - Travel bloggers - friend or foeDigital DNA - Travel bloggers - friend or foe
Digital DNA - Travel bloggers - friend or foe
Nial Toner
 
Adventures in Wonderland: an interactive tour of 6 impossible thing-Es
Adventures in Wonderland: an interactive tour of 6 impossible thing-EsAdventures in Wonderland: an interactive tour of 6 impossible thing-Es
Adventures in Wonderland: an interactive tour of 6 impossible thing-Es
lblakemore
 
Getting Started Speaking Workshop - ELA Conf
Getting Started Speaking Workshop - ELA ConfGetting Started Speaking Workshop - ELA Conf
Getting Started Speaking Workshop - ELA Conf
Lauren Pittenger
 
Developer under influence devoxx france 2015 - en
Developer under influence   devoxx france 2015 - enDeveloper under influence   devoxx france 2015 - en
Developer under influence devoxx france 2015 - en
Guillaume Duquesnay
 
Measure It! Social media metrics made simple
Measure It! Social media metrics made simpleMeasure It! Social media metrics made simple
Measure It! Social media metrics made simple
Raven Tools
 
FLBlogCon*tent - Learn to Write Mo' Better!
FLBlogCon*tent  - Learn to Write Mo' Better!FLBlogCon*tent  - Learn to Write Mo' Better!
FLBlogCon*tent - Learn to Write Mo' Better!
FLBlogCon
 
Social media for researchers
Social media for researchersSocial media for researchers
Social media for researchers
Tegan Darnell
 
Social Media Driving Licence 3 - Twitter: come fly with us
Social Media Driving Licence 3 - Twitter: come fly with usSocial Media Driving Licence 3 - Twitter: come fly with us
Social Media Driving Licence 3 - Twitter: come fly with us
CJBS smdl
 
Social Studies PD: Skype in Classroom
Social Studies PD: Skype in ClassroomSocial Studies PD: Skype in Classroom
Social Studies PD: Skype in Classroom
Aaron Maurer
 
Social media for space tweeps
Social media for space tweepsSocial media for space tweeps
Social media for space tweeps
Remco Timmermans
 
Own Your Expertise / Workshop
Own Your Expertise / WorkshopOwn Your Expertise / Workshop
Own Your Expertise / Workshop
< Write / Speak / Code >
 
Video and-viral-multimedia-seo-kronis
Video and-viral-multimedia-seo-kronisVideo and-viral-multimedia-seo-kronis
Video and-viral-multimedia-seo-kronis
Aaron Kronis
 
Audience Building With Quora
Audience Building With QuoraAudience Building With Quora
Audience Building With Quora
Ian Lurie
 
Slide version toinfinity
Slide version toinfinitySlide version toinfinity
Slide version toinfinity
Chris Wenger
 
Video & Viral Multimedia SEO -Aaron Kronis
Video & Viral Multimedia SEO -Aaron KronisVideo & Viral Multimedia SEO -Aaron Kronis
Video & Viral Multimedia SEO -Aaron Kronis
Aaron Kronis
 

Similar to Social Media and the Art of Being Interested (20)

Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educatorsTeachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
Teachers, Don't be a Twit, Let's Tweet! Twitter 101 for educators
 
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
Twitter Talk: Using Twitter for Learning and Professional Development in Res ...
 
The Art of Being Interested
The Art of Being InterestedThe Art of Being Interested
The Art of Being Interested
 
How to tell an engaging story - Iowa Nonprofit Summit 2013
How to tell an engaging story - Iowa Nonprofit Summit 2013How to tell an engaging story - Iowa Nonprofit Summit 2013
How to tell an engaging story - Iowa Nonprofit Summit 2013
 
Twitter hangout
Twitter hangoutTwitter hangout
Twitter hangout
 
Digital DNA - Travel bloggers - friend or foe
Digital DNA - Travel bloggers - friend or foeDigital DNA - Travel bloggers - friend or foe
Digital DNA - Travel bloggers - friend or foe
 
Adventures in Wonderland: an interactive tour of 6 impossible thing-Es
Adventures in Wonderland: an interactive tour of 6 impossible thing-EsAdventures in Wonderland: an interactive tour of 6 impossible thing-Es
Adventures in Wonderland: an interactive tour of 6 impossible thing-Es
 
Getting Started Speaking Workshop - ELA Conf
Getting Started Speaking Workshop - ELA ConfGetting Started Speaking Workshop - ELA Conf
Getting Started Speaking Workshop - ELA Conf
 
Developer under influence devoxx france 2015 - en
Developer under influence   devoxx france 2015 - enDeveloper under influence   devoxx france 2015 - en
Developer under influence devoxx france 2015 - en
 
Measure It! Social media metrics made simple
Measure It! Social media metrics made simpleMeasure It! Social media metrics made simple
Measure It! Social media metrics made simple
 
FLBlogCon*tent - Learn to Write Mo' Better!
FLBlogCon*tent  - Learn to Write Mo' Better!FLBlogCon*tent  - Learn to Write Mo' Better!
FLBlogCon*tent - Learn to Write Mo' Better!
 
Social media for researchers
Social media for researchersSocial media for researchers
Social media for researchers
 
Social Media Driving Licence 3 - Twitter: come fly with us
Social Media Driving Licence 3 - Twitter: come fly with usSocial Media Driving Licence 3 - Twitter: come fly with us
Social Media Driving Licence 3 - Twitter: come fly with us
 
Social Studies PD: Skype in Classroom
Social Studies PD: Skype in ClassroomSocial Studies PD: Skype in Classroom
Social Studies PD: Skype in Classroom
 
Social media for space tweeps
Social media for space tweepsSocial media for space tweeps
Social media for space tweeps
 
Own Your Expertise / Workshop
Own Your Expertise / WorkshopOwn Your Expertise / Workshop
Own Your Expertise / Workshop
 
Video and-viral-multimedia-seo-kronis
Video and-viral-multimedia-seo-kronisVideo and-viral-multimedia-seo-kronis
Video and-viral-multimedia-seo-kronis
 
Audience Building With Quora
Audience Building With QuoraAudience Building With Quora
Audience Building With Quora
 
Slide version toinfinity
Slide version toinfinitySlide version toinfinity
Slide version toinfinity
 
Video & Viral Multimedia SEO -Aaron Kronis
Video & Viral Multimedia SEO -Aaron KronisVideo & Viral Multimedia SEO -Aaron Kronis
Video & Viral Multimedia SEO -Aaron Kronis
 

More from Raven Tools

Fully Optimized
Fully OptimizedFully Optimized
Fully Optimized
Raven Tools
 
Essential On-Page SEO
Essential On-Page SEOEssential On-Page SEO
Essential On-Page SEO
Raven Tools
 
On-Page SEO for Mobile
On-Page SEO for MobileOn-Page SEO for Mobile
On-Page SEO for Mobile
Raven Tools
 
How to Establish Social Proof Using Social Love
How to Establish Social Proof Using Social LoveHow to Establish Social Proof Using Social Love
How to Establish Social Proof Using Social Love
Raven Tools
 
How to Discover Marketing Opportunities For Any Website
How to Discover Marketing Opportunities For Any WebsiteHow to Discover Marketing Opportunities For Any Website
How to Discover Marketing Opportunities For Any Website
Raven Tools
 
The 5 Most Important Benchmarks for a New SEO Client
The 5 Most Important Benchmarks for a New SEO ClientThe 5 Most Important Benchmarks for a New SEO Client
The 5 Most Important Benchmarks for a New SEO Client
Raven Tools
 
Mobile Marketing Misconceptions and the Real Truth
Mobile Marketing Misconceptions and the Real TruthMobile Marketing Misconceptions and the Real Truth
Mobile Marketing Misconceptions and the Real Truth
Raven Tools
 
Eliminate Google Analytics Confusion with Raven
Eliminate Google Analytics Confusion with RavenEliminate Google Analytics Confusion with Raven
Eliminate Google Analytics Confusion with Raven
Raven Tools
 
How to create a traffic machine for your content
How to create a traffic machine for your contentHow to create a traffic machine for your content
How to create a traffic machine for your content
Raven Tools
 
Bootstrap Marketing for Entrepreneurs and Startups
Bootstrap Marketing for Entrepreneurs and StartupsBootstrap Marketing for Entrepreneurs and Startups
Bootstrap Marketing for Entrepreneurs and Startups
Raven Tools
 
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog PostsContent Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
Raven Tools
 
The Future of Search in a Social World
The Future of Search in a Social WorldThe Future of Search in a Social World
The Future of Search in a Social World
Raven Tools
 
Measuring Social Media: A Tweet Is Worth WHAT?
Measuring Social Media: A Tweet Is Worth WHAT?Measuring Social Media: A Tweet Is Worth WHAT?
Measuring Social Media: A Tweet Is Worth WHAT?
Raven Tools
 
Essential Content Marketing Templates
Essential Content Marketing TemplatesEssential Content Marketing Templates
Essential Content Marketing Templates
Raven Tools
 
Why Press Releases Are (Still) Useful for Marketers
Why Press Releases Are (Still) Useful for MarketersWhy Press Releases Are (Still) Useful for Marketers
Why Press Releases Are (Still) Useful for Marketers
Raven Tools
 
Social Media Crimes of Passion
Social Media Crimes of PassionSocial Media Crimes of Passion
Social Media Crimes of Passion
Raven Tools
 
SEO performance metrics that actually matter
SEO performance metrics that actually matterSEO performance metrics that actually matter
SEO performance metrics that actually matter
Raven Tools
 
Tools Shoot Out - SEMPDX SearchFest
Tools Shoot Out - SEMPDX SearchFestTools Shoot Out - SEMPDX SearchFest
Tools Shoot Out - SEMPDX SearchFest
Raven Tools
 
Link Building: The Best Marketing Strategy You've Never Heard Of
Link Building: The Best Marketing Strategy You've Never Heard OfLink Building: The Best Marketing Strategy You've Never Heard Of
Link Building: The Best Marketing Strategy You've Never Heard Of
Raven Tools
 
Keeping It Small with Slim
Keeping It Small with SlimKeeping It Small with Slim
Keeping It Small with Slim
Raven Tools
 

More from Raven Tools (20)

Fully Optimized
Fully OptimizedFully Optimized
Fully Optimized
 
Essential On-Page SEO
Essential On-Page SEOEssential On-Page SEO
Essential On-Page SEO
 
On-Page SEO for Mobile
On-Page SEO for MobileOn-Page SEO for Mobile
On-Page SEO for Mobile
 
How to Establish Social Proof Using Social Love
How to Establish Social Proof Using Social LoveHow to Establish Social Proof Using Social Love
How to Establish Social Proof Using Social Love
 
How to Discover Marketing Opportunities For Any Website
How to Discover Marketing Opportunities For Any WebsiteHow to Discover Marketing Opportunities For Any Website
How to Discover Marketing Opportunities For Any Website
 
The 5 Most Important Benchmarks for a New SEO Client
The 5 Most Important Benchmarks for a New SEO ClientThe 5 Most Important Benchmarks for a New SEO Client
The 5 Most Important Benchmarks for a New SEO Client
 
Mobile Marketing Misconceptions and the Real Truth
Mobile Marketing Misconceptions and the Real TruthMobile Marketing Misconceptions and the Real Truth
Mobile Marketing Misconceptions and the Real Truth
 
Eliminate Google Analytics Confusion with Raven
Eliminate Google Analytics Confusion with RavenEliminate Google Analytics Confusion with Raven
Eliminate Google Analytics Confusion with Raven
 
How to create a traffic machine for your content
How to create a traffic machine for your contentHow to create a traffic machine for your content
How to create a traffic machine for your content
 
Bootstrap Marketing for Entrepreneurs and Startups
Bootstrap Marketing for Entrepreneurs and StartupsBootstrap Marketing for Entrepreneurs and Startups
Bootstrap Marketing for Entrepreneurs and Startups
 
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog PostsContent Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
Content Marketing: 50 Words That Will Help Improve Your Next 500 Blog Posts
 
The Future of Search in a Social World
The Future of Search in a Social WorldThe Future of Search in a Social World
The Future of Search in a Social World
 
Measuring Social Media: A Tweet Is Worth WHAT?
Measuring Social Media: A Tweet Is Worth WHAT?Measuring Social Media: A Tweet Is Worth WHAT?
Measuring Social Media: A Tweet Is Worth WHAT?
 
Essential Content Marketing Templates
Essential Content Marketing TemplatesEssential Content Marketing Templates
Essential Content Marketing Templates
 
Why Press Releases Are (Still) Useful for Marketers
Why Press Releases Are (Still) Useful for MarketersWhy Press Releases Are (Still) Useful for Marketers
Why Press Releases Are (Still) Useful for Marketers
 
Social Media Crimes of Passion
Social Media Crimes of PassionSocial Media Crimes of Passion
Social Media Crimes of Passion
 
SEO performance metrics that actually matter
SEO performance metrics that actually matterSEO performance metrics that actually matter
SEO performance metrics that actually matter
 
Tools Shoot Out - SEMPDX SearchFest
Tools Shoot Out - SEMPDX SearchFestTools Shoot Out - SEMPDX SearchFest
Tools Shoot Out - SEMPDX SearchFest
 
Link Building: The Best Marketing Strategy You've Never Heard Of
Link Building: The Best Marketing Strategy You've Never Heard OfLink Building: The Best Marketing Strategy You've Never Heard Of
Link Building: The Best Marketing Strategy You've Never Heard Of
 
Keeping It Small with Slim
Keeping It Small with SlimKeeping It Small with Slim
Keeping It Small with Slim
 

Social Media and the Art of Being Interested

Editor's Notes

  1. \n
  2. This friend was a lot of things, but he will be best remembered for being great at one thing in particular: the art of being interested. Why was it so remarkable that he was a good listener and truly interested in others? Because it&amp;#x2019;s incredibly rare &amp;#x2013; and becoming more so &amp;#x2013; to find someone who&amp;#x2019;s truly interested in others. Not waiting to tell you their story, not looking across the room to see who&amp;#x2019;s more important than you. Just truly, honestly interested in you and your story.\n
  3. Research suggests up to 80% of social media postings are about &amp;#x201C;one&amp;#x2019;s own immediate experience.&amp;#x201D;\n\n\n
  4. Harvard researchers gave people money for answering questions while they were hooked up to MRI machines. They got more money for answering factual questions or questions about other people, and less money talking about their own views on a subject. But time and time again, participants chose to receive less money in order to talk more about themselves. \n
  5. What they found is that the act of talking about yourself activates the same sensation of pleasure in the brain that we get from food....\n\n
  6. Or even having sex. People were willing to give up even more money when they thought their answers would be shared with another person than when they were told their responses would be kept private.\n
  7. So the urge to share and be understood is extremely strong. And we suddenly have more places to talk about ourselves than ever before. When &amp;#x201C;share&amp;#x201D; becomes just another way to say &amp;#x201C;let me tell you more about me,&amp;#x201D; it&amp;#x2019;s clear social media has begun to show us something about ourselves: We really want someone to listen to us. Our thoughts. Our opinions. Our experiences.\n
  8. But if everyone wants to be noticed, be heard, have their opinions validated, who is doing the listening? If we&amp;#x2019;re all trying to be interesting, who is left to be interested?\n
  9. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  10. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  11. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  12. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  13. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  14. Brands are eager to use social media as a broadcasting platform, but not so keen on customer conversations. We&amp;#x2019;re just not interested, and it shows. And we&amp;#x2019;re blowing it with social media. We&amp;#x2019;re talking what&amp;#x2019;s most special about this innovative communication form and dumbing it down to the kinds of communication we&amp;#x2019;re used to: We talk, you listen. How can we go beyond that and begin to build real relationships?\n
  15. Not just answering questions, not just saying thanks when people write about you, but actually extending a conversation and creating a relationship. With people who who are talking about the same things you talk about, who love your brand, who want to know your brand. This isn&amp;#x2019;t sales. This is genuinely being useful, helpful, likeable, conversational. Being interested. This is what social media is tailor made for: discovering people, making contacts, and building relationships.\n
  16. It takes some work, and results aren&amp;#x2019;t immediate. So why bother? Build a community of the best and brightest. Collaborate with customers to make your products better. Have a 24/7 focus group that actually cares. See your relationships pay off when people look to you as an authority. Because a conversation you build in good faith is real, and people are acutely aware of what&amp;#x2019;s real. \n
  17. What we&amp;#x2019;re talking about with this process is really &amp;#x201C;stealth friendship.&amp;#x201D; The way you meet and evaluate new people every day, and the ones you like, you take those tentative first steps &amp;#x2013; a cup of coffee, drinks after works &amp;#x2013; that eventually become the basis of a relationship.\n
  18. Just like in real life, it&amp;#x2019;s an ongoing, rolling process that takes place at human scale because it takes real human contact &amp;#xA0;&amp;#x2013; a handful of new people at a time. But unlike in your daily life, social media adds a lot of noise and distance, so we need to add some tools to the mix to help us figure out what&amp;#x2019;s important and focus in on it.\n
  19. Depending on your industry and your goals, there are many different groups you might want to focus on in terms of building relationships. The main questions you want to ask yourself are:\n&amp;#x2022; Who&amp;#x2019;s looking for you? &amp;#x2022; Who&amp;#x2019;s talking about you? &amp;#x2022; Who has questions you can answer? &amp;#x2022; Who&amp;#x2019;s important to you and your niche?\n
  20. Every brand has advocates and fans that go above and beyond: they blog about you, go to bat for you online, refer you business, share your news. They, of all these groups, deserve a sincere relationship with you.How do you find them?\n
  21. Section of Facebook analytics that focuses specifically on your most engaged fans in terms of comments and likes. A study of fan engagement showed that only 6% of fans engaged with content but that those superfans are incredible important One Superfan is equal to that of 75 fans. For Twitter, a list of those who most frequently RT you, along with quick view of the tweets and ability to follow. \n
  22. Easy way to see who&amp;#x2019;s retweeting your content and quickly follow them and/or thank them for the mention.\n
  23. Alerts you to people you might want to follow based on how they interact with you. See how you&amp;#x2019;ve interacted with followers in the past. \n
  24. We&amp;#x2019;re not talking anyone with a high Klout score. We&amp;#x2019;re looking for people who are authorities on the specific topics around which you want to build your own value. Don&amp;#x2019;t forget mid-level influencers, too.\n
  25. Enter your site or URL of blog post, then click the &amp;#x201C;Show influential only&amp;#x201D; to sort. Now you have a list of influential people who are already sharing your content. From here, roll over their photo for more info and easy follow. Also: Topsy Expert Search lets you discover knowledgeable, interesting and active users on any keyword or terms.\n
  26. Twitter people search. Browse through Twitter lists on any topics. Search for people and subjects that are related to your business interests. Or look for lists created by others your industry or competitors.\n
  27. Lots of advanced filters allow you to search by follower: following ratio, number of lists they&amp;#x2019;re on, post frequency, influencer score powered by PeerIndex and many others. Bulk follow/unfollow helps you quickly act on your research.\n
  28. People looking for a product or service like yours are on social media every day, having conversations that relate to what you do and asking questions you can likely answer. Our challenge is to find them, listen actively and talk to them meaningfully.\n
  29. Amplicate collects consumer opinions on SM and analyzes them to let you know what consumers are saying about products, services, companies. Put in keywords from your industry to find out what people love and hate about your products, your brand, your competitors. What are their biggest problems? Can you fix them?\n
  30. Great for searching Twitter bios for keywords and drilling down by geographic area.\n
  31. Use advanced search operators to find conversations. Think about natural language you&amp;#x2019;ve seen in your conversations and search accordingly. love+brand hate+brand sucks+brand &amp;#x201C;anyone&amp;#x201D; OR &amp;#x201C;suggest&amp;#x201D; OR &amp;#x201C;recommend&amp;#x201D; &amp;#x201C;alternative to X&amp;#x201D;\n
  32. Everyone wants to be in the New York Times or on CNN, but to do that you&amp;#x2019;ve got to know people in the press. Now the key here is to build relationships with writers before you need something from them. Start following them on Twitter. Engage with them about other articles&amp;#xA0;they&amp;#x2019;ve&amp;#xA0;written or comments&amp;#xA0;they&amp;#x2019;ve&amp;#xA0;made. Email them simply to introduce yourself and ask for nothing in return. This step is one of the most important as it allows you to build a relationship with the writer without asking for anything in return. If&amp;#xA0;you&amp;#x2019;ve&amp;#xA0;gotten into the habit of tweeting your thoughts back and forth over the past few episodes of Dexter, they know you as more than just a story pitch.&amp;#xA0;\n
  33. Local reporters often have SM presence in order to be more accessible in their communities. Muck Rack lists thousands of journalists on SM in lists vetted by a team of editors. \n
  34. Source exchanges are a great resource for both reporters and PR pros. Sign up and you&amp;#x2019;ll usually get daily e-mails from reporters who need experts for specific stories.\n
  35. Tools for finding relevant blogs and blogs that are open to guest post exchanges. Blogdash hooks up brands and bloggers. My Guest Blog hooks up writers with blogs looking for content, making it easy for the parties to connect. Blogger Linkup is a mixture of all of that - a mixed mag mailing list of guest posts, brands, source opportunities, etc.\n
  36. \n
  37. There are no shortcuts. To really get to know your targeted list, you have to do the work. Read their blog, find out who they are and who they&amp;#x2019;re connect to.\n
  38. Connect with them everywhere you can passively--no contact yet. Subscribe to their blogs (via email or RSS), follow them on Twitter, connect on Google+, subscribe to their Facebook updates, like their Facebook page, YouTube, &amp;#xA0;SlideShare, Pinterest, Quora, Tumblr, Instagram, join LinkedIn Groups that they participate in, search industry events and see if they will be speaking. This is work on the front end but assures that your group is part of your daily rounds. This will help you easily get to know them, their personality, their content, without doing much more than what what you were already doing.\n
  39. If you work with a CRM system, make sure everyone in your group is entered into with appropriate tags and notes. Remember particular conversations or facts about the person you may want to recall later. Can be a spreadsheet, too\n
  40. Finds the fastest and smartest way for you to connect with anyone. Hachi searches through your connections spread across various social and professional networks, and &amp;#xFB01;nds the smartest way for you to connect with anyone you want. And, it facilitates the introduction.\n
  41. Allow yourself a certain amount of time per day to just cruise your lists and find points to engage with and people to connect with. Quantify these efforts as needed. \n
  42. For fans, don&amp;#x2019;t just thank them for sharing. Find a way to let them know they&amp;#x2019;re important. Remember your past interactions with them. Put them on a panel of VIP customers who help you develop new stuff. Ask customers for their ideas and thoughts on improving service and next generation products. Reward them with stuff. \n
  43. Make it about them. Find your parade and get behind it. Build traffic for your supporters them the way you do for yourself. Link to them, share their posts with your audience, comment on their blog post/social posts, answer their questions or RT to help find someone who can, reply to them, promote their LinkedIn group or local event or speaking gig. The &amp;#x201C;find your parade&amp;#x201D; phrase comes from Tim O&amp;#x2019;Reilly &quot;People don&apos;t care about your book,&quot; I remember Brian saying to me. &quot;They care about the Internet itself.&quot;&amp;#xA0; Instead of marketing the book, we used the book to market the Internet.&amp;#xA0;\n\n
  44. taking the time to actually consume it. It&amp;#x2019;s not OK to just retweet and share content to build your industry voice. When you share content from your targets, add what you learned, your favorite tip or even an opposing point of view. Don&amp;#x2019;t let them mistake you for an autobot-let them know you&amp;#x2019;re engaging with their content. Use names in blog comments. Show that you&amp;#x2019;ve done the legwork to know them a little better.\n
  45. Create a sense of community around your brand. It&amp;#x2019;s going to be a stronger drive for you than a few influencer tweets. The more interconnected a community is the stronger it becomes. Fostering the relationships between members and helping them to grow and discover new like-minded people helps amplify a brand&apos;s value in intangible but highly valuable ways. \n
  46. It doesn&amp;#x2019;t always have to be business-related. Social media is a series of breadcrumbs we give people to follow to get to know each other. Look for opportunities to engage with them on non-industry topics. Look particularly for &amp;#x201C;passion points&amp;#x201D; &amp;#x2013; a nonprofit or cause you have in common, a band you both love. There are three conditions sociologists consider crucial to making close friends: proximity; repeated, unplanned interactions; and a setting that encourages people to let their guard down and confide in each other.\n
  47. Some of these groups you&amp;#x2019;ll maybe never reach out to for anything - you just want to be in contact with them because they&amp;#x2019;re interesting or influential or a big fan. For others, you&amp;#x2019;ll eventually be working your way up to a request for press coverage or a link. Either way, you&amp;#x2019;ve put in the groundwork to earn that relationship\n
  48. guest post example\n
  49. The relationship isn&amp;#x2019;t over once you&amp;#x2019;ve gotten what you asked for. Can you return the favor? \n
  50. Studies show that more communication increases customer confidence. Higher levels of relevant, frequent, lengthy and timely information leads customers to reduced feelings of uncertainty and a stronger relationships with the sponsoring companies.\n
  51. Once you&amp;#x2019;ve gotten a few press mentions or love notes from fans, find a way to show it off. Your fans&amp;#x2019; stories are powerful - to you and to them. Testimonials on your site, blog posts wrapping up your press, etc.\n
  52. The most precious commodity in social media is being understood. We&amp;#x2019;re all searching for someone who &amp;#x201C;gets&amp;#x201D; us. If we happen to come across one of these precious people, we pay more attention to them than anyone else in our lives. So for brands, the secret to success in social media is to forget about us and understand others.&amp;#xA0; Success comes when you focus on the success of your community.&amp;#xA0;People matter, and those relationships begin when you forget about you and start being interested. \n
  53. \n