In the interview he made a point of reiterating one of his key beliefs / pillars about Social Media: being helpful.
And it brought me back to one of this issues I often touch on via this Blog which is the subject of ‘influence.’
I profiled some of the tools that calculate influence last month and posed the following question: are they useful?
My answer was that while on a personal level they can be fun, the criteria that helps create those scores is what you should focus on (if anything).
Social Media criteria worth considering
– Are you engaging with your audience? i.e. taking part in conversations, commenting on posts etc
– Are you sharing quality information? i.e. so many links are shared, are you really adding value every time?
– Are you being generous in general? i.e. how quick do you respond? Do you respond at all?
The same applies for brands using Social Media.
Twitter and Facebook are not a direct marketing / sales channels
If you operate a Twitter account or a Facebook fan page for a brand and your feed mostly consists of commercial messages, you have got it wrong…big time!!
People opt-in to Social Media for interaction, to gather information and to be entertained, and to escape the thousands of marketing messages they are subjected to each day via other mediums.
Now, that’s not to say brands can’t use Social Media effectively, of course they can, but in order to be trusted and followed, you need to give something to people, and this is where being helpful / useful comes in.
Helpful + Useful + Fun = Mr (or Mrs) Right
My advice isn’t anything new but yet it seems to be missed by many.
Forget influence, forget follower counts and definitely forget direct sales messages.
Instead, ‘give’ without expecting to ‘receive’.
Proactively ‘help’ others.
Aim to predominantly share information of ‘use’ not personal indulgence.
Have ‘fun’ and be a ‘person’, not a robot.
You are part of a community, so act that way.
Brands and people who do these things don’t need to worry about influence metrics because their actions (and resulting relationships that they form) speak louder than their ‘scores’ ever will.