Networking online can often leave people with the daunting question of “what do I say?” Many come to that wonderful posting box and freeze, terrified that they may alienate their audience, posting some irrelevant or become too spammy with their content. Afterall, we often get lost in the concept of social “media” thinking it is all about promotion. We believe the true title for this burgeoning industry is actually social “communications.” These new tools are just a new way to access one another, sometimes in mass. The basic core principles are much the same as they are in general offline networking. The key is to give a PIECE of yourself to your networking, and you will get a something back. It may lead to a referral, more awareness or simply incredible brand ambassadors who already love you and are just looking for a way to share you with their worlds.
At Actuate Social, we use a basic formula for creating content called “PIECE” messaging.
Promote – Of course you have a product or service and want to let people know about it. Keep in mind that that wonderful 80/20 rule in business applies here. 20% of the time promote, 80% of the time build relationships through great content.
Insight– Provide audience with changing information within your business and/or personal worlds. This is as simple as an announcement that you are attending a networking event. closing for a holiday or perhaps expanding your team. It provides people with a perception of insight into your organization which builds trust.
Education – Provide educational information designed as value added content. The more you can educate the savy buyer of today’s world, the more they will begin to trust you as a subject matter expert. This trust is a key component to any good buying decision.
Collaborate – Ask questions, provide opinion and engage the audience further by asking them to participate. This technique provides your audience with the opportunity to provide you with insight and suggestions into improving your company, expanding product lines and/or basic demographic research. When people feel they have been heard by your organization, they begin to feel like they are a part of your organization, not just a client or a follower. This will lead to incredible brand loyalty which leads to clients who begin to view you as a partner, not just a vendor.
Entertain – Provide humorous and/or entertaining information to audience through video and out of the box articles to create good will. Open up and share with your world a little bit of your personality. Do not be afraid to share that humorous video or fun quote. Entertainment creates a pattern interrupt and gives your reader a break from “business talk.” This also creates likeability, another key component to a great buying decision.