Last week I received the following Tweet:
The timing for the above query was notable because on the same day, I received a message in LinkedIn from an industry sales representative asking a similar question. The sales rep – who works for one of the industry’s more dominant P2P providers – wanted to find a way to better expand her footprint in the world of social media.
Besides pointing out the obvious, such as using a proper photograph for your profile pic, at the end of the day I wrote back, you need to follow the 3Cs model.
Centered around the Know, Like and Trust edict for doing business, I directed her to read my post titled The 3Cs of Social Media Success.
For those unfamiliar with the Know, Like and Trust reference, it is based on the fact that people will ultimately work with or do business with someone they well . . . Know, Like and Trust. In fact, in the purchasing world, the more complex or significant the expenditure, the more of a factor this becomes. You simply have to listen to my interview with a former aide of Governor Cuomo’s , in which he states that more than 90 percent of all contract winners in the state are selected before the actual RFP is issued, to understand its actual importance.
The question is how do you get to this point in a relationship. Especially given that fact that despite being more connected today through social media and the myriad of electronic devices, we actually seem to be communicating less?
This is where the 3Cs come into play.
We are all familiar with the three R’s associated with learning (Reading, wRiting, and aRithmetic). Think of the 3Cs of social media in the same way.
In a world of increasing noise levels where it is becoming difficult to establish a distinguishable presence and brand, the three Cs are the foundation upon which to build a meaningful rapport within the virtual realms of the Internet.
So What Are The 3Cs?
Content: Your content is relevant with what is happening in the world right now
Context: You have something meaningful to share with the world
Contact: Your content is shared or cross-pollinated across traditional and electronic print mediums, radio and Internet TV, social networks and social network groups
There it is, I can stop writing this post now and wait to hear about your success.
Much to the chagrin of every Internet huckster peddling a service or product that proclaims to know the secret of your success (i.e. SEO), the formula for connecting with an audience or market is quite simple. You have to take an interest in the world around you!
This is the inescapable starting point. There are no techniques per say, nor hidden paths to establishing the kind of meaningful rapport that is necessary for you to increase your virtual presence. We are not talking about the recipe for Coca Cola here, or the secret herbs and spices that go into making the Colonel’s world famous chicken.
To be part of the conversation, you have to join the conversation, and in the process add value that is unique to your view of the world. It is the only way for people to really get to know you, like you, and trust you to the point of actually wanting to make a meaningful connection with you.
To get to that stage however, you have to say something worth hearing before people will listen to you. And if they listen to you, they will get to know you and, as is often times the case, to know you is to like you. From there, trusting you is just a short walk down the street.
Now for those out there who simply cannot believe or accept that building a strong social media presence is this simple, it is.
To start, ask yourself these three basic questions; 1. what is it I have to say that is meaningful to the world, 2. how does it relate to what is both interesting and important to the world and, 3. what are the venues through which I can best connect with the world around me?
While there are certainly demographic considerations with each venue – LinkedIn is more business oriented catering to the 35 to 55 age group, while Facebook is more personal focusing on the younger generation – the answers to the above questions are applicable across the board.
In short, what value are you bringing to the relationship? Are you providing real knowledge and useful insight, or are you just trying to reach as many people as possible in an effort to make a sale. There is a world of difference between the two.
In a future post I will talk about social media in terms of the procurement process itself, and how you can use the various platforms to become more strategic. In the meantime, start building your personal footprint using the 3Cs and watch both your presence and influence grow.