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How to Take Your Social Networking to the next level

Some people feel frustrated when social networking doesn't bring them a lot of business. In this article, I discuss some tips that can help change their approach to it.

Written Oct 13, 2009, read 7311 times since then.

One of the issues I run into with social networking is that most of the businesses who have heard about social networking are focused on it primarily as a way of getting business. And when they don't get business right away they get disheartened and feel that social networking isn't working for them. Or they decide right away to use social networking as a way to advertise their business, but don't really engage the audience.

Social media consultants, in the meantime, stress authenticity and genuine engagement, but also again focus primarily on how social networking will provide more business to a business. In fact, it seems that what social networking really boils down to is finding ways to get business from other people on social networking sites, while disguising that by being "genuine" and "authentic", whatever that might mean.

There's a key element missing from all the hype on social networking, and it actually pertains to the word networking. What's missing is that people on social networking sites are so focused on trying to get business from social networks that they are ignoring the concept of networking and how that applies to social networking. In other words, they primarily treat social networking as a feed, where they get lots of clients, but don't care as much about the networking aspects involved.

It's certainly true that social networking can be used to market your services and products to other people, but if we only focus on that, and ignore the networking aspect of social networking, we're not fully utilizing social networking sites. So how does networking apply to social networking? First, social networks connect you with people you either know or are interested in getting to know. Second, as you get to know people and discover what their needs are, or discover what someone in their network needs, this can pave the way toward you helping them. Sometimes how you will help them simply involves referring them to someone else who you know is qualified to help them. With that concept of networking in mind for social networking, the following tips are meant to help you take your social networking to the next level.

1. Comment on what other people post or tweet about. If you want to network with people, you need to interact with them. Spend some time commenting on other people's news, tweets, and posts. By doing so, you show you are interested in them, and you can even portray yourself as a resource they can draw on, if they need to. Additionally, this lets them get to know you as well, and you may seem more interaction when you post as a result.

2. Pay attention to what people need. A lot of people will post about something they need or a situation they are in. If they do so, try to think of who you know in your network that you can connect them to and then send a private message offering to connect the people. This is a good way to be helpful and will help not just the person in need, but also anyone you direct them to. Additionally, this shows that you are paying attention to what people are posting about and helping them out, even if it doesn't bring you a profit. Conversely, don't be afraid to post about what you need. I've gotten some great responses from people, when I've asked questions about something I wanted to know about.

3. Post about some interests or fun facts. While people may not necessarily want to know about what you ate for dinner (unless you include a link to the recipe), they may find it interesting to learn about the latest book you're reading or a fun hobby you do, because it shows them that you have more going in your life than just business. It creates opportunities for interaction, lets people in, and the conversation can sometimes take you into some useful directions for your business, while also creating enough of a personal connection that people find you interesting to follow.

4. Think of people you can connect to each other, based on mutual interests. I always really appreciate it when people connect me to other people that share similar interests. I also appreciate it when people connect me to someone who might need my services. When you first start following someone, ask them who they'd like to be connected to, or after you've read some of their posts and tweets, think about someone you could connect them with. By making those connections you can help people develop a strong network of referrers and possible clients, which is always appreciated.

5. Don't come to on social networking sites with an expectation that you'll automatically get business. This last tip is probably the most important. If you come on to social networks only looking to get business, this will become apparent to people fairly quick and will ultimately alienate you from them. Treat people as people, not potential clients or customers you want money from. I'm not saying you'll never get business from social networking sites. I've gotten business from social networking sites, but it's taken time and a willingness to get to know people and not perceive them from the getgo as potential marks or clients I can get income from. And that's exactly what you need to remember. Don't go with a specific objective of getting business. Sign up and join in because you want to share some information and learn from other people. Continue participating on a regular basis and let people continue to get to know you. And eventually you might get some business with people you know and will actually take care of, because you know them.

Social networking is still networking. If we remember that and approach it as a networking activity, we will actually get much further with it, than if we are just trying to get business from it. People want to be treated like people and communities want to feel like they are engaged with, as opposed to sold to. Keep the above tips in mind, and you'll create a strong online network that supports you, even as your in-person network does the same.

Learn more about the author, Taylor Ellwood.

Posted by Kaya Singer, Portland, Oregon | Oct 13, 2009

Good article Taylor Many of my clients have refused to do social networking because they don't understand the one basic concept that you alluded to; the development of community.

If all my business was about was selling to people and getting more clients it would be very empty. I love the community that I have developed online- people I never would have been able to know and relate to. I have new friends in Chicago, Florida and many other states. I support them and likewise, they are interested in what I am up to. I love it!

This is a good example right now. I am able to support you Taylor without going anywhere, getting dressed up or anything. In fact I'm sitting in my jammies getting ready to soak in the tub and I am having this lovely conversation with you.

Niche expert/ Business coaching services, Portland Or
Posted by Alesia Zorn, Portland, Oregon | Oct 13, 2009

I too appreciate the idea of building community and relationships and am really glad to see you stressing that!
Posted by Susan Lannis, Clackamas, Oregon | Oct 13, 2009

You really take the technology out and put the people in - it really helps me see the value for time spent.
Posted by Paul Franciskato, Junction City, Kansas | Oct 13, 2009

I can relate with this! I began joining social networking sites with the intention of using them for business building purposes as well as connecting with people. I am one of those who have become frustrated in the process because I have not learned how to use social media effectively. Thanks for these suggestions! I will keep them in mind and put these techniques to use!
Posted by Joan Coubarous, ARLINGTON, Texas | Oct 13, 2009

Great article. After reading your article I am doing the things you recommended. I will continue to use them and hopefully I will attract new clients, buyers and sellers! By the way I love referrals! I market the Dallas-Fort Worth Metroplex!
Posted by John Trivedi, Bothell, Washington | Oct 13, 2009

Taylor,

Excellent article! You hit the nail on the head with this and it gave me a better understanding of what social networking is all about. Too often I get caught up in trying to get business from other people while engaging in a conversation online at sites such as facebook and twitter, where as what I should be doing is simply getting to know people and see if there is anything I can do to help out. It all comes down to talking with people who I want to get to know and I would imagine in return they'd like to get to know me as well...excellent tips and I'm going to do what I can to implement these right away.
Posted by Linda Smith, Beaverton, Oregon | Oct 13, 2009

Connect! Connect! Connect! That's what it's all about!
Posted by Taylor Ellwood, Portland, Oregon | Oct 13, 2009

@Kaya I see a similar attitude with a lot of businesses overall, and even from the social media consultants, who I think sometimes are so eager to make a buck, they promise the world. What people need to remember is the that the technology is just a means to an end, and the end, in this case, is creating and sustaining community for the betterment of everyone. Thanks for your support and the comment!

@alesia Definitely! It's really important people understand that its the relationships we build that bring us the business we want.

@susan In the end it's always about people. Technology is just a means to an end, not the end itself.

@Paul, Yep changing your perspective will definitely make social networking more fun! And as people get to know you, they'll want to learn more about you and how they can help you.

@Joan good luck, let me know how it works out.

@john That's what networking is really about. You get to know each other, create trust, and from that build your business.

@Linda You got it!

Taylor Ellwood http://www.imagineyourreality.com
Posted by Michael Cohn, Butler, New Jersey | Oct 13, 2009

Great article Taylor. You got straight to the point of social networking.

Heighten your reputation and exposure online.
Posted by Len Rosen, Toronto, Ontario Canada | Oct 13, 2009

I define social networking as communication with low expectation. I am reminded of a story recently told on radio about a social networker who invited his Facebook "friends" to a face-to-face meeting at a local Toronto pub. He sent out 75 invitations. 30 responded saying they would come. So he reserved 5 tables at his local and on the evening in question 1 person showed up.

If we had called the social networking phenomenon, networking, I would be in total agreement with the article. But we don't. We call it social networking. The social aspect transcends the networking. So how do you turn the social aspect on when you are a business person attempting to make a connection to further your business goals.

One way is to create a common cause that focuses social networking "friends" and "contacts" on issues that you can associate with your business. Let me give you an example. Recently I worked with a client who was not getting the attention of the people that normally gave him business. I suggested that his skill could be associated with a cause that would send a strong social message to those he was trying to reach without selling them on his services. I suggested he announce his cause on both his social networking sites and web site, and that he create an event around the cause.

It is marketing strategies like the one above that make the social in social networking become a means to achieve new ways of connecting to customers, ways that make the customer see the relationship with you and your business in an entirely different light. I call this social marketing and I believe it represents the way that small business and entrepreneurs can catch the audience at social networking sites.
Posted by John E. Smith, Maryland Heights, Missouri | Oct 13, 2009

Hi, Taylor

This is an excellent article!

You have done a very nice job of summarizing an intelligent approach to social networking. I am a big believer in approaching both my on-ground and online interactions with others from a human connection viewpoint, as opposed to a business focus.

In my experience, if you connect with the person, other things will naturally follow . . . sometimes. Other times, you just have a nice connection with someone else on the planet. Both are good things:).

You display a well-grounded sense of how all this new media works without losing sight of the reality that business has always ultimately been about people and relationships. Thanks for posting this and I look forward to your next contribution.

John
Posted by Terra Vita, Los Angeles, California | Oct 13, 2009

Taylor, Another good article. John Smith summed it up very well, it is ultimately about people and relationships. Thanks again. Best, Terra
Posted by Josh Bereano, Seattle, Washington | Oct 13, 2009

Great article. Suggestion, use search bar on Twitter. Target the topics that your interested in. Meet like minded people.

www.Twitter.com/joshbereano www.Twitter.com/avirtualpartner

Guerilla Social Media Marketing
Posted by Mark MacKay, Seattle, Washington | Oct 13, 2009

Thanks for the article Taylor. It reminds me to be thankful for the opportunities social networking provides for helping out people in my daily life.

I get great satisfaction from social networking because it allows me to share my expertise with people trying to solve problems.

There's another benefit if I remember to CC myself when I respond to questions from members of my social networks like Linkedin. I find that my replies often contain information that I know but have ignored or forgotten.

Providing answers has sparked my professional memory and I'm harvesting that professional information and putting it back into my work life.
Posted by Taylor Ellwood, Portland, Oregon | Oct 13, 2009

@ Michael, Thank you very much.

@Len, I agree with you about the communication with low expectation. That's a good way to phrase it. But I disagree that removing networking from the equation and focusing on social is the key. I think being social is part of networking, which is why the phrase social networking has come into place. Your example with the client, is something the client could just as easily with in-person networking, and in fact that does occur a fair amount. The reality is, whether its social networking or in-person networking, what really draws people to you is your interest in them and the causes they care about.

@John thank you very much. I sometimes think businesses focus so much on trying to get business they forget about the relationship aspect and how important it really is.

@Terra, thank you very much. I liked John's comment as well.

@Josh that is a good strategy I recommend to clients and a useful one to add as an additional tip here. Thanks for sharing!

@Mark, that's an excellent idea of ccing the answer to yourself. It's so true as well that sometimes we forget the wisdom of what we say, so having it cced can really help us out.

Taylor Ellwood http://www.imagineyourreality.com
Posted by Kate Phillips, Seattle, Washington | Oct 14, 2009

I agree with you and with Kaya, Taylor, it's about the community, the relationships, the conversation.

And beyond that, what people looking for "immediate results" don't see, is that you're leaving an online trail of the conversation that actually becomes "free advertising," in a way. You can write a blogpost or participate in an online conversation, and 6 months later, someone might read it and think, "I've gotta contact this person." It's cumulative.

Thanks for your article.

Stop the Money Drama.
Posted by Taylor Ellwood, Portland, Oregon | Oct 15, 2009

Hi Kate,

That's an excellent point. People can see a timeline of your messages...it really is cumulative.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Ray Cassidy, CARLISLE, Cumbria United Kingdom | Oct 15, 2009

That is so true Taylor. It irritates me when someone signs up as a friend and immediately starts hammering the sales links in. There's no point being naive and thinking that many of your connections are "friends", but there is a right way to go about connecting and developing the relationships that will eventually lead to sales for yourself. The other side of the coin is that when I first started experimenting with Twitter especially, I was guilty of just that sort of behaviour and naturally enough it brought zero success. I was fortunate that a tolerant contact got in touch and woke me up to the error of my methods.
A very clear article Taylor and it sets the stall out nicely for anybody venturing in to the networking world via the new social media. Cheers Matey! Ray
Posted by Lisa Giesler, Missouri City, Texas | Oct 15, 2009

Great article. I have found at network meeting, I try to engage people in conversation about themselves and I am to be secondary. I love to invite people to lunch or coffee. I am always surprised at what I learn about others. People have so much more to bring to the table than just a sale. Lisa www.atimeandplaceforeverything.org
Posted by Gazelle Simmons, Statesboro, Georgia | Oct 15, 2009

Taylor, I truly wish more people understood networking as you do. Having been on the receiving end of being pitched by a virtual stranger, I do know that it defeats the true purpose of networking. Thanks for creating a concise, honest and straightforward explanation. I do hope more people learn from your post and develop real networking through social media outlets. Take care and God bless.

Gazelle Simmons http://www.admnsrvcs.com
Posted by Marcus Hines, Rockville, Maryland | Oct 15, 2009

Great article Taylor! "Ask not what your social media network can do for you... ask what you can do for your social media network." As a new social media networker your helpful hints were quite timely!
Posted by Alina Bas, New York, New York | Oct 15, 2009

Excellent article: practical and down-to-earth. Thank you!

Alina http://www.AllowAPossibility.com
Posted by Jeff Weidner, Concord, California | Oct 15, 2009

What!!!

I can't just create and post content?

I can't just sit and lurk in the corner and read what other people are saying to eachother.

I can't just spam post after post sending people to my content to all my groups?

Lesson learned

Thank you for writing this article. So many people are connected to a vaccum of other people. No sense of having millions of connections if you can't/don't engage and interact with them in new and innovative ways.

Law of Reciprocity will applly. The more you give the more you will get in return. Just be aware that what you get back may not be in the form of $ but something much more valuable...Self confidence, friends, business relationships etc...

Jeff Weidner
Posted by Seth Basker, Seattle, Washington | Oct 15, 2009

Excellent advice to those not fully experienced with the purpose and mechanism of social networking. In addition to the essential serving of others by helping to connect them to people in your network, it is also import to remember to build the good old fashion face-to-face network too. I have forwarded your article to several of my job search clients as another voice on this subject.

Social networking is truly revolutionizing both our business and social experience; overall for the better. As a new phenomena, maximum successful utilization will grow with time. It is exciting to see how rapidly social networking has been accepted, and eagerly look forward to its evolution and growth enabling people to identify and achieve their goals in life.

Job Search and Interview Coach
Posted by Grant Criddle, Regina, Saskatchewan Canada | Oct 15, 2009

Thank you Taylor for an insightful summary of what social networking represents to you. It has sparked some intriguing follow-up conversations.

I'm in complete agreement with you that the underpinnings of social media is networking. I often explain to my clients that social networks are simply an evolution of something that has happened for thousands of years - people forming groups of like-minded people, getting together to discuss the things in their world, offering opinions, making recommendations to each other, and complaining too.

Today's technology and new media tools has had the effect of significantly powering up the impact of those groups and their conversations. It has brought them from the barbershop and the coffee shop to the world wide web, and has also made it possible for others to listen in!

Some business owners and marketing folks don't quite get that yet and some do, but I find that their business decisions regarding social media engagement always boils down to the same thing. Will their investment of time and effort produce some bottom line results, how will that happen and when does that happen. Those are sensible questions for anyone in business, and are not necessarily equivalent to being completely ignorant of the dynamics of online social networks.

Yes, some business and marketing people are stuck in traditional mindsets that demand measurable CPM, definitive results, but more and more are beginning to understand that gauging the effectiveness of social media engagement involves far different metrics.

I would put it this way - the typical business person who joins the local Rotary Club or other community service organization believes that it will eventually benefit their business, but they know it won't be overnight. They understand that there's an investment of time and effort before the network starts bearing fruit. So they make a choice to do it, or not. If they do, they'll probably eventually make some good friends and feel really great about serving community! But it started with the idea that joining would help their business.

My job is often simply to make the choice very clear and understandable for my clients, so that they can make the right decision for their particular business.

It always starts as a business decision regardless of how it evolves. It's wise to keep that in mind when discussing social media for business.
Posted by Alex Kecskes, Orange County, California | Oct 15, 2009

The business-only approach to networking reminds me of the two solicitors in Scrooge who refused to attend old "humbug's" funeral unless food was provided, "I'll go, but only if I'm fed."
Posted by Judy Dunn, Seattle, Washington | Oct 15, 2009

It's clear here that you know the true value and best use of social media, Taylor.

I think that we who are so involved assume that other small businesses understand both the real benefits and the commitment necessary to make it work.

I read just today about a Citibank poll of 500 small businesses. The topic was the value of social media. Three-fourths of businesses surveyed have not found sites like Facebook, Twitter and LinkedIn helpful for generating business. It would have been interesting to ask exactly how they are using social media and what their level of involvement was.

Small businesses are so focused on running their companies that I doubt they have little time for SM.

All of your tips are spot on. The engaging, interacting and providing value/being helpful, in my experience, are what bring you returns in the long run. And yes, it IS the long run. Like all networking.

Taylor, this article is excellent and will be helpful to so many people.
Posted by Emmanuel Fonte, Bellevue, Washington | Oct 15, 2009

AMEN! Well said. All too often people are impatient and expect instant results. It's a process!!
Posted by Harry Che, Vancouver, British Columbia Canada | Oct 15, 2009

This is great enlightenment. However, how long should one expect to get some tangible results after spending all that time "networking"?
Posted by Gaylena Collins, Roseland, Nebraska | Oct 15, 2009

Thank you Tylor,

I greatly appreciate your taking the time to post this. I found it very helpful, it also gave me a great new idea and that is to thank someone when they suggest someone to me to add as a friend on facebook. I can thank them and when you thank someone it makes you both feel good.

I have thought a lot about the way people use twitter and have it set up to send a direct message to anyone who follows them.

I lost my first twitter account for some reason and when reconnected with someone I respect I got the same message from her as before. I realized what it meant and felt a bit put off because of it.

What can be done instead is telling someone in your direct message that it is a DM and any others they get from you will be from you directly. Otherwise I suggest no one use automatic Direct messaging.

Thank you again I will post a link to your article on my twitter.

@GaylenaLCollins
Posted by kerry graham, Bellingham, Washington | Oct 15, 2009

Its about giving. Give people, as you are all doing here, something to help them or give them something to think about or do. I love when I find a blog or a tweet about something I'm interested in. Let people know who you are. I love yoga and what it does for my mind and body. I'll go blog about that now!!! lol
Posted by Leon Spitz, Cincinnati, Ohio | Oct 15, 2009

Though I am a convinced social networker in person as well as online the quality of the relationship(s) has the potential to yield excellent results. Never take a relationship for granted and always be thankful and appreciative for the positive results.
Posted by Erin Suess, Huntley, Illinois | Oct 15, 2009

What a great article. Thank you for posting these tips! I currently use social networking but not as effectively as I could. I really like the tip you posted about fun facts and about books you have read. There are some excellent books I have read recently and would love to share some of the information-I think it would be useful to others. Thanks again! Erin www.lifecoachingdesigns.com
Posted by Ashley Gamble, Pacific Grove, California | Oct 15, 2009

Word! Good article Taylor!
Posted by Steve Smith, Lake Forest, California | Oct 15, 2009

Taylor,

I really like the way you positioned your thoughts on social media networking. I, too have clients who fail to understand the intent of this strategy and fall prey to the, 'I need leads and business now' mindset. You've done a great job of caturing the spirit of this type of relationship building as a way to create visibility and credibility for your craft.

I'm going to forward your message to some of these clients as you have stated the case better than I have been able to.

All my best.

Steve www.businesscoachingthatworks.com
Posted by Victoria Lane, Kirkland, Washington | Oct 15, 2009

Well said!
Posted by Michael Schuett, Renton, Washington | Oct 15, 2009

Author Richard Bach once wrote "Learning is being reminded of what you already know". In that spirit I thank you for helping me learn. And to paraphrase another writer "You'll gain more friends being interested in them, then trying to make them interested in you". This is what I get from your article. It points to the need to be a person and care about those you come in contact with. After all if you truly care about your customers and are curious enough to learn about them, don't you inevitably serve them better?
Posted by Renea Roberts, Bellingham, Washington | Oct 15, 2009

I really like how you brought it down to a basic human level. You really helped simplify the whole networking process in general and I think that will help a lot of people become less intimidated by it. Thank You!
Posted by Marianne Borg Hyokki, Espoo Finland | Oct 15, 2009

Taylor! very good article on important issues of social media. I have been drawn back by the business business business approach. Now when I have joined I am astonished to find that it is SO JOYFUL to connect. It is amazing to find people from all over the world. I almost feel guilty, because this is supposed to be part of my markenting strategy ;)

Best regards, Marianne
Posted by Tshombe Brown, Portland, Oregon | Oct 15, 2009

Thanks for this article, Taylor! Your integrative, relationship-based, go-giver approach to social networking is refreshing.

Listen to the NEW Selling With Spirit Radio Hour
Posted by Taylor Ellwood, Portland, Oregon | Oct 15, 2009

@Ray Glad the article was helpful. It's true that people don't want a succession of links. some links are fine, but when it gets excessive it does turn people off. I'm glad someone helped you out.

@Lisa, You can really take the principles of in-person networking and apply them to social networking. All that's changed is the technology.

@Gazelle, Thank you very much. It's my hope as well.

@Marcus, Glad the information was timely! That's always a bonus.

@ Alina, Thank you very much. I'm glad the article was helpful.

@Jeff I know it's such a shock! The more you do give, the more you get and it's not always money...it can be social capital...but it all pays off.

@Seth, I'm looking forward to how it evolves as well. It won't take the place of in-person networking, but it does complement it.

@Grant I do think it's important to respect ROI. The problem however is that most businesses go in with JUST that in mind, which really defeats any benefit they'll get from social networking. I don't think any of us would be on here, if we didn't want to get something from it that benefited our businesses, but there's an investment of time and effort, as with so much else...and unfortunately as yet, a lot of the focus is on get rich quick, as opposed to recognizing the underlying social dynamics.

@Alex That's a good way to put it.

@Judy Thank you for the comments. It's true many small businesses don't feel they have time for SM...but they will need it, especially with gen y.

@Harry It's an investment of time. Only you can decide how long you'll stay on social media before not using it. I think the investment starts to pay off almost immediately and eventually you do get clients, if you go in with the right attitude.

@gaylena Thanks for posting this on twitter. I never use automatic dms either.

@kerry...it is about giving...and you'll eventually get, because people will see that. It's about community...and business isn't separate from community.

@Leon Agreed!

@Erin Glad the tips helped. Let me know how it goes

@steve thank you for forwarding the article. That mindset you mentioned is one of desperation...that really hurts them

@Michael That's exactly it. You've got to care about the people you are in contact with.

@Renea That's my goal, and to help people build better relationships with their clients and people in general!

@Marianne It's good you're finding joy in social networking! That's how it should be.

@Tshombe Thanks! I'm glad you liked it.

Thank you everyone for reading. If you do tweet this article, please include my handle @teriel so I can see it

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Naomi Whitmore, Yakima, Washington | Oct 16, 2009

Excellent article Taylor!

I didn't have time to read all the comments (sorry everyone) but one thing I've learned is that you can't fake "authenticity". You can go through the motions for a while perhaps, but if you're not genuinely genuine, it shows. What makes people really sit up and pay attention to the Chris Brogans or Gary Vaynerchuks of the social media world? I think it's because they really do walk their talk.
Posted by Laura Camacho, Franklin, Massachusetts | Oct 16, 2009

The article talks about the truth. I am thankful it has been written. Once the objective had being cleared, it sparked motivation to assist others’ needs with my services.

Laura Camacho http://www.stampablelaura.stampinup.net
Posted by Taylor Ellwood, Portland, Oregon | Oct 16, 2009

@Naomi That's absolutely the truth. You can't fake authenticity and you shouldn't. You do need to walk the talk.

@ Laura Thank you...glad this article was helpful.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Troy Roeder, Lakebay, Washington | Oct 16, 2009

This article coincides with my entry into social media. I have been designing my social site for about a year and now that we are launched I find myself reluctant to post a lot do too my inexperience with writing. In the last year I have created and launched a social site and a business, so when the smoke had cleared there wasn’t a whole lot left for funding a sizeable ad campaign. However, one must advertise. Enter the social media vision. I needed to get the word out but did not want to make an ass of myself doing it. There are many expensive ways to finance a social ad campaign and I am seeing more all the time, and although many of these have merit, the timing for me to invest in them didn’t coincide with my budget being able to compensate for them.. Through rigorous searches and drilling, I discovered enough about social media to know better than to try being salespersons. The other problem for me is I am not a college-educated professional, so at first I felt timid about making contact through posting, like "They will see I am not educated oohh god!" At this point, my business saved me again by pushing mew reluctantly forward. I could not just let all my hard work and the work of others fade away I would have to open up and communicate. I have just recently launched into a full-scale social ad campaign and am finding it to be a little overbearing butt rewarding. My business went from zero to 60 overnight and my social site has been gaining membership. This article will be printed out and posted to my cabinet to help me remember what is involved here and how it can be done right. Thanks, ForceBuilders P.S Pardon the bad structure
Posted by Patricia Taran, Seattle, Washington | Oct 17, 2009

Good points! My teacher told me a long time ago that with no expectations you will never be disappointed and another is Breathe more Complain Less......I hold both of those close to my heart and head everyday.
Posted by Taylor Ellwood, Portland, Oregon | Oct 17, 2009

@Troy,

glad this article was useful for you. Good luck with your social site. What's the focus?

@patricia

Thanks. It really is learning to not focus as much on the expectations...be open to the experience.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Mandi Nunnikhoven, Bothell, Washington | Oct 18, 2009

Hi Taylor! Great article! I'm new to social networking and hadn't quite gotten to the point of fully understanding how to network until I read your article. You have given me great insight into how to network and for that I gotta say "Thanks!" I am going to print off this article and keep it handy for those low points when you occassionally forget what your goals for networking is.

I also found that many of the responders to your article had great insight and feedback as well. While I was reading some of their comments, it became very clear to me that what they said about the "human connection" and the sense of "community" is very very true. Speaking from personal experience, I know that when you actually care about your client it not only makes them feel good, but yourself as well. It's times like that, that you forget about the business side of the transaction. Those clients that I made a connection with are the ones that have followed me from one job to another. They're also the ones that refer others to me the most as well as being my most regular clients.

But those clients are all ones that I met first face-to-face and as yet I have not gained any new clients from online social networking, but I now can see why. Thanks to you. So thank you, thank you for your great insight and even better article.

Have a great day! And remember to breathe!
Posted by Taylor Ellwood, Portland, Oregon | Oct 18, 2009

@ Mandi,

I'm pleased the article and comments were helpful. It is important to care for your clients. They become part of your community and they support you even as you support them.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Debra Kay, Gig Harbor, Washington | Oct 19, 2009

Thanks for keeping it all in perspective.
Posted by Taylor Ellwood, Portland, Oregon | Oct 19, 2009

@Debra, Certainly...if we don't keep it in perspective, it loses value.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Jane Lee, New York, New York | Oct 22, 2009

Hi Taylor:

Great article. So true about Social Networking. it's all about building relationships and no just pitching or selling your products. Once someone is comfortable and gives you the opportunity to promote your product then by all means. It's all about the customer and how you can be of service to them. www.twitter.com/coachjanelee
Posted by Donna Hoff, Battle Ground, Washington | Oct 24, 2009

Our networking reward may be intangible yet more valuable than the sale. Sometimes we tend to neglect or recognize the impact of our intangibles because they don't directly influence our bottom line. So Keep on shaking hands!
Posted by Marianne Borg Hyokki, Espoo Finland | Oct 25, 2009

Hi Taylor, I do not know what is happening. I get the same link to this article at least three times a week. I do not like it, and find it against what you write in the article. Is there something you can do about it?

best regards, Marianne
Posted by Christian Jacobsen, Seattle, Washington | Oct 26, 2009

It is a pleasure to see someone lay out the issues so clearly, Taylor. One problem I run into with my clients is trying to get them out of that "sellsellsell" mindset, and into the mindset of participation that you talk about.

Kate Phillips hit the nail on the head when she commented that leaving a trail of positive input, productive conversation, and good energy in the social media sphere will lead people to you. They will come across the threads you have left behind, and they will benefit from your past activity.

People need to get out of the mindset of monetizing social media. You can't determine the ROI for a billboard (with any meaningful accuracy), so why would you try to monetize a Twitter post?

As you say, Taylor, the tools are not the solution. It is what you build with the tools that will help your business.
Posted by Taylor Ellwood, Portland, Oregon | Oct 26, 2009

@Christian That is really the challenge. I think a lot of businesses primarily focus on trying to sell, without trying to engage. The irony is that a good sales person is someone who engages other people and finds out what they need. Likewise focusing on the ROI tends to hide the reality...that you need to build relationships...it's bottom line thinking.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Marianne Borg Hyokki, Espoo Finland | Oct 27, 2009

Hi Taylor,

I got a message from Christian Jacobsen informing that I need to unfollow your article. I did, so the problem is gone.

i am sorry to have bothered you. I am new in Biznik, but learning ;)

Have a good day!

BR, Marianne
Posted by Taylor Ellwood, Portland, Oregon | Oct 27, 2009

Good to hear that Marianne. It's good to know that got figured. I'd hate to be considered a spammer, especially when I've written an article that advocates the exact opposite!

It's amazing how much technology can help us, and also hinder us.

Taylor Ellwood http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Maria Thomas, Atlanta, Georgia | Oct 29, 2009

Excellent article Taylor. I am new to the social networking but had gotten a little discouraged when it seemed all about selling a product. Thanks for putting the social into the networking!
Posted by Taylor Ellwood, Portland, Oregon | Oct 29, 2009

Hi Maria,

I'm glad the article was helpful. It really is about networking, but many people don't realize that.

Taylor http://www.imagineyourreality.com http://www.twitter.com/teriel
Posted by Shaun Lawrence, Irvine, California | Oct 29, 2009

Excellent article. I am still a bit unsure on the benefits and potential of social marketing. Just sure whether to dive in and how much time to spend. Very helpful, thanks. Shaun Lawrence, Accountant, Orange County
Posted by Tia Ribary, Vancouver, Washington | Nov 28, 2009

Taylor, I appreciate your article, especially since many of my clients are considering adding social networking to their marketing plan, but are unsure of the best way to go about it. I think if we simply consider it another, different way to network, it makes it a lot more clear. And, we can connect it to something we already know...networking! Thank you for the reminder!