In a previous article, I explained why leaders need to be savvy about social media so they can build trust, engagement and connection. In this article, I’ll explain how to use social media with ease through a five-step process.
Social media allows you to connect and interact with your audience in productive ways. Using social media to share content and engage in conversations is a great way to build relationships. Better yet, you stay on top of what’s happening – a vital skill in an ever-changing marketplace. Being social savvy is essential for all leaders, especially those in sales and business development who want to use social selling as a way to engage and connect with prospects.
Social selling works because you are engaging with prospects where they are rather than nudging them to your territory. According to Business Insider, Americans spend more time on social media than any other major Internet activity, including email.
- 100% of B2B decision-makers use social media for work purposes (Forrester).
- 57% of B2B IT buyers use social networks as part of their purchase process (IDG Connect).
To become a social savvy leader, follow these five steps:
1. Get your digital brand in order.
Once you join the social media conversation, people are going to check you out online. You need to make sure your virtual personal brand is aligned with who you are in the real world. It must be authentic, current, relevant and compelling. In addition to your profile on your company web site, make sure you have the following:
- Great first page Google results. Most people never click beyond page 1, so that first page of results needs to convey what you want people to know about you. In fact, according to a study by Chitika Online Advertising Network, the first result in a search of your name is likely to get a third of all the clicks. So focus your effort on that entry. It’s likely to be LinkedIn, if you’re a member.
- A stellar LinkedIn profile. LinkedIn is often the first place people go to learn about business professionals. And even if it isn’t their first stop, they will likely end up at LinkedIn. Why? Remember, when someone googles you, your LinkedIn profile often shows up in one of the top three slots.
- Presence in the appropriate social media. Determine which are the right social media platforms for you – your choices range from LinkedIn, Facebook, and YouTube to SlideShare, Google+, Twitter, etc. Establish a presence where your stakeholders are.
2. Make it easy.
One concern I hear from my executive clients is “I just don't have the time or desire to create content all the time.” The days of being a content creator are gone. There is more high-quality, valuable content available than ever, and it’s waiting for you to share it with your audience. Your role as a social savvy leader is to find the content that helps you express your personal brand and reinforce your corporate message while providing value to those who are making decisions about you. Most Internet users curate content in some way. On a weekly, if not daily, basis, we share links with our friends, colleagues and prospects.
This is where enterprise software tools that are specifically designed for this purpose can be extremely valuable. For example, Trapit lets you discover and share relevant content easily – content that you might not be able to find on your own. Trapit draws upon a vast library of human-vetted sources, delivering the content that speaks to the core of your message based on keywords you choose. You can review and share content to your preferred social channels in just a couple of clicks. Patricia Hume, Trapit’s president, says, “When we built Trapit, it was primarily for marketing executives, but today, we’re finding that leaders at all levels and in all functions have the same need for relevant, timely, content so they can deliver value to their stakeholders.” Another tool, Hearsay Social, focuses specifically on the financial services industry, providing relevant content for leaders in this niche. Find the right tool for your organization so you can make social sharing simple – and worthwhile.
3. Express your point of view.
The great news is that most of the content can come from other sources – it need not be original content you create – but just forwarding content to contacts is hollow. You not only need quality content; you must add your point of view when sharing via social media. When you share, explain why the content is valuable to your audience and include your perspective.
4. Don’t be me-too.
To find valuable and unique content to share, you need to go beyond Google Alerts or relying on the sites you visit regularly because your audience is probably already doing the same thing. You need to find compelling content your stakeholders won’t find on their own. This is why you need special enterprise tools like Trapit, Hearsay Social and others, which will help you distinguish yourself as someone who delivers cutting-edge content that sits at the intersection of relevant, valuable and rare.
5. Engage and Interact.
Most importantly, you need to be part of the conversation. That means spending time discussing the content you share. Sharing without follow-up will have minimal impact. Conversation is the foundation for building communities. Engage your readers by responding to their comments and providing follow-up information or links to related content. That’s how genuine relationships are built.
Although it may seem daunting, becoming a social savvy leader is an easy and effective way of bonding with stakeholders.
Follow me on Twitter and check out my latest book, Ditch. Dare. Do! 3D Personal Branding for Executives.
