Ever heard the analogy comparing Twitter to a big cocktail party? The idea is simple: People are mixing and mingling … chatting … getting to know each other … networking. Just like at a cocktail party, Twitter users try to be interesting, relevant, humorous, engaging.
If you’re a business or nonprofit trying to navigate social media, but not sure where to start, that same cocktail party concept can be your guide. Just like you wouldn’t want to be “that guy” at a party — you know, the one who is loud, obnoxious, self-centered — don’t be “that brand” on social networks.
Remember Your Social Skills
Think about it like this: When you attend parties, you don’t automatically start telling anyone and everyone how great your organization is, right? (At least I hope not!) Instead, you initiate conversations, try to make connections, get to know people. Toward the end of the party, you exchange business cards or perhaps even make lunch plans. Going forward, you continue the relationship development process before trying to close the sale.
The same premise holds true on social networks. There’s a subculture developing on the various networks that brands need to understand. This isn’t advertising — where companies can broadcast their messages. Instead, brands need to take the time to connect with people. Find out how they want to interact. Be interesting. Develop relationships. After establishing social “cred,” you’ll have the opportunity to transform your social capital into market capital. But, don’t forget your roots. As a brand develops a stronger online presence, it needs to make a conscious effort to to remain a polite “guest” — one who will be invited to future cocktail parties As Mark Drapeau reminds us:
Humble pie is the best thing you can eat, particularly if you’ve grown a little (or a lot) more famous than most people in your community. Be authentic to who you are and what you’ve achieved, but also never forget that the collective wisdom of your community is smarter and more connected than you are. Even as your star rises, be sure to continue to give to the community – promote others selflessly, help people where you can, and continue to think about giving rather than adoration. Try to stay small even as your stature grows. And rather than using social media platforms to talk about only yourself, use them to intelligently curate information about topics of interest to you and become a resource for the community you’re a part of, as NYU professor Jay Rosen is for journalists and scholars. Lethal generosity to a community yields whuffie, which yields opportunities flowing back to you; grow with your community, not at their expense.
Otherwise, you’ll find yourself removed from the party invite list.
Photo credit: dpstyles