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Using Social Media5:37 with Paul Boag
Social networks and communities are a great way to build contacts, but can also serve as a way to annoy people.
So you can't talk about marketing and promotion 0:00 without mentioning social media. 0:03 It would just be wrong to these days 0:05 with Twitter and Facebook and all the rest of it. 0:07 Social networks and communities are great way of building up your contacts 0:10 within the target audience you're trying to reach. 0:14 But as I implied earlier, it's really easy to annoy people. 0:18 You got to be so careful that you don't spam people 0:23 or harass people or just get under their skin. 0:27 You need to be participating in these communities 0:30 but it's always important to remember some basic 0:35 principles when participating in communities online. 0:38 First of all, converse with people, don't broadcast them. 0:42 Social networks are supposed to be about conversation, but so often 0:48 when people are using them with marketing in mind, 0:53 they just use them as a loud haler to shout at people 0:56 and that's not at all the right approach. 0:59 Secondly, be personal. All right. Talk about yourself. 1:02 It's a really interesting thing when it comes to sales and marketing 1:07 that people buy from people. 1:10 All right. They don't buy from other companies. They are attracted to people. 1:13 Of all things that are equal, 1:18 people are more likely to buy from you if they like you as a person. 1:20 If they feel that they know you in some ways. 1:25 So be personal when participating in communities. 1:27 Also, as I said in the last video, make sure you're contributing value, 1:31 answer people's questions, point them in the useful articles, 1:36 join in with the community, be a member of the community 1:40 rather than just marketing, act the community. 1:44 Also, if you get it wrong, you will get it wrong. 1:48 You'll put you're foot in it at some point. 1:50 When you do admit your mistakes, it really takes to win out of people's selves. 1:52 If you've gotten in and you've accidentally been more salesy 1:57 than you should have and people have gotten annoyed at you over it. 2:00 If you go, yeah, hands up. You are entirely right. That was totally over the top. 2:04 I do apologize. They got nowhere to go. 2:09 So you can cover up a whole load of mistakes if you're just wiling to admit it. 2:12 Also, please, please, don't spam. Don't post so regularly. You get annoying. 2:18 Whether it be a forum or on Twitter or Facebook or whatever else, 2:24 you really can annoy people if you are just posting so much content. 2:29 One thing that people really do like when you're participating in social media, 2:35 is when you share links, when you share content 2:39 that you think your target audience might be interested in. 2:43 And I'm not just talking about your content here, 2:46 I'm talking about other people's content as well. 2:48 It feels a bit weird sometimes when you post a link from one of your competitors 2:50 but you actually really build up some respect amongst people 2:55 and they think that you're not there just to sell at them 2:58 because you're even willing to mention your competitors from time to time. 3:01 And finally, ask questions. Questions are a great way of engaging a community. 3:05 In the previous video, I mentioned about how 3:12 we engage with the higher education community 3:14 and one of the first things I did was ask questions. 3:17 I showed an interest in the sector. I wanted to learn about it. 3:20 And that was a great way to meet new people and engage with them online. 3:24 So, if you want to promote your own stuff, 3:30 there are all times and places where you can do that. 3:34 Of course, there's no point of participating in a community 3:37 if sooner or later you can't mention your own stuff. 3:40 Yes, you can occasionally mention links to your own content 3:43 but you could also use things like profiles and signatures to do it. 3:48 People will go and look at your profile if they what 3:52 if they're interested in your services, if they want to know a little bit more about you. 3:57 So make sure that you make good use of your Twitter and your Facebook profiles. 4:00 If you're participating in forums, 4:05 a lot of them allow you to insert signature at the bottom, 4:07 and it is perfectly acceptable to mention your own site on there. 4:10 If you're going to do anything more than that, however, 4:14 make sure you ask permission of the community leader. 4:17 So when I joined that higher education community I mentioned, 4:20 the first thing I did was go and write to the community leader 4:25 and I asked his permission to join in, to make sure he was okay 4:28 with this evil corporate person joining his higher education community. 4:33 And actually that worked really well. 4:38 He allowed me to join but he made me promise 4:40 that I wouldn't contribute to the community, 4:42 that I would just listen and learn. 4:45 So that's what I did and I took part in that community in a completely passive role 4:47 for a long time until a question came up that I felt I could answer. 4:52 And then I went back to the community leader 4:57 and I asked that community leader's permission to answer the question 4:59 and he said--Sure, just don't sell your stuff. 5:04 So I answered the question and little later, there was another question. 5:08 So I repeated the process and I repeated it again and again 5:11 and eventually, the community leader said, no, just post what you want, 5:15 just don't be too salesy. 5:18 So earned trust there and that's what it's all about 5:20 when you're thinking about social media. 5:24 It's to build up trust, build up credibility in the audience you are trying to reach 5:26 to the point where they'll eventually accept you as their own. 5:32
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