How To Participate In Social Media Marketing?

In the last post, I talked about the first ingredient you need to market successfully on the Social net—Give up control!  In this post, I will talk about the second key ingredient—participation.

In its essence, social media and social networking is a group of people who come together to have a conversation around a common topic.  The internet eliminates the space and time considerations associated with traditional networking.  To be successful, you must participate in the conversation.

Spirited Conversations

Think back to some of the best face to face conversations you’ve had with friends or colleagues.  What happen in those spirited conversations?

You talked about an important topic that interested everyone. People had definite opinions and feelings about the issue.  Each person was involved and paid attention. Each person made contributions to the conversation. People took time to listen and ask questions.  Each person respected the opinions of others, even if they disagreed.

The qualities found in a lively person to person conversation are the same qualities that you want to bring to your conversation on social network programs.

Social Conversation

This can be a difficult shift for many small business owners.  Their marketing usually centers on events.  They take time to create an ad.  Then they sit back and wait for the ad to work.  Or they put a lot of effort into creating a brochure.  They print it and use it when they feel it is needed.  These are event type marketing.

Participation in group social networking conversations requires a different form of behavior.  It takes a different form of energy and time commitment.  You can be more or less involved in the group on the social networking, but you do have to be there consistently if you are going to gain the respect you need to have others look at you and your business.

What would you think of a person who joined a social networking group six months ago and in that time, they have made three new connections or friends?  They made two comments, the last one made 5 months ago?  Is that someone you would want to follow?

Because it is digital, your level of participation is open to everyone on the program.   They see how many and when you made your last contribution.  If you went into a store in July that still had up their Christmas decorations, would you do business with them?

Let me give you one successful example.  One of the top bloggers in the world started his blogging business four years ago.  When he got started, he made a commitment that before he went to bed each night, he would post comments on 5-10 on his favorite blogs.  He maintained that discipline for several years. He now makes between $10,000-20,000 per month from his blog.  His content is wonderful.  Just as important, he earned people’s respect and confidence by his consistent performance and participation.

Conclusion

If you are going to be successful as a small business owner with social media marketing, be prepared to participate in the conversation.  It is not a one time event. It is an on going commitment to participate in the conversation.  It’s a key ingredient in the new social media marketing mentality.