Follow best practices so your connections aren’t tempted to pull the plug on you.
By Amy Hoppenrath
When we think of social networking, we usually think about how we can build and strengthen our relationships. However, sometimes we find that certain connections, instead of being a value to our network, become a burden.
As you’re evaluating your networks, think about which contacts help you build your business, give you great feedback to an idea or offer helpful suggestions when you need them. These are the contacts you need to cherish, nurture and invest in.
On the other side, who are the contacts that you need to trim from your network? Why should you unfollow, unconnect or unfriend them? More importantly, why might they unfollow, unconnect or unfriend you? Here are a few things to avoid, so your connections aren’t tempted to disconnect from you:
Blatant Self Promotion// We don’t want to hear only about the 50% off special that you are having today or the BOGO you had last week. If you do find that you need to promote a special offer for your business, think about the 10-1 rule: for every one time that you make a comment to promote your company, you should devote 10 comments to promoting other companies or providing valuable information. Remember that social networking is NOT about selling, it’s about building relationships.
Too Much Information// Do people really care what is on your to-do list for today, what you ate or that you got your hair cut? Before you post, think about the value you’re providing.
Me, Me, Me// No, it’s not about me, me, me. We tire easily of contacts who continually talk about themselves, what they are doing or the content they’ve written. People are more interested in you, when you’re interested in them. With social networking it’s important to take time to read what other people are posting and reach out by posting comments, sending them a message, or even picking up the phone and giving them a call.
Trying to be Someone You Aren’t// Sincerity is the virtue of one who speaks the truth about feelings, needs and wishes. People want to see balance. They want to see the good, the bad, the pros and the cons. Social networking is more transparent than you think.
Too Much Automation// Automation is great, but we don’t want to see the same post 16 times. Before you automate, test your system. Although you’re posting to all of your connections, try to make each of us feel like you’re talking directly to us.
Over-posting// Don’t flood your wall with back-to-back posts just to have posts. Remember, social networking is not about broadcasting your message, it’s about reciprocity and engaging conversations. Think quality over quantity.
Unprofessional// If you’re using social networking to build business relationships, then keep your conversations to things that you would easily discuss at a business cocktail party. Don’t post things that will make us feel uncomfortable when we read them.
Don’t Add Value// We want to connect with people who continually produce useful content that we can learn from, that inspires us or makes us laugh.
So, you’ve decided that it’s time to unfollow, unconnect or unfriend a connection who habitually engages in one or more of these annoying practices. Will they know? No worries, they usually will not find out unless they figure it out on their own. Every social network handles disconnects differently, so if you need help, contact tech support, check the Web or a YouTube video. In most cases, it’s very easy to do.
When it comes to social networking, think about quality over quantity. It’s the best way to get your network working again.
Amy Hoppenrath is principal of AccelerAction, the only agency in Kansas City dedicated to fueling successful professional services firms by creating powerful branding messages, developing strategic lead generation campaigns and driving business development programs. www.AccelerAction.com
