Signalfire | Brand Matters

The statement is a quote from someone in a meeting earlier this week. Delivered with concern over the popularity of Twitter, or specifically the perceived lack of popularity of Twitter in business realms, it brought a common question to the forefront. 

“If none of my customers are on Twitter, why should I be on Twitter?

During that recent meeting with a long standing client, we began discussing the strategy behind social media and the importance of the entire medium. Having been more traditional in their marketing approach, they’ve veered away from most forms of internet advertising. With the success of a competitor, they are re-examining the idea.

“I don’t know anyone on Twitter,” their office manager added.

“That’s kind of the point,” I replied.

Diving into social media is kind of like walking into a cocktail party that’s well underway. Conversations are ongoing, people are gathered into clusters and everyone has their own agenda. You may not know anyone, but you’re going to find people talking about your industry, your interests or even about you. The whole point is to make those connections. To form new connections and build a relationship with your interest community.

You don’t have customers on Twitter. How do you know? Why not do business with people there? Are you willing to walk away from a market that may be looking for your services or products? From aluminum die casting to zoological supply distribution you’re going to find a conversation on Twitter. Just search for it.

You don’t know anyone on Twitter. Good. Go and change that. For a business going out into this still developing medium is wildly important. For individuals it is a fantastic way to find others who share your interests and may be interested in your expertise. 

There are no wallflowers in successful social media.

There is a common misconception that people who are “into social media” don’t possess the stereotypical interpersonal skills needed to make a successful networker or maven. Nothing is further from the truth. Businesses that are succeeding with social media are using it as a facilitator to promote real-world relationships. Social media is the vehicle, not the destination. 

Social media mavens are just that — SOCIAL. They are the ones walking confidently into the room waving greetings and patting backs. Why? They already know the people there. They’re not walking into that cocktail party, they’re just continuing the conversations. Just do a quick keyword search on your business, see who and what’s being talked about.

Social media, like business networking, comes down to not what you know, but who you know. That giant cocktail party called social media is a great way for you to market your personal brand and to warm up the marketplace for your business. Isn’t it always better to market to a warm prospect that try to pitch a cold call? 

When that business associate dismisses Twitter or social media with, “no one I know uses Twitter.” 

You’ll be able to knowingly respond, “that’s okay. No one on Twitter knows you, either.”

If you’d like to get to know me, please just ask!