Whenever we got into the car with my dad for a trip that was not part of our normal routine, we got ready for adventure. Why? It wasn’t so much that our destination was that adventurous. It was the trip itself. My dad loved to devise shortcuts. The problem? They never shortened travel time. They either increased the time we spent in the car, or increased time spent in the car AND got us lost.
I often see the same thing happening with newer social business journeys. The driver gets excited by apps, tools and other shortcuts “guaranteed” to grow their fan/follower/connection base in a lightning quick fashion. Unfortunately, many of these shortcuts lead that social business driver on a merry chase full of wrong turns, detours and one way only avenues that end up with the driver lost and unsure where they are or how to get home.
“With record speed” and “get it fast” are phrases bandied about by many an app/online tool developer ready to promise you a shortened journey. The problem is that successful social endeavors require that you take active part in the journey. Shortcuts, while seemingly faster, often take you in divergent directions that detract from the real reasons your engaging in social business.
- Relationships can’t be rushed. They build in their own unique time. Relationships that result in business are built on trust. Trust can’t be rushed.
- Social business relies on stories rather than sales tactics, telling rather than selling. What happens when you speed through a story? Key points get missed. The listener finds themselves unsure of the plot, the message. Sharing stories takes time.
- While sharing is an integral part of social business, you can’t just share anything. It’s vital that you read and assess each item you think you might want to share. Rapid fire shares and retweets without reading often create bad business buzz. You might share a dead link, spam or worse – information that is completely outdated or off base.
Yes, it’s important to build a following – you want someone to see and appreciate that great information you’re creating and sharing. But you can’t rush. All likes are not created equal. Same goes for followers on Twitter and circles on Google+.
While Facebook like parties are going strong, as are ladder events, don’t rush to like hundreds of pages to get several hundred likes in return. You might get the numbers, but will you get:
- People who will actively take part in discussions?
- Content worthy of sharing?
- People willing to share your good content?
While the idea that you must follow to be followed on Twitter is basically sound, again – you don’t want to just click the “follow” button without real intent. Michael Hyatt states that “the higher your follower count, the more people assume you are an expert”, and therein lies the quandary for us. Do you want to be an “assumed” expert, that assumption based solely on one number? Or, would you rather be known as an expert based on the ideas, tips and tools shared? I’ll state openly that I prefer to work toward the latter.
Numbers for the sake of bigger numbers don’t have any real ROI. And yes, as much as social business is about the relationship over the sale, you have to consider and track ROI. There’s a purpose to the building of that relationship (see what Social Media Examiner has to say on the topic), one that your boss really wants to see well documented.
Shortcuts don’t build the types of numbers that help you put together the reports your boss, even if you’re the boss, wants to see. Careful planning, attention to detail and good old hard work build the relationships that build the numbers that net you positive ROI. Skip the shortcuts and get busy creating that plan of action!