No matter what form of social media that comes to mind, blogs, twitter, facebook, and so on, they are simply another form of communication. In a recent conversation with Amanda Vega she described social media as being similar to conversations at a cocktail party. Some conversations are more engaging than others. And yes, some conversations may send you desperately running away in search of more interesting people to be around. There are even times when you have no real interest in any conversation at the party and you flee from the event.
As with any communication medium, there are those who prefer one form or another. As you weigh the value of social media, ask yourself “how do people I want to serve, sell to, or have relationships with, communicate?” If no one in your world tweets or spends time on Facebook, by all means, you don’t need to go there. In today's competitive market place, identifying how people prefer to communicate is a solid strategy to position your business forward.
A big part of who I am is built around developing relationships with credit union professionals, speakers, and service providers.
A younger credit union COO I know probably won’t answer a phone call unless you are already listed as “OK” when your phone number pops up, doesn’t care to read paper based mail, and prefers not to use email. I had to make a decision. Is he important enough for me to want to have a conversation with? Absolutely! Because I do value the relationship, I choose to communicate the way he prefers - via Twitter. Does that mean we don’t email, talk on the phone, or visit in person? No. However, we have established a way to stay connected and strengthen our relationship through Twitter and Facebook. Because of the relationship, many more channels of communication and business opportunities become open.
Another of our CEOS just wants a phone call. He said if I called him he'd send me a student every year. Easy enough. I'm happy to place the call to keep the relationship and build the business. And yes, I learned this through good old fashioned face to face communication and asking for the business.
As we go forward and wrestle with various forms of communication, it's not as easy as what form will I choose. It is all about strategy. No matter the form of communication, or how many channels you feel are appropriate for your business, spend some time assessing the form, style, value, and direction for each. Take a tip from Seth Goodin as he compares social media to a hammer, "The best way to find the right tool for the job is to learn to be good at switching hammers."
Ask yourself where are the conversations occurring that are important to me and my company? Be deliberate. Form the relationships and join in the conversation by both listening and speaking. Bring value to the conversation and be real.
If you have already embraced social media, what are you doing to enlighten others about the business value of the medium?
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