Simplifying Social Media

Want the KISS (keep it simple stupid) principle for social media success? Think of what I call the LCR Mentality …

LISTEN
CONVERSATIONS
RELATIONSHIPS

Social media power is building relationships that value what you offer and yield the ultimate customers – advocate customers. You can accomplish this if you train your mind to morph from a “selling mentality” to a “LCR mentality.” The relationships you build will be your new channels for sales. Thus you will have a wider breadth of and much more compelling sales channel – a positive socialized sales channel.

LISTEN …
Know your target audience and find the existing places and communities where they are talking, tweeting, blogging, commenting, etc. Spend some time there and just LISTEN to what they value and need. Understand the way they talk and their vernacular. If you want to be a valued member of the club, you got to talk their talk, not yours.

CONVERSATIONS …
Once you have gained a solid understanding of your target audience and how they socialize in the various forums and communities, start to engage in the conversation. Remember, don’t sell. This should be more of a friendly conversation or networking nature.

RELATIONSHIPS …
Continue conversations and work on building trusted relationships. Trust is established by having good rapport and delivering value. You deliver value to a target audience group, but you establish relationships one-on-one. That said, put out valuable information to your target audience and follow up with one-on-one conversations.

Social media is an extremely powerful tool set, when used correctly. Start by consciously moving to a LCR mentality. The LCR mentality is not a recipe for success, but rather a mind-shift for most marketing and sales professionals.

I did not get in shape overnight and social media won’t turn short time results, but the benefit of both in the long haul is enormous. So work it baby, work it … and have fun along the way.

(Other related recommended readings include “Before You Start with Social Media” and “Using the Social Media “A-path” to Capture Ultimate Customers”)

11 Comments

Filed under marketing, marketing plan, social media, Social Steve, socialmedia, SocialSteve

11 responses to “Simplifying Social Media

  1. Sakshi Goel

    I read a similar comment on a Mckinsey Quarterly abut listening and then developing conversations. Got to your comment from the Technology Marketing group on Linked In. Here is the Mckinsey quarterly link

    http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/Managing_beyond_Web_20_2389

  2. SocialSteve

    Sakshi,

    Thanks for the comments and the link. I actually think the article you referenced takes it the next level down from “keeping it simple.” If you want something of that nature (closer to recommendations of a plan for starting social media), I suggest you read “Before You Start with Social Media” – also in my blog and mentioned in this article.

    Thanks,
    Social Steve

  3. Great, great piece, succinct! Simple but elegant! Not only does Steve display a great understanding of today’s “new” way that businesses must use to market, he has provided a formula that anyone involved with social media can succeed with.

    Day after day, I see so many businesses skipping past Steps 1, 2, and 3. They don’t undertsand why there is no increase in sales or they make statements that social networking is not profitable…yea….if you do it wrong how can you expect the right results!

  4. And done in the way you prescribe, it can be really exciting. I met with a local business today (normally we work for larger non-local businesses) – and in discussing how the business can become involved in their community via social media, its apparent that different businesses can engage in very different ways. Brave new world.

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  6. Business wise is difficult to justify the faith on the long term goal without to short term achievements.

    What or how would you have the C level step away from their “monthly and quartely” metrics wich by the way, everyone looks daily in their bank accounts?

    • SocialSteve

      Israel –

      In NO way do I support “justify(ing) the faith on the long term goal without to short term achievements.” If you have read my other posts, I specifically emphasize the need to measure results from the start. But one must be careful what they are measuring and that there is an actual relationship between what is being measured and what that is the result of (cause/effect). For example, “sales” is not a measurement fully artributed to marketing. “Awareness” and “qualified leads” are a measure of marketing. I recommend reading “Meauring the Value of Social Media” (also in my blog). “Simplifying Social Media” is very high-level and, well, simple. It was not meant to cover ALL social media issues, but presents a put of view that could be well understood by all. You will see many threads of short term measuring throughout other artciles I have posted.

      Best regards,
      Social Steve

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  8. Hello again,

    I agree, and I’d like to mention that while LCR is key🙂 Companies have to able to engage with all news, even the negative – if anything I think that is more important. In this day and age, attention is important and negative attention is still awareness to the brand/company/individual – the critical factor is how do you respond to that attention. Companies like @Dell are quite good at this. With all this open dialog and platform for individuals to voice their complaints, opinions and good experiences, I think companies need to realize the important in the “R” – building relationships mean being responsive to individuals.

    Thanks again for a great post!

    @jooyounkim

    • jooyounkim

      thanks – yes – I agree. I always say, negative comments (news) needs to be “nipped in the butt” immediately. If the negative comment (or news) is correct, companies need to say “yes, we were wrong … it won’t happening again … and here is what we will do to make sure it doesn’t happen again ______.” If the negative news is not correct, politely state, “sorry – we don’t agree … here are the facts ______.”

      Best,
      Social Steve

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