Social media (e.g. Twitter, LinkedIn and Facebook) can be used as a selling tool and it’s not nearly as difficult as you may think. It’s a 5-step process and you’ve probably already completed some of them. The fifth step is where it all comes together.
The Basics
Social media is a great way to build rapport with prospects and customers. It can also be a way to gather and give information. Isn’t relationship building and information gathering/giving the holy grail of what we do? Social media can be a powerful tool to help us. Please see my May, 2009 article in Training Magazine to learn more about the essentials of social media.
Step 1
Sign up for a Twitter account. If you haven’t already done this, please don’t tell anyone and just do it.
What’s cool about Twitter for sales professionals is that the public can only see your tweets and replies (i.e. updates you make and your responses to others). Others can’t see the direct messages (i.e. personal messages) you are getting or sending, nor can they see replies to your tweets. This is important because it lets you control what your customers are seeing.
You’ll use Twitter to provide and receive tidbits of information that fit in the “short, fast and frequent” category. Twitter is weak in the biographical area. I’ll discuss what kinds of things you can include in all of your sales social media efforts at the end of this post.
Step 2
Set up a LinkedIn account – surely you’ve done this already. LinkedIn’s real intention is for professional networking and collaboration.
Don’t worry so much about status updates here. LinkedIn allows you to post status updates and send and receive direct messages, but that’s not its strength. Think of it this way: Twitter is a microwave oven when it comes to instant communications whereas LinkedIn is a conventional oven.
What’s important about LinkedIn is that it provides the best place for you to brag about yourself and your qualifications. It also allows you to easily create a substantive professional network in your industry.
Step 3
The final social media site you need to set up is Facebook. I can almost forgive you if you haven’t done this already because Facebook used to be somewhat of a kid thing – not anymore.
A convenient way to define Facebook is to place it right between Twitter and LinkedIn. It allows for status updates and direct messaging while simultaneously providing a place to put all kinds of biographical information about yourself.
Direct messages are completely private on Facebook but responses to your status updates can be seen by others. Paying attention to this fact and correctly setting Facebook’s privacy settings will keep you in control of the content on your Facebook page.
Step 4
What kinds of things should I include on these 3 sites that would give me credibility in my industry and with my customers?
Biographical
- Your tenure with your company
- Years you’ve been in your industry
- What industry groups or associations you belong to
- Awards and achievements you’ve earned
- Your education and training
- Reference customers (be careful to check with these companies first and know that your competitors will call on them)
Status Updates (usually done with a short comment and an informational link)
- Industry trends and announcements
- New technologies
- “How To” information
- Articles and white papers from “thought leaders” in your industry
Step 5
When you’ve completed the above, put your unique Twitter (e.g. http://twitter.com/scottsheaffer), LinkedIn and Facebook URL’s on your business card. This makes you transparent, available and current. Your competitors aren’t doing this – yet.
Gotchas To Be Aware Of
- Remember that everything you put on these sites will be viewed by your customers. You want to look as professional as possible while remaining approachable.
- Don’t spend too much time on these sites each day (15-30 minutes maximum) and do so during non-selling hours.
- Social media represent virtual networks. Be sure to reach outside of these networks and make person-to-person contact. This can be where virtual translates to financial.
- Social media can’t be a one-way street. You have to play with the kids in the neighborhood. In other words, don’t just make status updates, respond to updates you are receiving.
- Check with your employer to ensure this complies with your corporate communication guidelines.
©2010 Scott R. Sheaffer