Marketers fascination with social media has created a myopic view of social engagement.
Certainly, social media is a powerful communication channel. Yes, there are more Web views than views recorded for televisions most popular programs. And, I acknowledge the trend that demonstrates more people research, learn and engage through Web and mobile technologies than through traditional channels.
However, as a business owner or marketer, your most impactful technique to aid in the growth of your online social network is to go offline. Im not discounting the importance of strategic online engagement techniques but they are not the only practices you should be focusing on. In fact, the most overlooked technique in growing your online community is old-fashioned in-person networking.
You may have the ability to generate a larger online contact base more quickly through online networking but the affinity of those contacts will be less powerful.
In the long-term, you’ll gain more value from those connections that are initiated or solidified offline. Using tools to generate large online following without substance may impact your online Klout score short term, but wont impact your personal brand or business long term.
Relationships built online are generally thin and one-dimensional; just as easily lost as made. Relationships established offline are based in real trust, which translates to stronger online affiliation.
How can you increase your online network via offline networking? Consider:
- Link. Add a call to action to every in-person or phone interaction you have with your contacts that encourage them to connect with you online. For example:
- A retailer can add a bag-stuffer with a reward if they like the product they bought on its Web site.
- Event producers can offer incentives for people to post pictures and videos to their social network pages.
- Salespeople can post personalized URL web pages with follow up documents or proposals after a sales presentation.
- Customer Service people can suggest following their Twitter profile or visit their wiki site for more support and follow up.
- Add you preferred social network connections to your business card with an explicit invitation to connect with you there.
- Ask.
When engaging with contacts offline, ask how they like to connect online.- Ask for their Twitter handle and follow them. Or join an online chat they frequent.
- Ask for their LinkedIn profile and initiate an online connection there or look for questions they post there and respond.
- Ask if they are connected in Quora, Hashable or other online networks and watch for their posts.
- Ask if they have a blog, subscribe to its RSS feed and engage with thoughtful comments to their post.
- Follow Up. Inevitably, well make connections online just because were online. So I believe it critical to include Follow Up in this list. Following up in real life with those connections youve developed online solidifies the relationship and drives stronger loyalty. For more on this, see post: Who is building your online relationships.
Web 2.0 technologies have provided a faster and maybe more convenient way to communicate with our friends, family and colleagues. However, those were connecting to are humans and we all know that one of the basic human needs is touch.
Establishing strong connections with people requires touch through a face to face meeting, a hand shake, a video conference call or similar.
I’m amazed every day how the most seasoned marketers become so stupefied with the technology of social media that they forget the basics of marketing and salesmanship.
Do you yourself and your business a favour. Reach out and touch someone. Then connect with them online. You will be rewarded with a more loyal social contact, who will engage more often, recommend you more and share your posts with greater frequency.
Agree or disagree that offline connections are a stronger method of driving online social engagement? Get involved in the conversation. Let me know what you think below.
Sam Fiorella
Feed Your Community, Not Your Ego
Follow me on Twitter.