I am active in social media as you know, and you probably would not have found this blog if you were not also active.
The other day I was explaining to some fellow tax practitioners how useful I find social media, and particularly in the course of business. I told them that on Twitter in particular the interaction with other businesses helps me build relationships and I have a bigger pool of people to whom I might refer work for my clients or for myself. I feel I know many of my Twitter contacts because I see them talking, or talk to them on a regular basis.
So Twitter is part of my referral networking strategy and so are Facebook and LinkedIn as are various other social sites. However Twitter is also one of my means of keeping up with the latest news in my business niche, good and bad. Many of my contacts (I follow them and they follow me) have their ears to the ground for the latest breaking stories via the newspapers, websites and professional magazines. Some of them are writers and journalists in the business. They know what is going on, and therefore I know what is going on. Sometimes I can even add to what they know, and so it all goes around.
Interacting with my on-line friends is therefore part of my marketing strategy, and also part of my professional development, because it helps me know what is going on in a business environment which is forever changing. Talking with these friends allows them to form their opinions of me as well as my having impressions of what they are like.
Making it personal
In the end it comes down to building and imprinting a personal brand on my business. People buy me, or choose not to sometimes, based on what they already know of me.
The tax people to whom I was trying to explain all this did not understand what I was saying. They all work for larger firms than mine. I guess none of them is responsible for marketing. They do what they do within their firms. They think that they don’t have the time to use social media because they believe it is a waste of time.
Maybe it is a waste of time for some, but more people know who you are and I am than know any of these partners and managers in bigger businesses. We also know more people who are valuable to us in our work, and we know all the latest news in our industry as it happens. We are less likely to be caught out by a customer, a client or a prospect.
People know us professionally; who we are, what we do and what we are like in business. That is personal branding, isn’t it? Doesn’t it make us so much more approachable?