TED'S TAKE: SOCIAL MEDIA IS STILL BOUND BY THE RULES OF BUSINESS

There are three general business principles that apply in most circumstances and situations when trying to grow a business.

1)   The marketing phase, during which you are building and creating brand awareness, so consumers are aware of who you are.

2)   The selling phase. In this phase, you contact your target audience and cultivate a relationship with them to the point where they are open to buying or purchasing what you are selling.

3)   The closing phase. In this phase, you actually get them to purchase your product or sign on to your services.

All three phases are necessary ingredients to being successful. They are progressive and need to occur in a sequence.

During these phases, a business must work to build authenticity and credibility in order to be successful. There is also a dynamic when successful “selling” is influenced by who does the asking. This is often the contact or the person who has likely built authenticity and credibility with the target audience. This process requires thoughtfulness and patience as you pursue it. What does this have to do with social media and related connections?

When it comes to social media, it seems many believe that they can jump straight to the selling phase. I find myself getting messages on social media that go a little like - this is who I am, and this is what I do. Wanna buy some? WRONG! Social media should be considered a tool during the marketing phase. It can be an effective strategy to create your brand awareness, so that consumers have heard your name. A successful business does not use social media as a means to jump directly into – “want buy something?” mode.

Exposure through social media platforms can help to build your brand and create authenticity and credibility. This helps you be seen as a trusted resource for the reader/follower/target audience and someone who can be useful to them.  Once you have built familiarity and are a known and trusted resource, then and only then should you think about trying to sell them something.

Again, too often people and businesses who contact me via social media skip this important first business principle of marketing themselves and first building trust in their brand. I’m not likely to buy or support something who just “says” they are good when I have no knowledge about them or experience with them and their successes and failures? Am I supposed to believe everything everyone writes on their resume. No failures? No track record. Hmm?

In my life and career, I have not become successful by skipping the steps or by working with others who skip the foundations of good business. I typically only work with individuals with whom I have traveled through  the first two phases with in some form, whether that be firsthand or  word of mouth referral from a trusted source.

A word of advice to those of you who think you can grow a successful and sustainable business just by telling someone to believe you or invest in you without laying the groundwork. It takes an investment of time and energy to build a relationship, just as it does a business. You can’t just show up to the field, and simply say I’m great, so you should let me play. You might be able to find a few takers or trusting individuals but  unless you are willing to put in the work and embrace a more progressive, strategic, thoughtful, and patient approach, you will never be able to grow a sustainable business.