Tim Sanders: People-Centric Business Expert
March 15, 2010
Using social media with intent
Your network = your net worth. This is a mantra of mine.
Many of us are producing social media (blog postings, videos, tweets and updates) to build a network of followers that we can help, market to and ultimately have a relationship with. Along the way, we try out a variety of different content types from humor to ride-along to inspiration to advice. Sometimes, we just put out what ever we are thinking at the time.
However, many of the people that consume our social media content are customers, prospects or group members. They likely visit our social conversations as part of their decision making process in working with us. Sometimes, we impress them with our focus and expertise. Other times, our randomness plain confuses them.
I'm going to change my ways, starting today. Seth's blog or the Public Words blogs are both very focused on delivering marketing and public speaking advice. They blog with intent. Tom Peters uses Twitter to facilitate a conversation with his followers and peers. That is his intent, and his focus on that makes him successful here. In the past, I've posted or tweeted about a wide variety of subjects from business to leadership to travel to music to social responsibility to social media. In other words, I'm all over the place, less focused than an all purpose magazine or TV show.
From this day forward, Sanders Says, my tweets and Facebook Fan page will center around delivering expertise to my followers that improves their people skills (from relationship skills to a people centered business.) That will be my intent in all that I do. I'll direct these comments to the small biz owner up to the enterprise executive, but I'll always look back at my one-sheet of purpose (Power To The People) as a way of defining my editorial boundaries. I'll continue to update you on live events where I'm sharing this expertise as well as updates on my next book release.
My anecdotal research suggests that a specific focus or niche is the #1 to increase your followership and deliver valuable results. It's pretty easy to just ready-fire-aim when it comes to social media, but if you are using it to build a scalable difference, consider a little focus to produce organic growth in a niche.
Is your social media strategy random or do you use intent?
PS - If you want to know about my travels, music interests and personal recommendations, sign up for my monthly newsletter. That's where I'll let it all hang out. If you want to know what I'm thinking around CSR or sustainability, visit the SavingTheWorld community site.
Comments
Tim,
It seems I've been struggling with this topic. I've been "all over the place" with what to make my blog about. I've recently decided to make it about whatever i'm passionate about at the moment.
So, it might be about sports in general or about the Toronto Blue Jays. Or it might be about social media or a cool event I've just been to.
One thing I know for sure, is that it will be interesting and I will be passionate about it.
I would love to hear your thoughts on this though.
kk
Tim,
I think you are on the right track. I started out my blog (www.loyaltytruth.com) with focused intent and as part of marketing strategy for my business, but have seen many other models that have caused me to think I was too narrow in my subject matter.
There have been times when,reading the cool and sometimes random stuff that you, Brogan, Penn, post, I thought I should diversify.
Now you have shed light on the subject and I will stand firm!
Thanks for sharing your thoughts....
Bill
On the other hand you can pare things down too close to the bone.
Conversation isn't always about raw transmission of information. Sometimes it's about attitude (and aptitude) and divergent, yet human things.
Ftrain! Merlin!
Yes, focus and intent are good. I feel betrayed by some of my favorite B- and C-list bloggers who had a good thing for a while and then wandered off into the weeds.
But too much efficacy can wring the life out of a dialog.
Tim,
Relevant advice Tim. And honest. I have always appreciated your openness. I've recently been trying to prune back and focus. It helps to see that others further along the journey are working on that too. Seems like an ongoing process.
Cheers,
Tim Bursch
Feeling a bit embarrassed that I've only now found your site, lots to catch up on and read. I've just enjoyed watching a couple of your videos on Facebook and I'm converted! Your philosophy resonates with my own regarding social corporate responsibility. So there you go, a new fan is born, just wanted to share that with you :-) (Thanks also to Scott for an inspiring comment)
Ho‘ohana (work with intention) is a mantra of mine Tim, and this resonates strongly. Thank you for posting it.
I think we also obsess about what others will think as we engage with social media, wanting to be a for-the-team player, and subtle versus flagrantly self-promoting. We don’t have to be pushy, nor blind to the atmosphere and ground rules of the media we choose, but our intention should be our trump card. Our focus helps people, and if they were following us for a different reason, it will become clear for us both.
Say it, Tim. Tough, but true.
I had the pleasure of spending a lot of time with Chris Brogan a few weeks ago. He taught me blogging strategy at a whole new level. There was clear intent behind each thing that he wrote.
I find too many of us (particularly those who are not well known bloggers) are changing their strategies all the time to mirror the latest new idea that they pick up. We lack the focus and restraint that is required for greatness.
I'm trying to do the same as you Tim. There is no need for me to write a lot of new content. What I need to do is help people ACT on what they know - and connect them with other like minded individuals who can collaborate with them.
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