In this social media-mad world, it seems nearly everyone’s firing out blogs and tweets and links like a dizzy gunslinger. But in the rush to participate, too many have missed a key strategy in using social media effectively: Tell a coherent story.
Whether you realize it or not, what you’re creating through Twitter, LinkedIn, YouTube, and so forth is an online persona, a “virtual you.” This online stand-in helps you connect with people around the world.
Experts claim that social media will aid your business by building relationships — the reasoning being that people trust and want to do business with those they know. That’s a fine concept.
But before people can feel they have a relationship and trust you, your online presence must exhibit two things: consistency and clarity.
BE REAL, BE CONSISTENT
First thing, decide on your story – who are you? This should match your real-life persona and expertise. If you’re a stock market genius, stick to that. Don’t position yourself as a weekend pig farmer. Social media is all about trust, and you can’t build trust on a lie.
Once you’ve chosen your online story, it’s time for some planning. Writing blogs and tweets can suck up your time if you let it, and a plan helps you focus on best opportunities. Select which topics you want to address, and work from this list. Keep an eye out for well-trafficked blogs and online news channels in your area of expertise and comment on their articles about your chosen topics.
And while you’re at it, be sure all your social media sites work together, each element supporting the next. Don’t be one person on LinkedIn and another on Twitter.
In tweets, as well as updates to your Facebook and LinkedIn profiles, mention your newest blog, article, or video clip. Use these portals to drive traffic to your website, where people can learn more about you and build a relationship.
THINK BEFORE YOU TWEET
Realize that all your tweets, blog postings, and comments tell a cumulative story about you in the minds of those you network with. It’s your job to make that story clear.
In order for others to trust you, they first need to feel they “get” you. And they can’t get you when your social media presence is all over the map. Have you tweeted on everything from your last meal to your views on capital punishment? Before making another post, consider what kind of story your posts tell.
My friend Roger is an excellent example of how to do this right. He’s an entertainment lawyer, and all his posts, tweets, status updates, and articles tell one story: “Roger is an expert in the business of entertainment.” (Of course, it doesn’t hurt that he really is.)
Roger comments on the latest music and film news, pointing out implications and larger trends. Every tweet, every article adds to his tale of expertise. So when someone in his network needs a top entertainment lawyer, guess who comes to mind?
What Roger doesn’t do is spend time talking about his love of pizza, or the situation in Afghanistan, or a million other topics. He’s clear on the story he’s telling, and he sticks to it. And his clarity makes his message powerful.
So follow Roger’s example. Before you post, consider, “Does this fit with my online story?” If it doesn’t, think twice.
TELL STORIES WITHIN YOUR STORY
And while you’re telling the story of who you are, remember to use actual anecdotes to help get it across. Why? Because stories stick.
You don’t have to give a hard sell. Just write a brief blog about a client who faced a challenge that your expertise helped solve – especially if that challenge is one many others are facing. The story will speak for itself.
Social media is well designed for you to comment on both large and small incidents. You don’t have to address big stories if that’s not your thing — just use everyday incidents to help make a point that highlights your expertise.
For example, maybe that interaction in the hospital gift shop demonstrated something to you about how to listen, or a comment overheard at Starbucks reminded you of a key principle of customer service. Keep your story radar active, and always be thinking, “How can this story help those I network with?”
Because in the end, that’s the whole point of building an online persona – connecting and helping others with your brand of expertise.
And that’s a story that bears telling over and over again, in any media.
Article Directory : http://www.articlecube.com
Bruce Hale is a Master Storyteller and Author. He works with individuals and companies that want to improve client relations and increase sales. To find out more about his StorySelling work, visit: http://www.brucetalks.com
