LinkedIn is just one business social media option

August 2, 2010
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Of all the business social media options, LinkedIn is the most valid, and the most valuable. But it is not the only option.

In order to master business social media, it takes a successful combination of your business Facebook page (where people can “like” you), your Twitter account (that allows you to “tweet” timely, valuable bits of information), your LinkedIn account (that allows you to make business connections and posts your valuable tweets automatically if you set it up that way), and your YouTube channel (where you can broadcast your value videos, information videos and testimonial videos).

LinkedIn allows you to find any people that can possibly do business with you or be a valuable contact and, more importantly, it allows people to find you.

Most salespeople that use LinkedIn are trying to find leads or beg for some kind of connection. This strategy is the least useful, but it’s better than a cold call.

LinkedIn has a wealth of CEOs and other C-level people in its network, and millions of entrepreneurs who own their own business and can make a final decision.

LinkedIn is the new cold call. Instead of calling a gatekeeper and fishing for information on one possible decision maker, you can now advance search on LinkedIn and find exactly who you’re looking for before you make the call. You can discover who is connected to your connections and find people by job descriptions and job titles.

Your job, as a master of business social media, is to attract them, not beg them. Your job is not to find them; your success will come from letting them find you.

Of my 3,600 connections on LinkedIn, I have asked fewer than 100 people to link with me. The others asked me to link with them.

Here’s the total business social networking strategy: Register “www.yourname.com.” If your name is taken, put the words “I am,” or “the great,” or “the one and only” in front of your name. Establish a one-page website. On it, post your philosophy of how you treat customers. This will give you a high ranking on Google, so that people can easily find you.

Then create a blog — in your name. Wordpress, Typepad and Blogger offer free or low-cost options. Then create your business Facebook page, your Twitter account, your LinkedIn account and your YouTube channel. Make sure they’re all in your name or contain your name. This gives you even more Googlejuice.

I also recommend that you go to www.aceofsales.com and establish an account. It’s only $20 per month and it will allow you to access Facebook, LinkedIn and Twitter from the homepage with one click. It also will allow you to send out an e-mail magazine (e-zine).

Now that you have the big picture of business social media, here’s what to do:

1. Tweet a value message every day. Just one, something that your customers and your prospects would consider valuable. Make certain that you end it with a hashtag (#) and your name. This way, people can find you if they do a search.

2. Blog one paragraph every day that includes your tweet, something that others consider valuable.

3. Connect your social media accounts so that what you post on one appears on all of them.

Note: As you can see, the key to business social media is being business-social-proactive with a value message.

Note well: It will take you less time to write 100 words of value than it does to make 10 cold calls that you’ll be hung up on, or 10 unsolicited e-mails that will be deleted.

4. Post events of importance on your business Facebook page. Especially post interactions with customers.

5. Now begin the invitation process. Start inviting everyone you know, everyone you can think of to join you on LinkedIn, like you on Facebook, follow you on Twitter and check out your YouTube videos. Make the invitation personal, not a standard one. Not everyone will honor your request, but once people start to receive valuable information from you on a regular basis, they will begin to tell others.

Free Git-Bit: If you want both of my social media columns (part one was last week), go to www.gitomer.com and enter BUSINESS SOCIAL MEDIA in the GitBit box. Jeffrey Gitomer can be reached at (704) 333-1112 or e-mail salesman@gitomer.com.

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