The things I first loved about public relations still apply today: the opportunities to meet all kinds of different people, to learn about new industries, interests and personalities. I still get a thrill from “the chase” and the relationship building that are so vital to the success we make happen on behalf of our clients.
With the advent of social media, little has changed except for the creation of new possibilities. We’ve been given new ways to listen to each other, to connect and to build relationships. Sites such as Facebook, Twitter and LinkedIn have allowed us to re-establish old friendships, seek out people we might never have encountered otherwise and network for job, business and even personal opportunities. Perhaps it’s the beginning of the new year, but lately I’ve been thinking about how to better leverage social media to foster deeper, more meaningful interactions. What I’ve concluded is that social media doesn’t mean just using my iPhone or laptop to build these relationships, but it also means actually being social and getting out from behind the computer to meet the people I network with on line every day.
Because I’m Vollmer’s social media practice leader, it might sound strange for me to say this, but I believe that we can never overestimate the value of an in-person get-together. The key is to take what we’re doing on line and remember that sometimes it’s just as valuable to take it off line. Just last month, I attended a Dallas Social Media Club (@dallassmc) event featuring social media guru Chris Brogan (@chrisbrogan). Chris was by far one of the most entertaining and astute social media speakers I’ve ever heard and definitely the reason I went to the event. I walked away glad that I had attended and not just because of the insight he offered.
What also excited me about the event was getting to talk in person with so many of the people I follow and talk with every day on Twitter. This is by no means a suggestion to stop tweeting, Facebooking or blogging about our everyday experiences. It’s just about maximizing all the hard work you put into your online relationships. For instance, in the last month, I’ve traveled from Dallas to Boston to meet up with an old friend I reconnected with on Facebook, and we had a great time. The more levels of interaction we allow, the stronger these relationships become.
So get out there. Find the social media club in your city, attend an event and put faces to the Twitter handles you talk to regularly. Going on a business trip? Find out if any of your LinkedIn connections live in that city and suggest having coffee and do some face-to-face networking. Attend that Tweetup you’ve been too busy for that’s being held by your favorite restaurant, retail store or charity group. Ask your favorite local blogger to lunch for some conversation and advice. This is all about getting to know people a little bit better and, as Chris Brogan said, people buy from people they know and like. Now that’s just good business sense.
For more ideas on how to leverage your social media program, contact Mary Kate Smither, Vollmer’s social media practice leader at marykate@vollmerpr.com or 972.488.4790. You can also follow her on Twitter @mksmither.
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