I was reading The Art of Social Selling: Finding and Engaging Customers on Twitter, Facebook, LinkedIn, and Other Social Networks (Amacom, 2014) by Shannon Belew last week and I was struck by a familiar feeling. It wasn’t déjà vu exactly, but something similar. I realized that a lot of authors who are trying to tell us how to use social media in the business world are saying the same thing in different ways.
Let’s take one small portion of this big book of social networking advice for example. One of my favorite elements of Belew’s book is the list of ten “most important rules for online social interactions.” She writes that she came up with the list after talking to a large number of social media experts. So it totally makes sense that her list would remind me of all the other social media experts and new marketing gurus that we’ve been talking to and reading up on here at the Book Scan. Since you can’t get Belew’s book until Jan. 9, 2014, I decided to link two of the most universal rules in her excellent list with some older Book Scan reviews and interviews, to tide you over until the new year. After all, three experts are better than one, right?
Rule #1: Be Genuine
Belew: “When jumping into social media conversations, people sometimes forgo their otherwise good judgement and decide that this is the time they are going to try their hand at being a stand up comedian or political pundit. But let’s be clear: Your social networking persona should be an extension of your actual personality.”
Author Jennifer Allan: “Be yourself and trust your gut and your intuition. Create a real estate career around who you are as opposed to what someone else tells you who you need to be.” Continue reading »
I’ve been working on my review of Jay Baer’s Youtility: Why Smart Marketing is About Help, Not Hype (Portfolio/Penguin, 2013) for several weeks. It’s not that it’s overly long or difficult; really, my problem has been the opposite. It’s so packed with great anecdotes and insights that I’ve been slow to pick out just what I want to say about it.
Enter Chris Nichols. Literally. Nichols walked into our offices last week as the guest editor for the September/October issue of REALTOR® Magazine, and he came in to share some thoughts about the upcoming publication and the real estate industry in general. And he turned out to be just the kick in the pants I needed to write up my thoughts on Baer’s book.
In addition to being active in real estate, Nichols is also running for mayor of Orem, Utah. As a result, he had some interesting thoughts on using social media to achieve marketing goals both from a political and business perspective. So it’s no wonder that when Jay Baer spoke at a real estate conference Nichols attended this year, he was pretty pumped about the author’s message.
See, Baer’s whole theory on social media marketing is that people are not going to listen to your messages unless they are useful to them personally. He suggests that companies package information in a way that consumers appreciate:
“What if you decided to inform, rather than promote?” Baer asks in his introduction. “If you sell something, you make a customer for today; if you help someone, you make a customer for life.” Continue reading »