One of the main questions that arise when deciding to do networking and SMO (Social Media Optimization), and particularly Twitter, is how to increase the number of contacts. The important thing here is to achieve significant contacts. We define those contacts that represent an added value for us. This doesn’t mean that we’ll settle sales with each of them. To limit the use of Twitter to a mere sales channel is to be utterly wrong. Let's review concepts discussed in previous notes: What is Twitter for? Well, basically to grow company, site or brand’s scope. Saying this, we include several aspects: â€To learn more about our market niche, and be aware of news and potential fluctuations - A must! If you think you will sell using the same formula your father used for twenty years, you are choosing the fastest path to the extinction of your business â€Create brand awareness â€Develop a channel for support and attention of customers and potential customers- how to do this effectively, will be discussed in another posting. †Enrich through contact with colleagues, meaning business colleagues. It may be the case that a company in another continent (very far from our market) might serve as inspiration or source of innovation †Spread the benefits of our services and products †Offer solutions †Provide added value to our products †Create trends and become benchmark for the activity †Monitor competition †Do damage control before the outburst of dissatisfied customers, former employees who may feel aggrieved, and people who have habits of defaming another online (also exists) As you can see, until now we haven’t spoken about selling, or at least not openly. I assure you that if you meet these items properly, sales will come as a natural consequence. Then, returning to the issue of how to develop an effective network, it’s clear who can be our most â€juicy†contacts †Colleagues †Authorities in this area †Regulators from our activity, and any institution that sets rules on the activity †Universities and think tanks that are related to our production process †Competition- to ignore them does not render them inexistent †Anyone who has contacted the company, for example, requesting a quotation or advice, though a sale has never been reached. †Of course, all clients: faithful and casual. †Specific audience. Surely this last segment is the one most â€tricky†and difficult to reach. Where to get listings of specific audience? Well, that depends on each activity and each product that is offered. Let us see an example. Imagine you sell fishing products and accessories: rods, hooks, etc... Then, you should refer to, firstly, fishing enthusiasts. Who loves fishing probably also loves camping, etc. The anchor point at this moment is forums, discussion boards and groups, where fishermen often gather to speak about their problems or others that say "I once caught a fish this big" - imagine gesture with his hands. Join these forums, groups, message boards, etc†The mission now is to provide added value, not to sell. To show what you have to offer is greatly appreciated by this audience. Share knowledge, fishing secrets, answer questions, and suggest solutions. It’s a certain fact that many participants of these forums will at least visit your site. And most of them will follow you on Twitter. Only if what you have to offer goes beyond mere promotion. For those who have sport fishing as a hobby, to follow you must be profitable. Not only that, it also must be fun. It seems that as we get closer to core of solution of our problems (achieve an effective network of followers) we move one step further. How can we make our tweets be helpful, offer value, and be fun? We will see this in later postings. For the moment, I’ll leave homework for you to do: change your attitude. Stay away from Twitter, or anywhere else, if you approach asking for permission, and thinking that you’ll be banned because of anything you say. This will happen if you make a promotion, purely and simply. Set the specific goal of delivering value. Be generous, and everyone will want to be your contact.
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