I often state that social media is helping make business personal again. It is a bit strange to think that communication that happens over the internet could be considered personal. However, social media and web 2.0 has made it easier for customers and businesses to interact. While its not face to face and a handshake, it is still personal interaction. And while you can only shake so many hands and have so many meaningful face to face conversations, social media provides a much wider platform. With social media you can communicate with thousands at once. Yet, at the same time, you can talk one on one.
“The Flight Attendant Effect”
This is a bit of a paradox. How do you communicate one to one, and at the same time reach a wide audience? The beauty of social media is that you can. In fact, by focusing attention on one person, either answering their question or engaging in thoughtful conversation, you are also positively impacting others who may be paying attention.
My friend and social media maven Desiree Scales calls this the “flight attendant effect” of social media. The premise comes from when a flight attendant gives special care to one passenger, and all of the other passengers around that person experience increased satisfaction just by watching this happen. The concept works the same way in social media, where conversations are often public and your helpful advice and answers can be read by many more people than just the original person you were helping.
Its Good to Get Personal
With this effect in mind, you should consider the benefit of focusing on just one person at a time. By doing this, you can provide nuanced, helpful advice or assistance to a particular person. There is great value in this kind of one on one communication. Not only is it helpful to the person on the other end of the conversation, it also helps you sharpen your skills and learn first hand what customers need and want.
The more intimately you know your customer, the better you can serve him or her. You can’t get this kind of intimate knowledge by just broadcasting. Broadcasting online is you just pushing out blog posts, Twitter updates, or newsletters, without having any interaction. Broadcasting happens offline, as well. It is when you launch a product without taking time to find out exactly what the customer wants or needs. It is when you make changes to your services or costs without talking to customers about it first. Chances are, you broadcast more than you think.
Open Conversations
Instead of broadcasting online, try having some good one to one conversations. Have them in open arenas, so others can listen in if they are interested. You want an audience, but your best focus is on the individual. Imagine having a conversation with someone but always looking around to see what is going on around you and who is nearby. That shows that you aren’t really interested in the conversation. So, when you are having one to one interaction online, focus in on that conversation. This means things like not inserting your ad into the answer to a question. It means following it through until you know that you have successfully helped the individual. It also means being willing to get very specific and dig into the unique need of the person you are talking to. Don’t worry whether there is a crowd.
Building Reputation
If you have meaningful interactions, people will notice that. If you give good advice and are always helpful, people pay attention to that. More important than broadcasting your marketing message is gaining a good reputation. Get a good rep in your industry, and people will seek you out for advice, for business, and with new opportunities.
It is pretty amazing what you can accomplish just by focusing on one person at a time. There was always benefit to this, but the benefit never traveled as far as it does now thanks to social media. Today, you can focus on providing value to just one person and benefit from the many ears and eyes that are also paying attention. Do this, and you will increase satisfaction and add value to everyone in your audience.
–
Bradford Shimp coaches small business owners on how to build their presence online at BroadRiverCreative.com.
