Success strategies for marketing through social networking

Make friends with "Ben" by using social networks the right way

Believe it or not, you can take advantage of social networking sites like Facebook, Twitter or LinkedIn to make money. Best of all, you can do so while having a good time, expanding your professional network and learning.

Before we get into the hows and the whys, let me first explain a fundamental truth when it comes to making marketing through social networking. Ready for it? People don't spend time on Facebook because they won't to be sold something. Same goes for Twitter or any other number of social networking sites. No, they go there to socialize with friends, primarily.

First, learn to make friends

So, lets start with friendship. If you are willing to be friendly with the people you meet through social networking, whether your agenda is to sell to them or not, you'll find them much more receptive to your offer. Now, notice that I didn't say "be fake." There is no greater sin than being fake on social networking sites. Once exposed, your reputation will be ruined you'll find selling an ice cube in hell actually becomes a challenge.

There is another old adage - friends don't fire friends. So, if your customers are already engaged with you through social networking you will find them more likely to stick with you, so long as you listen.

Demonstrate leadership, be helpful

If there is one thing that social media provides in abundance it is "experts." What social media lacks though are actual thought leaders who are helpful and experienced. Look for niches that are under represented (or poorly represented) by experts and fill that void. Sites like LinkedIn are full of folks (many of which who are marketing directors at various companies) looking for advice.

How does Twitter work? What are people saying about my brand online? How can I use LinkedIn to find new business opportunities? You would be amazed at how often questions like these go unanswered or get answered poorly.

Step in, step up and take a few minutes each day to share your knowledge. You will find more often than not that you'll get an email from a very grateful person who may be in a position to throw you some work.

Focus on audiences and messages, use tools to narrow your focus

People get caught up trying to be everywhere online. Unless you have 8 arms, 2 brains and can exist on no sleep, you should focus your attention on the sites that have the audiences you want to reach. How do you find these sites? Well, social monitoring tools like Spiral16 or Radian6 can help. They scan conversations online much in the same way that Google scan's web sites. The right tools can help you to narrow down the places online where you are already being discussed (if you are a brand) or help you find the most influential people online that also talk about your interests.

The point here is that don't go into social networking thinking you need to have a Twitter, Facebook, MySpace, LinkedIn, Digg, Delicious, Reddit (or any of literally 5,000+ sites you have probably never heard of) accounts. For many, one or maybe two of those sites will suffice to reach the people you want to engage with.

Beyond sites, think deeply (as opposed to shallowly) about developing your social networking profile. What's that mean? Don't be everything to everyone. You have interests, right? Narrow them down into the 2 or 3 that you are most knowledgeable and comfortable speaking to. Borrowing a bit from my friend Jason Baer here but, you can you like making balloon animals and bring something new to a discussion with other folks who make balloon animals professionally? Probably not.

Remember, there are a lot of experts in social media - just not a lot of people with actual experience. Don't be that guy. Be genuine, helpful and share your experience and knowledge freely to win at social media marketing.