More reading
about social media:

How Social Networks Are Changing Everything
Business Week May 09

Coming soon!

But for now, a word from Tia Carr Williams of the Relationship Capital Institute on the importance of social media:

The power of social media is now acknowledged on a global executive level. There is hardly a self respecting company, corporation or organisation that doesn’t have a branded blog coupled with a twitter account.  Equally, most professionals will own a Linked In profile as well as a Facebook or social portal presence across a myriad of environments.  According to Forrester research, the top five strategic additions that businesses are deploying  to connect with clients and customers are videos, blogs, RSS feeds, customer ratings and review facilities in addition to the other social media assets. Social media provides a revolutionary set of tools for people to influence each other in a way that has not previously been possible. Your presence on LinkedIn in some way reinforces your web savvyness and credibility within your professional  industry.

 All of these competencies add immense value to your stakeholders, clients as well as being vital for communicating with customers. Demonstrating your business’ commitment to building and maintaining quality relationships creates trust, reassurance which yields a return on investment witnessed by companies like Dell and Zappos who are demonstrably evidencing greater sales.

Your reputation management strategy
Creating your online profile is the first touch point any prospect will have with you. It’s a bit like turning up to a networking event properly attired and prepared with an articulate description of your business expertise, relevant background and a willingness to participate and listen to others. Whether online or real world, we are each of us assessing one another on every encounter. It’s how we’re wired neurologically. We build up a frame of reference from the quality of the conversation and thus build a personal record of whether it was pleasant and repeat worthy or not. This is how we gauge reputations. Be mindful and appropriate with every conversation, no matter how well you believe you know the person. A new connection deserves careful consideration and planning your social media strategy should include a welcome responder and ideally a personal response note as in  Linked In’s case.

Be positive and responsive to grow a powerful reputation.
Reputation Management is the process of tracking any actions and opinions about you, your business, your brand and responding to that report creating a feedback loop.  Reputation perception adds to a personal brand which in turns creates influence. Where referrals and testimonials advocate for your competency and ability to deliver as you have committed, your reputation stands as your public CV based on others experience of you.  Word of mouth is acknowledged as the single most powerful attractor when it comes to marketing and we are all assessed continuously on both our personal and professional presentation. Attitude is evident from the very first exchange and every subsequent engagement. You show who you are with every interchange. The world of multiple communication capabilities should encourage you to have a clear ‘elevator pitch’ because everyone is time and bandwidth challenged, even if they are interested in you and your business. It’s respectful to monitor the amount of another person’s time you are consuming, which is why twitter is such a success on the ‘many to many’ communication front, where we are able to encounter, evidence and respond to a myriad of connections within the space of a few words and moments.

Your social media strategy
Coupling your social media strategy with your reputation management is critical. This is the value of driving a strategy that fulfils several requirements at once. Allowing people to find you, know you from your posts, connect in a meaningful exchange all works in favour of them building a positive relationship with you. In a highly connected world, you must work consistently to fulfil the elements of this strategic engagement. Provide real value and people will follow you, seek you out and want what you’ve got. It’s all about relating and relationship creation and sustainability. One happy client tweeting you up a storm is worth thousands of pounds saved in marketing promotion.