Use Social Media Intelligence to Start “Golden” Conversations


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Do you make arbitrary, split-second decisions about clicking on a headline to read?

We all do it. Our attention spans are nada, zilch and non-existent. Most people click on a headline based on a few words. A few words …. that’s it. If you are at a social networking event, what is it that a person says that in a split-second you decide to engage or walk away?

Have you ever hired a conversation coach? If not, hire one. It will be one of the best investments you ever make. Ever hear the words “emotional nudity”? How about “social ambassadors” or “speaking that connects”? These are all new methods you can use to connect with people and brands on social media.

Consumers, satisfied or not, share lots of intelligence on social media. Consumers go online searching for answers. Social platforms like Twitter, Facebook, LinkedIn and YouTube are like veins of gold. Gold miners in the old days looked for the vein that marked where to mine for gold. Social media intelligence is your new vein of gold.

Need some gold aka cash for your business? Try these tips to help you help you digitally participate in conversations:

Develop Social Ambassadors (and Use Them Wisely)
Ted Coine, ever hear of him? He’s written a book, A World Gone Social. Ted decided to experiment with his Twitter presence one day before buying a pair of running shoes. He tweeted shoe companies to see who would respond. He didn’t get any responses from Nike, New Balance or Adidas. However, he did get a response from Topo Athletic, a shoe company headquartered in Newton, Mass. Topo Athletic asked Ted to direct message them with his shoe size and address. Ted loved the new shoes and he sent out a Tweet recommending @topoatheltic shoes. Topo Athletic’s sales went up over 300%.


Ted is a social ambassador. He has over 442k followers on Twitter. He engages with people and people trust him. He’s an avid marathon runner, and other runners connect with him. Ted’s impact illustrates how a social following can influence your brand and/or company.

Fewer Platforms
Be present. Be excellent. Be effective. Just because you build your social platform, doesn’t mean your audience will engage with you. Concentrate on one to two platforms, and one theme per week. Get those conversations right and then conquer other platforms.

Who Is Your Buyer?
Where do they find content? Concentrate on personas who you want to influence, or who can influence others on your behalf. Don’t overdose on content – engage with your audience, be an emotional nudist, have a conversation with someone or a brand as if they are sitting next to you AND do not try to sell them anything.

Don’t Get Complicated
Are you ruining your company and personal brand? Don’t join all social platforms at once. Remember your social posts do not need to be everywhere. Keep it simple, think of a topic to concentrate on each week, and only post on those social platforms that will support that message for that week. Participate in other’s conversations, be authentic, be yourself – engage with humor and emotion.

Twitter Lists
Remember Ted who I just mentioned above? Yep, he’s got a list of runners he’s met through his online conversations – he saves each runner to his running list he created on Twitter. He shares articles with his running buddies on social media. Twitter lists can be public or private, you get to decide how to use your lists.

Everyday habits are your golden nuggets to conversations that turn into cash. Each day, take 30 to 60 minutes, and listen to social media conversations. Direct message someone who has inspired you. Highlight content that has brought you knowledge or value. Mention these people in your conversations. Use a social aggregator like HootSuite or Likeable Local to help you sift through the social intelligence. If you do this every day, you will develop engaging conversations.

To learn more about “emotional nudity” visit Jai Stone. Regarding “social ambassadors” read the book by Ted Coine and Mark Babbitt, A World Gone Social. If you want to learn how to connect with others through speech, hire Eileen Sinett as your conversation coach. She is the founder of Speaking that Connects.

This post was originally published on Pipeliner CRM Blog.

Marge Bieler
RareAgent is an social sales training and enablement consulting company - message architects of social sales enablement. Rare Agent offers consulting and training on LinkedIn for Business, Storytelling Tactics, Whiteboard Animated Videos, and HootSuite Social Sales, helping clients address business growth by leveraging LinkedIn, Twitter, YouTube, Blogs and other social platforms.


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