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SUCCESS Magazine June 2013 - Pete Cashmore
Mashable.com's Pete Cashmore tells his story, full of lessons for today's...
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Social media does not come naturally to most people. Yes, if you’re 22 or younger, this is a shock, but bear with me. For most people, mobile phones were a migration, the Internet was a huge unknown, and social media is a fad or the end of face-to-face communication as we know it. My work with individuals and companies has taught me that social media is a change that can work to your advantage—whether you grew up watching black-and-white TV or have known only Hulu or YouTube.
How can you make the overwhelming ocean of social media an advantage? Simple. You act on four steps that play to your strengths. Some of us are better at writing paragraphs, others like to things on a virtual bulletin board, and still others want to share everything via homemade video. There is room for everyone. The key is to leverage your strengths to attract a tribe of excited followers.
Step 1: Identify your tribe. Your tribe is the people you want to influence through your thoughts, offerings and opinions. The best tribes align with you in three key areas: You know their problem or mission, you want to help them, and you like to give or receive instant value. If you’re a Realtor, your tribe might be community members or other Realtors. If you’re a dentist, your tribe might include patients and prospects. If you’re a small-business owner, your tribe might be anyone who could buy from you or who influences people who do. Every business and individual will grow stronger from building a tribe.
Step 2: Gain your voice. In social media, your voice or persona is whoever you are to everyone who bumps into you online. They may never meet you for coffee or walk into your store, but they know you based on your posts, videos, comments and discussions. Your voice will pull people in and engage them—or push them away.
To find your voice, think about what will draw people in and make them return. Sometimes polarizing voices are the most attractive to one extreme. As in the face-to-face world, your voice will grow and strengthen as you learn more and apply your knowledge by putting content online. My rules for a powerful voice: Be authentic, personable and approachable.
Step 3: Go where your tribe already meets.Every group you’re trying to reach, engage and influence already goes somewhere in the social media universe. Your goal is to be in that exact spot. It’s easier to get people to “Like” you on Facebook or connect with you via Linkedin when they already use that service rather than try to get them to switch services.
When looking for your tribe, the largest social communities are often the most effective starting points. The big three are Faceboook, Twitter and Linkedin, but if your group is more creative or visual, try Pinterest. You know your communities. Go where they already are and plant your flag so they spot you and huddle around.
Step 4: Start right now. Your community will build on itself but can’t build by itself. You must plant the flag, start a conversation and bring people into your tent. Take my four steps in order and you’ll have new friends, new conversations and lots of opportunity. It’s time to socialize!
