Why Using Facebook and "The Twitter" Aren’t Enough

Why Using Facebook and "The Twitter" Aren’t Enough

PR is the Fuel for Social Network’s Marketing Engine

You gotta love Betty White.

In a soon-to-be-released movie, she portrays a high school girl’s grandmother, and in one scene a boy is asking for her granddaughter’s phone number. Of course it’s White’s character who responds with hers.

“I’m also on Facebook… and the Twitter!” she enthusiastically adds.

So, if Facebook and “The Twitter” have reached Betty White’s generation, certainly it’s reached just about everyone by now, including your business. But in using these sites, called “social networks,” for the purposes of marketing our businesses or our books, we should keep in mind that in a way we are twisting the original purpose of those sites to suit our own needs.

Let’s face it, Mark Zuckerberg did not create Facebook in college so that authors could sell more books or so corporations could support new product launches.

In fact, hooking up socially, as Betty White tried, is probably closer to what Zuckerberg actually intended.

Remember, social networking sites are places where people go to interact with other people, catch up with friends, follow celebrities and, yes, look up their high school sweetheart from 20 years ago to see if he or she is single again.

So, when entities get too commercial with their updates and messages, the community crashes down on their heads. You see, with Facebook and Twitter, people are free to comment on your updates in whatever way they want. Sure, you can delete the ones you don’t like, but that just means they’ll post something else, or maybe talk about you on someone else’s feed.

So, let me give you the two important things I try to keep in mind in using social networking for my business:

  • Don’t Promote, Just Educate – How can you use social networks to grow your business and promote your book? Well, you have to adjust your intentions! I love the quote from motivational speaker John Maxwell, who said, “People don’t care how much you know, until they know how much you care!”
    In other words, don’t try to push your promotional messages through those channels. If you provide advice from your expert’s point of view that actually helps the reader, you will create a following of people wanting to know more about you. For example, if you’re a tax advisor who wrote a book or launched a new Web site, use your update to give people useful tax tips. If they like your advice they’ll look at your profile, where you can passively place your business contact information.
  • PR is the fuel to your social media engine – PR is about newsworthy information that radio and TV hosts and print publications use to entertain and inform their publics. Since the most popular postings on social networks are links to useful articles, videos, podcasts and audio; there is nothing better to build your online following than linking your PR coverage from reputable media sources, introducing you as an expert. So, if you are actively engaged in a PR campaign, now you can use your media coverage as legitimate updates that won’t be received as self-serving sales pieces.

As many of you reading this know, I love to share my expertise with my online friends and help them reach their goals. In the process, my book, “Celebritize Yourself,” and my PR agency, automatically gets promoted. I can tell you from experience that it works. I’ve received some of the kindest and most flattering comments on Facebook and Twitter, because I prefer to educate others rather than to promote myself.

In the words of Zig Ziglar, “If you help enough people get what they want, you will get what you want.”

About Marsha Friedman
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Outside of the office, she is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.

11 Comments

  1. I agree that giving advice and offering great resources is the best way to engage potential customers. You don’t have to shout your promotions constantly to get attention. Like you said, our profiles are a great place to passively promote a business.

    Reply
    • Hi Leah,

      I am glad you understand the power of helping others, it’s so missing sometimes in this world! :) After all, people like to do business with people they like and who doesn’t like a helpful person? You will do well!

      Marsha

      Reply
  2. Thank you for this valuable info and i look forward to the first email. You are so right, don’t sell, educate, i am learning :)

    Reply
    • Hi Steve,

      You are welcome and thank you for the compliment. I am glad that it helps! :)

      Marsha

      Reply
  3. Hi Marsha,

    Thank you. Yes, I agree we must educate in effort to engage our audiences. Social media is an excellent way to connect with our target audiences without posting billboard messages. People need to express themselves and be heard. Listen to what they are saying, provide them with useful information & brighten their day…they’ll remember you & become interested in who you are as well as what you do.

    Peace & Love,
    Irma

    Reply
    • Hi Irma,

      And I love your take on it, to not only inform, but to BRIGHTEN some one’s day… I just love that! :)

      Marsha!

      Reply
  4. Well done Marsha, most seasoned pros know this but fail or forget to to put customer needs first. Thanks for the reminder!!

    Reply
    • Hi Don,

      Thank you for the compliment! We all need to go back to basics from time to time. :)

      Reply
  5. I absolutely agree with both points made here. However, I would like to add that you can advertise a little on a Facebook Fan Page! This is much different that a regular Facebook page. Companies like Coca Cola have a Fan Page. Funny thing, two guys started that page without Coca Cola’s consent to use their name. Instead of raising a fuss, Coca Cola went along with and actually supported their efforts. So you can advertise on Facebook but I would suggest you do it on a Fan Page and that you do not overwhelm your fans!

    Reply
  6. I so agree! Educate, engage, influence and the sales will come – really they will! As a social media coach I teach others about being transparent online, a bit vulnerable and letting their personality shine through. After all, your brand is YOU, not really your product. Forming relationships with followers and fans only creates more buzz and excitement. Many peeps don’t get this and still feel a need to sell, sell, sell. Not good, huh?
    Nice post. Thanks for sharing.

    Reply
    • Hi Laurie,

      Thanks so much for your nice acknowledgement! :)

      Marsha

      Reply

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