Influence Marketing and Social Media ROI

“Social influence” and “social media ROI”. Businesses can no longer ignore social media. Social networking is the “800 pound gorilla” in the room, but there is much debate about whether investment in social media actually brings a profitable return.

The foundation of influence marketing is building relationships with individuals who are in a position to help your brand increase awareness, build reputation, connect with an audience, and make sales. The basis for all of these goals is the development of a relationship with an influencer.

Social Capital, Trust and Influence

You have heard people say, “It’s who you know, not what you know, that counts.” Of course, what you know does count, too. But I think that what counts the most is how the people you know feel about you! Knowing them is not enough. Do they LIKE you? Do they TRUST you? Do they RESPECT you?

When you need a friend, “social capital” beats all other investments. There is nothing so valuable as a true friend who “has your back” and is there for you in time of need. This level of trust is a sense of confidence that someone will consistently behave in ways that will support our well-being. Good intentions by themselves are insufficient.

We Are All Branding, All The Time!

Branding is usually associated with commercial brands for products or services. But personal branding, whether online or offline, is a matter of reputation. As you interact with others, they may come to know, like, and trust you. They are open to buying what you have to offer. They may even believe in the value you […]

Facebook Fans “Like” But Not Asking for Spam

Social media has powerful potential for viral exposure. But studies have shown that more than two-thirds of Facebook users say that “Liking” a “Fan Page” does not mean permission to send me advertising messages. Marketers need to understand that the vast majority of “Fans” click that they “Like” a page as a message to their friends, […]

Building Trust with Social Media

Trust is a key component in business (and personal) decisions. Greg Ferenstein wrote an interesting post on the Mashable blog about trust in social media, in which he quoted Professor Judith Olson, who has studied the essentials of building trust in digital communication. One of her most important findings is that “responsiveness is key” in building […]

Social Media Campaign

Social media campaigns need to be different from advertising campaigns which push products. Unfortunately the more you try to sell, the less you sell. The situation is analogous to the rest of life, where focusing on contribution leads to more success than chasing personal gain. Modern consumers are wary of pitches and commercials. People love […]

Build Relationships by Being a Connector

Building relationships with social media is very similar to the way relationships have always been built. Humans haven’t changed very much in two decades of internet (or even in thousands of years). I suspect that that the “secret” exposed below would have applied equally well to cave dwellers or stone age tribes.  Although we have […]

It’s Who You Know AND … That Counts

Conversations about networking and business relationships often evoke the aphorism, “It’s not what you know that counts; it’s who you know.” I believe that both factors are obviously important, but the often overlooked fact is that what is even more important is how they feel about you.! The factors that really count include: what you know, […]

Relationship Leverage

Leverage is the key to major success in any endeavor. There are many kinds of leverage. Leveraging “social capital” is my favorite! When you leverage relationships, we call it  “networking.” You are actually leveraging trust and influence, as well as knowledge, resources, and contacts. It is similar to leveraging financial capital — like you do […]

Networking is More than Contact “Management”

My definition of networking is:  “leveraging trust and influence.” It takes a long time to make an old friend! Trust and influence are cultivated over time and are based on experience with the friend’s past performance. Sometimes difficult challenges help you find out who your real friends are! If all we did at a live […]

Social Capital

Some people say, “It’s who you know, not what you know, that counts.” Of course, what you know does count, too.  But I think that what counts the most is how those people that you know feel about you! The following is an excerpt from a guest article written by Gregory Schnese, the Web Producer […]