Dale Carnegie wrote the book How to Win Friends and Influence People. In that book, he explained the essential human relationship principles that could lead anyone to be successful in life. If he were to write that book today, he might entitle it How to Win Followers and Influencing Likes. Today, it is essential that leaders learn how to use social media platforms to make connections, win followers and receive likes as they seek to expand their influence to an entirely new set of people: a set of people who, in prior times, they would not have had the opportunity to reach.
The internet and social media are continually evolving. Therefore, it is essential as leaders that we continue to improve our ability to use the latest tools to the advantage of our customers and our followers. Social media can level the playing field for businesses and, when used well and with wisdom, can win followers and create likes.
1. Practice authenticity.
Social media breaks down barriers between leaders and customers. Therefore, the first principle of the social media CEO is to use and practice authenticity. Social media platforms are designed to highlight the real thoughts of a person and connects those thoughts with others who may feel similarly and synergize with the same values or ideas. Every social media post should reflect the honest embodiment of the totality of the person. On Twitter, people have a chance to hear your thoughts on a variety of topics. On Facebook and LinkedIn, leaders can share updates from their own growth experiences or from other sources where they receive inspiration. However, authenticity is the key. People want to know you -- and when they know you, they will want to do business with you.
Social Media Tip: Pick one social media platform with which to begin. Get to know that platform and learn how to use it efficiently before trying to master all of social media.
2. Share content that matters to your audience.
One mistake that many business leaders make is to look at social media only as a way to solicit an offer, service or product. A second key to winning social media friends is to be robust in what you share through your social media channels. In other words, proper social media etiquette requires sharing more than just promotions. People are more likely to respond when they see that your use of social media is bigger than just promoting your business. Social media experts have learned the art of attraction. A good rule of thumb to follow would be to use a five-to-one ratio: sharing five posts related to your customers’ interests and then one post related to your company's interest. This ratio provides a nice balance for your friends and followers to stay updated with what your company is doing while also finding value in what you are posting.
3. Don't just share -- develop great content.
Those social media users who have developed a robust following have utilized the third key to growing their networks, which is to become a good content developer -- not just a content sharer. Sharing great content is a good beginning. However, to maximize your social presence, your followers want to understand what you think about issues that are related to your business. On Twitter, you can share a direct sentence or two focused in 140 characters or less. On LinkedIn, you might write an article or share a blog. With Facebook and Instagram, you may want to share a picture with a sentence or two. And, on YouTube, you will want to create a video of your comments in two minutes or less. Social media channels provide a platform for people to share real ideas in real times, with real content, for a real connection.
4. Interact with your audience.
A fourth tool to winning followers is through interactions with others on social media. Respond to those who respond to you. When you make a post or write an article, people will like or comment. Deeper connections happen when we take the time to like a comment or respond with a sentence or two. That short interaction might lead to more interactions and a face-to-face meeting. It is a powerful thing when online friends become in-person friends. As leaders, we should have the desire to respond to all emails that people send to us via social media. We should treat our LinkedIn emails and tweets that mention us as a new type of email. Many times, we might have a customer that tries to reach us through a social media platform. It is fitting and proper that we respond immediately. Our current and our potential customers are paying attention to how well we serve our followers through our social media channels.
Social Media Tip: Have a team member monitor company social media accounts so they can read and respond to customers via social media.
5. Keep it positive.
Finally, the fifth key is to be encouraging. Be very careful about criticism and negative comments about other posts. The world is becoming very sensitive to online bullying. In times like these, as leaders who have a customer perspective, we have to work hard to be edifying and encouraging. Our companies need to be a light that brings encouragement and positive interactions to the world. We should be careful about correcting others on social media.
Every leader can become a social media leader. Today's leaders have been given a robust platform not only to increase our business influence but also to increase our personal impact by winning followers and influencing likes.
