“Attack it with a beginner’s mind,” I read recently on Dave Jenks’ website, and I was forced to guffaw because I frankly had no other means of attack on the social media front. Three short months ago I had admittedly never even heard of the term Social Media. But all of that was before I met Brad Nix, was hired by Maxsell Real Estate as Community Advocate, and was schooled by the blitzkrieg of social media rock stars present at REtechSouth 2009. Designed with the purpose of educating the real estate field about the growing necessity of using social media platforms (i.e. blogging, Twitter, Facebook, LinkedIn, and Active Rain to name a few) to achieve stellar results in a less-than-stellar market, REtechSouth focused on a very gratifying aspect of growing a business–making and keeping your business personal. I learned the lesson very quickly that social media is not so much about building an instant social empire (though this might happen as a result) but instead building solid, meaningful relationships one “Follow,” “Add Friend,” or video blog post at a time.
Finding Something Where there Was Nothing and Friends Where There were Strangers
An REtechSouth Re-cap on Using Online Tools to Build Offline Relationships With Clients
I admit that I approached REtechSouth with an air of healthy skepticism. After all, I like to think of myself as a “people person,” and in the past, I’ve often been left feeling cold by online networking that didn’t really seem to connect on a personal level. Imagine my amazement and relief then when Jeff Turner took the Main Stage and declared that the “computer is a moron,” and that information-gathering without an overt human connection is essentially worthless. My guard relaxed instantly as I realized, “This man just might be my champion.” Jeff grasps the underlying need to stay informed, entertained, and connected while doing business, and he stresses the significance of storytelling as a means to establish a necessary common ground between people. “Think about the best presenters, ” says Jeff. “They engage by bringing their own experience and personality to a topic. They don’t just spout facts. Think about the most interesting people at a party. They are great story tellers. We are pulled toward them. So, the focus has to be on You Engaging Others – YEO. We all need to get better at storytelling if we truly want to engage others.”
Similarly refreshing, speakers Andy Kaufman and Ines Hegedus-Garcia emphasized the need to incorporate the use of “social objects” into everyday interactions. A short-cut to getting personal quickly, social objects are sharing devices that hook the attention of the people with whom you want to connect. As an example, Andy revealed Akoha cards as a genius way to spark immediate interest in people that you want to get to know better. With the company tagline of “Come Play it Forward,” Akoha cards challenge users to complete missions of simple kindness such as giving someone your favorite book, inviting friends for drinks, or buying a friend some chocolate. A compelling way to not only make outstanding first impressions on potential clients, the cards ultimately serve as a way for Andy to build actual bonds with would-be friends. Ines uses a similar method of public outreach with one of the most sought-after search terms in the internet-cloud over Miami: the mojito. A coveted rum and mint concoction that Ines systematically seeks outs, tests, and reviews via video blog, the mojito has become a human interest magnet for which she has become a cult classic in social media circles (as well as with anyone searching for a place with great mojitos.) One might wonder how the use of these “social objects” might attract actual clients, and the answer is proven by the simple fact that the beginning of all ideal relationships, in business or otherwise, originate from two things: a mutual interest and a mutual kindness.
Taking the Final Social Media Leap
Overcoming the Fear of “Putting Yourself Out There”
Ultimately, I came away from REtechSouth with perhaps the most important social media secret of all: the fear of “getting personal” will eventually hold you back. The success of social media platforms to boost business remains contingent upon the release of the pre-programmed notion to which many still subscribe that mixing a business life and social life has to be a dangerous, detrimental thing. Dave Jenks advised that “putting yourself out there” and allowing for a little vulnerability is actually one of the best ways to build confidence in the people you’re doing business with. Dave’s advice to “embrace the overwhelm” that creeps in when we fear that we may be sharing too much of overselves is key to rise above any nagging insecurites we may have about sharing our individual truths. You will “get paid for wisdom,” Dave acknowledged at REtechSouth, and I know that this “wisdom” is won only by consistently and courageously putting myself on the line both online and off.
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