I guess the stars were simply aligned. The last week of January this year (yes, I know I’m way behind here), three different network marketers on three different occasions asked me how they should be using social media to help grow their personal business.
You have to understand this is the equivalent of the high lob in a game of ping-pong for me. You know, when your opponent just serves one up, slow and high. Your eyes get huge and you start licking your chops, knowing you are about to bring the thunder.
The first time around, I gave my friend a few tips, asked a few questions, and told him I’d follow up with him. Then I tweeted out the question to my follower, hoping I’d get some good responses from other direct sellers.
I was shocked when the main response I got was from my web buddy and pharma marketing wizard Steve Woodruff, who disappointingly, and accurately, put it this way:
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Network marketers already have a bad reputation. However, social media and network marketing should go together like peanut butter and jelly. Sadly, Steve is right. Most network marketers that I follow are completely repeating the sins of the father.
So with that disappointing crowd-sourcing experiment behind me, I’ve since spent a lot of time thinking about how to right the wrongs of what many direct sellers are doing online today.
How Network Marketers Should Use Social Media
- Use social media for reasons other than business.
- Make connections, not contacts.
- Drop hints, not bombs.
- Log off and go old school.
I think what drives me crazier than anything is when network marketers ask me how to get on Facebook. When I ask why they wanna be on there, they tell me to help build their business. People, just like Steve tweeted, stay away from social media if this is your only intention. It won’t work for you, and your time will be better spent doing, well, something else. However, if you already have a Facebook account for just connecting with friends and fam, then there’s ways you can leverage it.
Network marketing that works is based on leveraging connections. The good ones know how to make lots of contacts. The great ones make lots of connections. Same thing goes for social media. The good news for network marketers is that all the training you’ve received for your business applies directly to how to best use this new medium. Ask questions, make comments and “speak to their listening.” Give people reasons to pay attention to you, rather than ignore you.
No one logs on to Facebook so they can read “DON’T MISS TONIGHT’S ONE-IN-A-LIFETIME CONFERENCE CALL” in all caps. Stop using social media to accomplish your goals, and rather concentrate on ways to make your connections glad they’re connected to you. And as you do, and without forgetting points #1 and #2 here, drop hints about your business. Instead of shouting that there’s still space at your mixer tonight, mention that you’re tidying up the house before eight ladies come over for a fun makeover. Rather than get all spammy with your “Brand X helped me lose 10 pounds – ask me how,” just mention that you’re chugging your Brand X shake to start a big day. Positioning is everything. Over time, people will at the least be aware of what you do, and when and if they’re interested in it, they’ll ask. (Especially if you’ve done you’re homework on making connections, cuz you’ll be so approachable)
I’ve been working on the corporate side of direct sales since 2002, and I have never, EVER met a long-term successful network marketer who does it all online. If you’ve never read my mantra on the greatest feature of direct sales, read it now. The point here is that social media is a means to an end only. In other words, it should help introduce YOU to more people; it shouldn’t replace YOU. The “direct” part of “direct selling” is the key. So leave the house, get off the computer and enjoy being a human.
What would you add? What works for you?
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Glad you wrote this up, Brett. Your 4 points are dead on – use social networking to be a person, not a recruiter. And just to clarify – if you’re a regular human being using social networking to add value, and HAPPEN to be involved in network marketing – not a problem. If you’re looking to exploit social media to push your network marketing agenda – see ya later.
Great article, Brett! On #4, at some point you need to make human contact i.e. if you can’t meet in person because it’s geographically impossible, you need to pick up the phone and talk like real humans.
From one of my heroes, Tom Peters, every business has always been about and will always be about people and relationships. Social media and “new marketing” is a platform and quite effective in expanding your contact base, making contacts, but ultimately how you sponsor a new recruit is about you.
Online networking is just like networking in person and what you do with that business card is another story
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Janette Stoll