Being known as an early adopter and practitioner of social media strategies and tactics usually means you constantly get asked this question: “What is your favorite social network?”
My answer never wavers: “A table and two chairs.”
Which is sometimes followed by: “A tableandtwochairs.com?” No. A physical table with real chairs – a space where you can actually connect with human beings fact-to-face – the only way to truly get to know each other and establish a meaningful connection. Meaningful being the key word here.
Now, as a social media innovator and a hyper-networker, I will be the first one to tell you that the digital revolution made the world smaller. It made it easier to connect… or, rather, take that first step towards connecting with someone. But as a marketer and a brand strategist I can also tell you that 90% of word-of-mouth still happens offline (source: Keller Fay Group). And, whether you are a person or a brand, to truly build long-lasting personal relationship with another person or a brand advocate you need way more than just a couple of tweets and a LinkedIn connection request.
We are enamored with technologies. And there are some good reasons to be. But it is just human nature: to build a meaningful relationship you have to find the spark (something that connects you), you have to see someone’s expression when you talk to them, you have to build trust. You can’t build trust without sitting down across from each other.
We need to stop hoping that technologies will perform miracles for us! If you want to build your network, if you want to find people you have common passions with, if you want to grow your business – you HAVE to get out there and meet people! No more excuses! No more hopes that Twitter or Facebook or LinkedIn will do it for you!
Dr. Albert Mehrabian, author of Silent Messages, conducted several studies on nonverbal communication and found that only 7% of any message is conveyed through words, whereas 38% is conveyed through certain vocal elements and 55% through nonverbal elements (facial expressions, gestures, posture, etc.). Non-verbal elements of communication are that critical!
Now, I love social media! It allows me to keep in touch with hundreds of people around the world in a more efficient and interactive way. It is not only great for keeping up with your current network, but for initiating new connections. I’ve met a lot of fascinating people through Twitter, some of whom are now my real-life friends. But you have to remember this: people do business with people, not with technology.
That’s what Joanne S. Black says in her latest book “Pick up the Damn Phone! How People, Not Technology, Seal the Deal.” The book is geared towards business and sales people. But in life, each one of us is a sales person – whether we promote our business, our product, or ourselves.
She is spot on in pointing out that: “We are a face-to-face species, one that thrives on interpersonal communication and being in the presence of like-minded individuals working together for a common goal. Email, texting, social networking – these certainly have a place in business today, but none of them replaces the power of an in-person connection.” She then states: “The most powerful tool in your sale toolbox is still you!” While people like the excitement of high-tech, they don’t like being treated like a number. If people don’t like you or feel comfortable with you, they won’t do business with you. As simple as that!
Relationships is how the deals get done in this world. Reputation and trust is the currency that not only fuels long-term relationships, but the overall success of any venture. It’s what sparks word-of-mouth. It’s what brings opportunities. It’s the only thing that matters in the end. It’s common sense.
So step away from the keyboard! Set up lunch with people you want to know better. Go see your current or prospective clients face-to-face on a regular basis. And by the way, if you think that’s expensive, think again! It’ll cost you if you don’t. Create a special personal “networking budget” where you allow yourself to fly up and finally meet people you always thought were fascinating. A day from now, a year from now, or ten years from now you will be glad you did!
Do you agree?
Originally posted in Forbes2020