Brands Building Relationships on Facebook
Guest post by By B. Imei Hsu, RN,LMHC – Part two of a two part series on relationships and Facebook
Business Relationships, Leadership, and Facebook
Over the past two and a half years, Iʼve had the privilege of watching several brands rise in popularity and “Like”-ability on Facebook, including Popchips and the local restaurant Japonessa Sushi Cochina. While there are definitely elements of SEO, marketing, and PR principles to study and follow in learning how to “do” relationship on Facebook, the one principle I want you to understand is this: relationship is less about what you “do”, and more about who you “be”.
The most successful campaigns on Facebook are more about networking and friendship building than they are about sales and contracts. These brands become popular because the people behind them are often showing their face — that is, a real person — to the community by meeting with them, talking to them, sharing meals together, attending and supporting community events, and demonstrating how they connect to your community, workplace, home, and personal needs. They quickly establish themselves as a person you can relate to. They attend events so you can get to know them. They ask you what they think, and they respect your opinions.
Many of these small brands, like Daveʼs Killer Bread introduce you to leadership work they are doing in a variety of communities. Dave Dahl took time to do a short Youtube interview on what to eat, and handed me a coloring book for kids that his business designed. He took his story of drugs and incarceration, and transformed his business into healthy breads for kids and adults.
If Dahl had simply put his page on Facebook, it would be just a page, a “who cares?” blip. By connecting with people, they take interest in his story as much as he takes interest in yours, they check out his breads, and they join in the conversation about the bread. Dahlʼs company now has a substantive and growing following on several Social Media platforms. He claims he doesnʼt know much about Social Media, but he does know something about relating to people! He does what heʼs good at, and he has someone else manage the Social Media channels.
The take-away from this article isnʼt earth-shattering. Whether you use Facebook for personal or professional purposes, there are several simple rules that will help you be a relationship person rather than just a self-promoting bore:
1. Listen more than you share.
2. If you are trying to build relationships, get to know real people, and try to meet face-to-face as much as possible.
3. Acknowledge and appreciate. Saying “hello” and “thank you” still means something these days. Whenever I meet with someone, I ask if they have a public Facebook page or fan page, and I share something positive about the time spent with that person, his/her goals or ideas (with permission, of course!), and what I gained from having met the person.
4. Look for ways you can be of help. Instead of just promoting what youʼre about, look for what you can do or be to help the person youʼre talking to. You donʼt need to over-extend yourself, but it is a natural outgrowth of connecting and caring to ask what you can do to be a part of what matters to the other person.
5. Look for ways to promote others, and invite them to partake in something that makes good sense for them.
6. Loop back with every conversation on Facebook, and acknowledge, “like”, and otherwise indicate what you are thinking about the interactions of others.
7. It is entirely OK to hire someone else to run your Social Media presences for you. You do not have to do everything yourself; in fact, itʼs highly advisable that you do not.
Relating successfully on Facebook is less about technology and more about old- fashioned relationship skills enhanced through our computers and smart phones. While these tools and toys will always fascinate us, it will never fully replace the warmth of a handshake, the excitement of ideas shared over a cup of tea, or the congratulatory moment of cheers and beers as we share about our dreams.
B. Imei Hsu, is a nurse psychotherapist, cat lover, artist, and blogger. When sheʼs not running her private practice Seattle Direct Counseling, sheʼs goobing on her cats Lumi and Charles-Monet, spinning tunes as an iPad DJ, and writing her book, “Designing Your Practice: An Artistʼs Approach”. She lives in Seattle, WA.
Really great post! I have been considering lately how social media seems not to be very social, and this post has helped me understand that I’M the one responsible for making it more social if I want it to be.
Thank you very much!
I love how simply you summarized this Jackie. Yes, we need to be social on social media. Just like a relationship it is more important to give then to receive!!
Hi Jackie –
Thanks so much for reading my post on Michelle’s blog. You took the words right out of my mouth. Many of us are wondering where the “social” in “Social Media” is going, especially if conversations feel more like uni-directional monologues and Old Media-style op eds.
Perhaps it was also apropos in your response to capitalize I’M (as in IM = instant message). In interacting on Social Media, individuals own their power to message one another quickly about what matters most, and to build connections around subjects, activities, objects, etc.
I am also learning this lesson. If I wait around for someone else to make Social Media the “social” I want, I am not contributing my own part to shape our lives. If I lead by example, perhaps more will follow, and I have the pleasure in encouraging Social Media to be something that can positively enhance my life, not just something I “put up” with.
May the (Social) Force be with you!
– Imei
Based on what Dave’s Killer Bread does (love that bread) and even large corporations like Starbucks it is important to tell you story. Starbucks twitter account has a real person’s name and personality associated with it. Dave told his story. These brands relate to us on personal level. There are real people behind them.
On an unrelated note: I just saw Dave Dahl’s video today of him in a rock band! That man is so creative! He’s doing what he loves, he’s helping people, and he has help running his Social Media (he told me he doesn’t do it all himself) to express his views on bread, business, and community. I like that I “forget” about the branding, and just enjoy the story behind the bread while I chomp away on all that tasty fiber.
Imei