This is the final of a four part interview with Paul Chaney, author of The Digital Handshake which was officially released on September 22. The book gets "two thumbs up" from me for its easy-to-digest, actionable steps for creating an effective social media strategy for your business.
Now for the last two questions for Paul Chaney...
What's your take on the personal vs. professional in the social media world? How much is too much when it comes to sharing personal information when you're using these tools for business?Every time I'm asked this question, I wonder how the person can see themselves being sub-divided into two parts, personal and professional. It's not possible. You are one person and you have interests that cross both boundaries.
I see no reason to hide or segment yourself in any respect. After all, people don't want to do business with businesses so much as they want to do business with people and preferably people they know and trust. The way that best happens is by letting them see you for who you are, with all your warts. It's okay for them to know you have a family, or that you like scuba-diving, or that you play Texas Hold 'em on Facebook. Heck, maybe they do as well, and that can become a crucial point of connection that leads to a business relationship being built.
(Of course, you understand my philosophy is anchored in the notion that you should never post anything online you don't want your mother to see, so I play it safe.)
What's your #1 piece of advice to a business owner or entrepreneur who is considering adding social media in their marketing mix?
You mean, other than buy my book, The Digital Handshake? :-) As Nike says, Just Do It! But, you don't have to do it all at once. Step into the water gradually and find what works for you. For some, Facebook will be the place they start. Others will find Twitter to be a useful tool. Of course, I always have to advocate for blogging. A well-written, frequently-update, keyword-optimized, topically-focused blog will elevate your rankings in Google and give your readers a reason to visit you again and again.
But, let me back up from there and say this... more important than anything is that you get an understanding of the philosophy of social media, the mindset, before you endeavor to use the tool set. Otherwise, all the tools in the world won't do you a bit of good (well, very little) until you get some social media DNA ingrained in you.
That's the problem I'm seeing now. So many use social media as if it's the same as any other form of marketing. For example, they follow you on Twitter and, out of courtesy, you follow them. The very next thing you know you're getting an auto-DM with some marketing pitch. That's not how social media marketing is done! Get an understanding of the foundational philosophy, then find the tools that are right for you.
Thanks Paul! If you missed the previous parts, here are the links:Read Paul Chaney's blog The Social Media Handyman, join The Digital Handshake Fan page, and follow Paul on twitter. And invest in The Digital Handshake...you'll be glad you did.The Digital Handshake - Interview with Paul Chaney (Part 1)
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