Networking is the process of intentionally meeting people, making contacts, and forming relationships in hopes of gaining access to such business-related benefits as career advice, job leads, business referrals, useful information and ideas, and emotional support. For example, a small business owner's network might include clients, vendors, fellow members of trade or professional associations, bankers, accountants, professors at a local business school, friends who are employed in similar industries, and other small business owners. Each person that a small business owner adds to his or her network is at the center of their own network, so in actuality the network is expanded considerably with every new member. Ideally, networks serve both social and business functions and are mutually beneficial for their members. The relationships formed in networking help people create a larger world for themselves, with a variety of new relationships, opportunities, and resources.BENEFITS OF NETWORKING
In an article for the Training and Development Journal, Frank K. Sonnenberg identified three main benefits that accrue to those who practice effective networking: referrals, relationships, and leads. Referrals, which are particularly important in growing a small business, take many forms. For example, a satisfied client might suggest others who may need the company's products or services. Similarly, a network member who is familiar with the company's offerings might provide an endorsement or allow the small business owner to mention his or her name in marketing efforts. It is good networking practice and a matter of professional courtesy to thank the person who provided the referral and to keep them informed of the results of the new contact. In addition, it is important never to use someone as a referral without first securing their permission. If a referral does result in a new client relationship, care should be taken to provide the new client with the same level of product or service quality that was enjoyed by the one that gave the referral. Otherwise, the small business risks ruining both client relationships.
Another benefit of networking is establishing relationships, which can have a number of positive outcomes for small businesses. Forming a close relationship with a client, for example, might provide invaluable insight into their needs. In addition to giving the small business a good opportunity to promote or develop products and services to meet those needs, this insight might also help the small business owner to fix small problems before they escalate into large ones. The insights gained from one client can often be applied to other clients in order to improve those relationships. Close client relationships can also provide information about competitors, their relative strengths and weaknesses, and what it takes to stay ahead of them.
Finally, networking can be an excellent source of leads, whether on new business opportunities, new career options, or further networking possibilities. For example, the head of a construction company that is erecting an office building might share a network with an interior designer. When the building is close to completion, the head of the construction company might provide the interior designer with leads on the occupants of the building and their furnishing needs. In turn, the interior designer might alert a network contact who sells office supplies when the new occupants are preparing to move into the building.
FINDING NETWORKING OPPORTUNITIES
Opportunities for networking abound. One well-known example of a possible contact is the person occupying the next seat on an airplane. But it is possible to take a more organized approach. In an article for Entrepreneur, Leann Anderson outlined several strategies for finding networking opportunities. First, she suggested making a list of specific groups of people that would be helpful to know for business purposes, from potential customers to other small businesses that offer complementary products or services. Then it is necessary to identify where best to find them. Perhaps they are likely to participate in certain activities, belong to certain organizations, or frequent certain places or events. The final step is to become involved in those organizations or activities.
A variety of organizations exist that are dedicated to providing business networking opportunities, like industry trade associations or chambers of commerce. In addition to these traditional groups, which cater mostly to larger businesses, there are hundreds of smaller and more intimate networking groups for small business owners. "Networking groups, from nationwide organizations to single-chapter local outfits, bring together business owners on a regular, formal basis to promote one another's businesses, " Kathleen Less wrote in the Business Journal Serving Greater Sacramento. "The basic concept in all formal networking organizations is that members in a group of businesspeople, each in a different line of work, make referrals to each other from among their own friends, clients, and associates. They not only share customers, but develop a circle of businesses with which they do business and exchange expertise."
Some networking organizations target specific geographic areas or particular demographic groups or industries. For example, there are groups catering to women and minority business owners, and groups consisting of entrepreneurs who run home-based businesses. These small business-oriented groups allow entrepreneurs to form stronger ties with one another than they might be able to do in larger groups with less stable membership. Small business owners can build relationships, provide and receive advice and moral support, and exchange sales leads with fellow members.
An article in Business Week recommended that small business owners begin the process of choosing a networking organization by deciding what their own goals are. They might locate potential groups by talking to other business owners or searching on the Internet. Once an entrepreneur has found several potential networking organizations, the next step is to talk to members and sit in on a meeting or two before deciding whether to join and paying any related fees. Finally, it may be possible to form a new group if an appropriate one cannot be found. Les emphasized that networking organizations have a great deal to offer entrepreneurs: "For small business owners who have little chance to get out of the store or office and interact, networking organizations can offer the regular discipline of meeting with other businesspeople to share free advice and offer support."
GUIDELINES FOR ESTABLISHING AND MAINTAINING A SUCCESSFUL NETWORK
Successful networking involves making it a personal practice to view every situation—both inside and outside of the business environment—as an opportunity to meet new people. In an article for Manage, Anna Boe suggested several key points in adding a new acquaintance to the network. First, when meeting people, it is important not to be afraid of rejection, and not to take it personally when it occurs. Second, it is helpful to exchange names, occupations, and other pertinent information shortly after meeting someone new. The best way to strike up a conversation is usually to ask questions to draw people out and get them talking about themselves.
But simply meeting and exchanging information with another person is not enough. Networking is a long-term strategy—not one that should be pursued only when contacts are urgently needed—and networks must be continually formed and improved upon over time. It is important to keep in touch with new acquaintances and nurture the relationships. It is also helpful to grant favors warmly when they are requested, and to be flexible when asking others for their time, information, advice, or a referral. In addition, merely attending conferences or meetings is not enough to establish and maintain a strong network. Instead, it requires one-on-one time with other people. Another factor in establishing networks is to become an active rather than passive participant in associations, clubs, or groups.
Networking has its own rules of etiquette that must be followed if it is to be practiced successfully. Most importantly, networking should consist of give- and-take relationships. People who only want to do one or the other quickly lose members from their networks. Boe noted that giving should be its own reward, and that people who grant favors should avoid the temptation to keep score or expect an immediate favor in return. On the other hand, it is important to allow others an occasional opportunity to reciprocate, or else they will become hesitant to ask for help.
The other common-sense rules of etiquette for successful networking include not smothering people or wasting their time, calling on contacts at convenient times, being reasonable and considerate with requests, spreading requests around among various contacts, not making promises that cannot be kept, and not revealing sensitive information that may be acquired through network contacts. Finally, networking should not be equated with sales. Instead, it should be considered an information-gathering exercise that can eventually lead to new business opportunities.
Read more: http://www.referenceforbusiness.com/small/Mail-Op/Networking.html#ixzz4NQByCkKF
Network Etiquette Benefits
Knowing how to network effectively is one of the best ways to move your career forward. Making connections and being timely with thoughtful follow-through will prove to be well worth your time and effort. After experiencing the benefits of networking, you will no longer approach networking events with dread. Instead, you will be enthusiastic about the opportunity to meet new people and build meaningful relationships. I am sharing a few of my effective networking tips below…
1. Have the right attitude – Enter the networking event confidence and a positive attitude. Doing a quick mirror check and finishing a breath mint before walking through the door will also give you an added boost of confidence.
2. Savvy Networkers Set Goals – Decide in advance that you will meet three new contacts and reconnect with established clients. Make it a point to greet the host upon your arrival and take a quick glance around the room to look for people you do not yet know. A new client is only a handshake away.
3. Careful With the Buffet– I have said it before but it is worth repeating, “You are not there to eat!” Have a quick snack before you arrive so you won’t be tempted to overindulge. Hold your drink or plate in your left hand, but not both. Be prepared with your right hand to offer a friendly and firm greeting.
4. “On the right to follow the line of sight.” – Placing your nametag on the right side is the most desirable location. It allows the other person to easily glance at your name for a quick refresher.
5. Always Rise to the Occasion – Both men and women stand up for all introductions. Standing up shows respect for the other person and sends the message that you are interested in what they have to say. Do not worry if you neighbor does not stand up, it is not a contest and you are not trying to make them feel uncomfortable. If someone does not stand up, it is obvious he or she does not know and will not feel uncomfortable regardless.
6. Introduce Yourself with Your First and Last Name– Clearly state your first and last name as you extend your hand for a handshake. Saying only your first name devalues your professionalism. Forget someone’s name? This has happened to all of us. Simply say, “I am sorry, I have just gone blank. Would you please remind me of your name?” This is a much better option than just pretending to remember who he or she is with an awkward look on your face.
7. Speaking of Introductions… When making an introduction, always mention the client’s name first. A client takes precedence over a member of your own company, including the CEO.
8. Have conversation points prepared – The art of small talk can be especially beneficial in growing business relationships. Have a few questions ready so you will be ready to engage your next client. Steer clear of the not-so-safe topics including money, politics, religion, divorce and gossip.
9. Hand Out Business Cards with Discretion – Refrain from handing out business cards in the same manner you would offer free movie theatre tickets. Concentrate on making a favorable impression and rely on a business card for reinforcement.
9. Hand Out Business Cards with Discretion – Refrain from handing out business cards in the same manner you would offer free movie theatre tickets. Concentrate on making a favorable impression and rely on a business card for reinforcement.
10. Follow-up With New Contacts – A brief, handwritten note letting your new contact know how much you enjoyed meeting him or her is a gesture that will be appreciated and remembered well into the future. It is also a good opportunity to suggest a follow up meeting. An email is fine but a handwritten note is much more memorable. Why not do both?
Happy Networking!
How to Network with Polish: 10 Etiquette Tips to Effective Networking
Introduction
Some people argue that etiquette no longer matters, that the rules for good behavior are old-fashioned and out of date. However, good behavior and manners are never out of style. Etiquette, like all other cultural behaviors, evolves to match the times. Without etiquette, members of society would show far too much impatience and disrespect for one another, which would lead to insults, dishonesty, cheating, road rage, fist fights, and a rash of other unfortunate incidents.
Etiquette is merely a set of guidelines for politeness and good manners, the kindnesses with which we should always treat each other. It will always matter!
What Is Etiquette?
Etiquette, the complex network of rules that govern good behavior and our social and business interactions, is always evolving and changing as society changes. It
reflects our cultural norms, generally accepted ethical codes, and the rules of various groups we belong to.
It helps us show respect and consideration to others and makes others glad that we are with them. Without proper manners and etiquette, the customs of polite society would soon disappear and we would act more like animals and less like people. Aggressiveness and an "every man for himself" attitude would take the lead.
In earlier times, the rules of etiquette were used for two purposes: to remind people of their own status within society and to reinforce certain restrictions on individuals within that society.
In the Middle Ages and the Renaissance, for instance, etiquette dictated everything from how low a person of inferior rank had to bow to a person of higher rank to how long a man had to spend courting a woman before the two could marry.
Even the way a person mourned was strictly outlined by rules of etiquette until as recently as the Civil War era in the United States. Widows then were expected to dress in "widow's weeds," or completely black clothing and veils, for a full year after the death of a husband.
These types of rules in earlier society were usually determined by the ruling classes because they served the purpose of making them more secure in their roles as the rulers of society. By far, the most strenuously enforced rules of etiquette were tied to how one showed respect for the king and his highest ranking officials, such as dukes and princes. It reinforced their authority.
The rules of etiquette concerning marriage, mourning, and other major events of life largely applied only to the ruling classes or the wealthy. Peasants and workers, as long as they followed the rules of etiquette pertaining to respecting their superiors, were not expected to follow formalized rules of courtship; they tended to base their own "rules" of courtship on good manners and common sense.
Over the centuries, as society has become more democratic, etiquette has become an excellent combination of good manners, common sense, and rules of conduct that reflect cultural norms and the rules of our society as a whole rather than just one distinct group within it. It has less to do with the fashion of the moment or who is in power and more to do with putting others at ease and an ethical code of conduct.
Etiquette in Today's Society
Today's etiquette serves several important functions:
· Etiquette provides personal security. Knowing how to behave appropriately in a given situation makes you more comfortable.
· It protects the feelings of others. Proper etiquette requires that you make others comfortable and protect their feelings. You do not point out their errors or draw attention to their mistakes.
· It makes communication clearer. Etiquette enhances communication by breaking down barriers, not erecting them.
· It will enhance your status at work. In any working situation, you are perceived as more capable, more professional, and more intelligent if you are familiar with the proper code of conduct for the workplace.
· It makes good first impressions. The first five to seven seconds after you meet someone are crucial. Your first impression lingers in the other person's mind long after you are gone. If you use proper etiquette, that first impression will be a positive one.
· It protects the feelings of others. Proper etiquette requires that you make others comfortable and protect their feelings. You do not point out their errors or draw attention to their mistakes.
· It makes communication clearer. Etiquette enhances communication by breaking down barriers, not erecting them.
· It will enhance your status at work. In any working situation, you are perceived as more capable, more professional, and more intelligent if you are familiar with the proper code of conduct for the workplace.
· It makes good first impressions. The first five to seven seconds after you meet someone are crucial. Your first impression lingers in the other person's mind long after you are gone. If you use proper etiquette, that first impression will be a positive one.
Society and our culture are now changing so fast that it is hard for the rules of etiquette to keep up. As quickly as a book of etiquette is published, a new form of communication is developed or a new style of dating becomes all the rage and someone declares the latest etiquette book "hopelessly outdated." Keep in mind that etiquette is meant to be aguideline, not a set of strict rules carved in stone. Those guidelines are developed using common sense, a sense of fairness, politeness, and above all, consideration for others. If you let consideration for others be your final arbiter, you will be well on your way to being the kind of polite person who understands the rules of etiquette instinctively.
Etiquette Begins at Home
The reason many young people today do not know much about etiquette is because they never learned it at home--parents no longer directly teach children and teenagers etiquette. If you are reading this to learn more about proper manners and how to practice etiquette in public, your best bet is to start practicing it in private. It is difficult to switch on good behavior only when you feel like you "need to." In fact, we really should not be on our best behavior only around people we barely know or want to impress. Our best behavior should be for the people we love: our friends and family.
Therefore, practice the highest standards of etiquette at home. Be sure to be polite and kind toward your spouse, parents, and children, especially your children, so they will learn from example the proper way to treat other people. If they grow up with etiquette ingrained in them, they will find it easier to form lasting relationships, be successful in their jobs, and move through life as the kind of people others enjoy being around.
You also will find that etiquette becomes second nature to you rather than a set of rules, and your own life will be more pleasant. People respond positively to those who are nice to them and who treat them with respect. Proper etiquette guides you in how to do this without "missing something" because you simply were not aware that something you did or did not do might be offensive to the other person.
The Common Courtesies of Life
Want to learn more? Take an online course in Etiquette.
Introduction
Moving Through Your Day
Getting through the day can be rough for some of us. If you have a busy schedule, a grueling day at work, or one of your kids is sick, you may have a lot on your mind that puts you in a foul mood. The people around you may be feeling just as miserable, but you do not necessarily want their misery dumped on you, so do not share yours with them. Instead, take the time to be courteous and uphold the small courtesies of life, even when you feel like you would like to sock someone in the nose. Other people will feel better and so will you if you keep making the effort to be polite and share a brief smile or pleasantry.
From Here to There
Whether you are walking, taking a cab or using public transportation, you will interact with others while you go from point A to point B. Do not act like you are the only person on the sidewalk or road or assume you have the right of way in every situation. Etiquette calls for defensive driving and regard for the safety of others in every situation. · Pedestrians should never cross traffic against the traffic light. It insinuates you are above the law and have no regard for drivers on the road.
· When you are walking, do not avoid eye contact. Look at others and smile, giving them a brief nod. It may give them a pleasant start to their day. Do not stare; however, a brief glance and smile are friendly and appropriate without making the other person uncomfortable.
· Drivers should never use their car horn unless it is an emergency and they are trying to warn someone to get out of the way. When you honk at someone because you are irritated on a busy city street, you are not only bothering that person, you are annoying dozens of other people around you.
· If you tend to drive slowly, stay in the right lane. If you are in the left lane, you are not only being impolite, you are endangering other drivers who will have to weave in and out of lanes more to get past you.
If you use public transportation, keep in mind that the person driving is a professional and should be treated with respect. This person is also going to be holding your life in his or her hands for the duration of your travels in that vehicle, which is not something to be taken lightly.
· Always greet the driver when you get on a bus or into a taxi and thank the person when you leave.
· If you see someone running to catch the bus, let the bus driver know so that she or he can wait if possible.
· If you and another person get to a taxi at the same time, offer to share the ride with him or her. If you are not in a hurry and the other party is headed in the opposite direction, consider offering the person the taxi and hail another one for yourself.
· Any time you are riding on public transportation and see a person who may be uncomfortable standing for any length of time, offer that person your seat. This includes pregnant women, the elderly, anyone on crutches, the disabled, or the blind.
· Do not let your possessions infringe on others' personal space. If you get on public transportation with shopping bags, a brief case, or sample cases, do not put them on the seat next to you or set them in the aisle where others can trip over them. If you can, put them underneath the seat; if you cannot, hold them on your lap. Otherwise, hold everything as tightly to your sides as possible. Remember, buses and other transportation services are for people and are not meant to be your personal delivery service.
There are lots of places you may go during the course of your day, from restaurants to the dry cleaners. Treat every person you meet with the same amount of respect, regardless of where the person works. The days of courtesy being a product of the recipient's station in life are long gone. For one thing, you have no way of knowing if the person behind the counter is a recent high school graduate or holds a doctorate in nuclear physics. The world is changing rapidly and very few people are working in their chosen field. For another thing, everyone deserves courtesy and respect for doing his or her job; there is no dishonorable work.
· At the dry cleaners or any other service where you are picking up something you have left for cleaning or repairs, try to have your ticket or receipt. Yes, the employee can look up your name, but this takes longer and complicates matters. The receipt was given to you for a reason, and the staff will appreciate your having it ready.
· When a salesperson is helping you, be sure you are clear about what you want and ask for help with graciousness. Do not be patronizing or demanding. Remember that the person is helping you and offer thanks sincerely.
· Always be ready to pay when you reach the register. Digging for your wallet, checkbook, or credit card after you are informed of the amount of purchase tells a cashier and everyone behind you that you do not see anyone else's time as valuable. While your items are being scanned or before you approach the register if you are paying a restaurant tab, get your wallet or checkbook ready.
· If you have to move in front of others to get to your seats at a theater, face the people, not the stage or movie screen. They would much rather see your face than your butt. Remember to excuse yourself and apologize for the inconvenience.
· Grocery stores are for your convenience, but do not take advantage of the employees by putting back items in the wrong place, leaving carts in the parking lot, or other thoughtless gestures. It only takes a moment to put things back where they belong if you have decided you do not want them and to place a cart in the cart return. Employees waste time rounding up misplaced objects, and when your car is damaged by a cart in the parking lot, you will understand why the cart returns are there.
Restaurant Staff
Servers in restaurants are some of the most abused people in the service world, which is a real shame. These workers are on their feet for hours, serving several tables at the same time. Most of the time, they have memorized their establishment's menus and know each day's specials as well. They keep track of everyone's orders, check regularly to make sure customers have all they need, refill drinks, and generally try to keep customers happy; and they do all of this for less than minimum wage. They rely on tips for most of their income, so they make every effort to please their customers. Proper etiquette demands that you make the lives of servers as enjoyable and easy as possible by knowing how to interact with them properly.· Give your server your full attention when he or she is speaking at all times and do not carry on conversations when others at your table are ordering; it is rude and makes it difficult for your server to hear clearly in a noisy restaurant.
· Listen carefully when he or she is reviewing the specials and answering any questions so that your party will not have to ask for lots of repetitions.
· If your server introduces himself or herself to you by name, use that person's name when addressing him or her.
· It is not the waiter's fault if your order is prepared incorrectly; the server did not cook it. Keep this in mind when you ask the server to send it back to the kitchen.
· Never raise your voice, even if you are dissatisfied with your service. There is no reason to create a scene or humiliate your server in public. You can make your opinion known politely by speaking to him or her in an appropriate tone of voice. If you cannot reach a satisfactory resolution, ask to speak to a manager.
· The standard tip for good service is 15 percent to 20 percent for excellent service. If your service is less than adequate, you should tip 10 percent. Keep in mind that this is the bulk of your server's income.
The Sound of Silence
One of the most commonly ignored rules of etiquette today seems to be the rule that each individual deserves the dignity of a bit of peace and quiet. The old adage that "Silence is golden" still holds true, but people are increasingly ignoring it on subways, in parks, in restaurants, and even in work environments. The person sitting next to you or across from you does not want to be forcibly held hostage to whatever sounds you may be listening to or making.
Keep these etiquette tips in mind in order to respect other's "sound space."
· Do not use your MP3 player at such a volume that it can be heard beyond the range of your earphones whenever you are in public. The reason the device has earphones is to make listening a private endeavor.
· Remember that, while you may think your children's endless chatter is adorable, most strangers will not. They do not have any personal interest invested in your children and may want to take advantage of the spare moments on the train to take a quick nap. Keep your children engaged in a quiet conversation or activity.
· Cell phone conversations should be kept to an absolute minimum. No one else wants to hear the intimate details of your life. There will be more on cell phone etiquette in a later chapter.
· On tours, such as in museums, do not carry on conversations with a companion while the tour guide is talking. Not only is it disrespectful to the guide, it makes it difficult for those close to you to concentrate on what they are trying to hear.
· In theaters, do not carry on conversations or make comments during the show. No one paid to hear your opinions or commentary on the production. This includes anything you might feel like saying during the previews of movies. While you might not be interested in the previews, others may very much want to see them. During intermission, conversations should be carried on softly enough that others cannot overhear what you are saying unless they are part of the conversation.
The Little Things CountAn etiquette guide cannot address every possible situation you will face as you move through life. There are countless situations in life when you will have the opportunity to practice small kindnesses that will reveal your true character. Each little act may improve someone else's life a bit and that person may pass it on to someone else, so take the time to show kindness to strangers.
How? Open the door for someone weighted down by packages. Hold the elevator for someone who is running to catch it. Apologize to anyone you bump into. Offer your place in line to someone with just a few items. Help a co-worker who is behind on a project.
If each of us practices both the small and large gestures of etiquette every day to those around us that we barely know, the domino effect will quickly spread, making life much nicer for all of us.
The Importance of Etiquette
When Judith Martin first started her Miss Manners advice column in the 1970s, there was no such thing as blogs, forums or social media. So, when Judith made statements like: “You can deny all you want that there is etiquette, and a lot of people do in everyday life. But if you behave in a way that offends the people you're trying to deal with, they will stop dealing with you.” She was just thinking about the ways that people communicated in person or over the phone.
What do her comments mean in today’s online world? Is her philosophy still relevant? Absolutely!
If you’re open, honest and helpful online, people will come to respect you and you’ll have the opportunity to build long term relationships that in turn can lead to increased sales and increased loyalty. On the other hand, if you ignore social media or use it to simply broadcast information, what will happen? Nothing. You won’t have the opportunity to build deeper relationships with your customers. You won’t have the opportunity to wow your prospects. The scary part of nothing is that even though the inactivity will impact your bottom line, at the end of the day you’ll never know what customers you’re losing or what opportunities you’re missing as a result.
So, what are the most common mistakes being made today? Here’s what I see as the most common social media marketing techniques that Miss Manners would not approve of:
Overreliance on automation
On paper automation is a great thing and you can:
· Just set up a simple rule to thank everyone that mentions you
· Write a single canned response for all support inquiries
· Click once and watch as a single message goes out via Facebook, LinkedIn and Twitter
But when responding to inquiries or thanking your followers for sharing your content, why not take a couple seconds to recognize customers by name and what they said? When submitting to multiple channels, why not take a minute to ensure the message fits the medium? Make no mistake, you don’t want to continually reinvent the wheel and you should always automate tasks that don’t require human judgment, but be careful to not let automation take over your accounts.
Reposting content and begging for ReTweets
While estimates vary, it’s a well-known fact that 100% of your Tweets will not be read by 100% of your audience. In fact, many users of Twitter follow so many people that if they don’t happen to be online the very minute that you Tweet your content, they’ll never see it. Why not post every single Tweet at 9am, noon and 5pm to maximize your impact? Yes, there are people only on at 9am, but there are also people on at 9am noon and 5pm. Reposting key content is a valuable way to ensure its read but make sure you balance the need to increase your exposure with the risk of overexposure to your most loyal readers.
Unresponsiveness
When someone picks up the phone and calls you, even if they ask a stupid or incendiary question, do you simply hang up on them? Then why outright ignore the same person online?
While there’s a variety of ways inquiries can be addressed:
· A simple “thanks” or “we apologize for any inconvenience” can go a long way
· When it’s possible to quickly resolve the issue, don’t just tell them to “log a case” at 1-800-Not-Here. Do what you can to answer immediately or at the least pass start the ball rolling for them
· In some cases, if you’ve built a strong community, it’s best to let the question may just “answer itself”
· And, for common inquiries, sending along a link to your FAQ may be all it takes
Almost any response is better than no response and if you ignore a customer today they may just ignore you when it comes time to renew or increase their investment.
Excessive self-promotion
Despite what anyone else tells you, the ROI of social media is not measurable in dollars and cents. Unfortunately, many others, including a number of CEOs and CFOs that sign off on marketing’s budget think otherwise and there’s no shortage of reports to prove them right.
Most modern marketing ROI calculations go something like this:
· One Tweet = 100 clicks
· 100 clicks = 30 form completions
· 30 form completions = 10 sales ready leads
· 10 sales ready leads convert into 1 sale
So, if you want to maximize the ROI the logic is simple right? Clearly every Tweet must lead to a “contact us” form focused on a specific product you offer:
· Track the click, track the sale and you’ve proved the value of social media
· Fail to promote your offers, fail to link to your website and others with tracked links will show off a report proving they deserve credit for the increase in sales
At the end of the day, if you can connect the dots between social media and sales, by all means do so. But if you let ROI reporting drive the way that you approach social media you’ll be leaving money on the table and losing the opportunity to establish a more meaningful connection with your target audience.
Agree, disagree, questions?
Let me close by saying there’s exceptions to every rule, what works for me may not work for you and vice versa.
Social Media Etiquette: Good Behavior Has Its Benefits
If you do decide to inform someone of a mistake, point it out politely, and preferably by private email rather than in public. Give people the benefit of the doubt; assume they just don't know any better. And never be arrogant or self-righteous about it. Just as it's a law of nature that spelling flames always contain spelling errors, notes pointing out Netiquette violations are often examples of poor Netiquette.
Rule 10: Be forgiving of other people's mistakes
Knowing more than others, or having more power than they do, does not give you the right to take advantage of them. For example, sysadmins should never read private email.
Rule 9: Don't abuse your power
Unfortunately, a lot of people would. This topic actually rates a separate section. For now, here's a cautionary tale. I call it
The case of the snoopy foreign correspondent
In 1993, a highly regarded foreign correspondent in the Moscow bureau of the Los Angeles Times was caught reading his coworkers' email. His colleagues became suspicious when system records showed that someone had logged in to check their email at times when they knew they hadn't been near the computer. So they set up a sting operation. They planted false information in messages from another one of the paper's foreign bureaus. The reporter read the notes and later asked colleagues about the false information. Bingo! As a disciplinary measure, he was immediately reassigned to another position at the paper's Los Angeles bureau.
The moral: Failing to respect other people's privacy is not just bad Netiquette. It could also cost you your job.
