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The Power of Social Networking Groups

Written by: Jon Hansen

Article Overview: Paraphrasing the old saying, "if your audience won't come to the mountain (i.e. your web site, webinars etc.), then bring the mountain to the audience." What we are really talking about is meeting your audience where they are, at their computer at work and/or at home.

The Power of Social Networking Groups

An increasing number of companies are leveraging the growing influence of social networking, to quickly, affordably and professionally establish their presence in this important, new medium."

However, the question I am asked most frequently is why as a medium, is social networking and in particular the development and utilization of groups rapidly becoming the most important vehicle for both connecting and maintaining a meaningful dialogue with an organization's targeted market.

Paraphrasing the old saying, "if your audience won't come to the mountain (i.e. your web site, webinars etc.), then bring the mountain to the audience."

What we are really talking about is meeting your audience where they are, at their computer at work and/or at home.

As more individuals use the Internet as a primary means of communicating, learning and cultivating opportunities of interest, creating the widest possible net relative to capturing and maintaining their interest is crucial to standing out from the noise levels that drown out the ability to establish a rapport that can, and often does lead to tangible business results.

A properly created and effectively (re diligently) maintained group can establish your organization as the subject matter expert, and thereby become the "landing point" for reliable insight and understanding for your specific area of practice.

It can also provide you with a controlled or manageable medium for obtaining market feedback on your industry as a whole, as well as how your product or service is viewed in the general market.

Like some companies, you might be surprised to find that your perception of the products or services you offer are not in line with how they are perceived by your targeted prospects. In one example, the terminology used by one vendor to describe their service did not exactly align with the industry's understanding of the same term. Going beyond the "you say toe-may-toe, and I say to-ma-to" semantics of the old song, this sometimes subtle "disconnect" is the difference between a meaningful dialogue with the prospect versus being put in the unenviable position of having to either "translate or educate" them about your product or service. In even the best of economies the latter represents an uphill battle. In today's challenging climate establishing a productive rapport under this scenario is a virtual impossibility.

Groups ultimately create a desired point of common reference with your market that stimulates discussion and leads to a better understanding of why you represent the best solution or service in your area of practice. Or as illustrated by a phrase from a recent PI Blog post, "a senior executive once told me, if you can't explain what you do and why it should matter to me in the time it takes an elevator to go from the main floor to the executive suit then we have nothing to talk about," groups are the ultimate vehicle for consistently and repeatedly delivering sought after information in a concise, convenient and most importantly collaborative manner.

To brand, or not to brand?

One final point is to determine the level or degree of branding. Depending on the product or service, as well as the targeted market, a "strongly branded" group might be perceived as an infomercial. In this instance, it is far better to act as the host or facilitator of the group strategically introducing your value proposition as a part of the normal discourse or exchange of ideas amongst the group's membership. This is similar to the analogy about a young boy's pursuit of a butterfly. The harder he tried to catch the butterfly with his net, the more elusive it became. When he quietly sat down, and put himself in the proper position, the butterfly landed on his shoulder.

Should you wish to learn more about social networking groups, contact me directly through my bio.

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Article Tags: audience, insight, market feedback, meaningful dialogue, noise levels, perception, presence, prospects, semantics, social networking, subject matter expert, tangible business results, targeted market



Related Forum Posts
Re: How can a social networking site make serious money? - Hi There, It is quite interesting, that some Social Networking do produce an income. I think testimonials are always a benefit to share. See one below: This Social Network has changed my life! Every night is a Friday night and everyday is a Saturday!! Because of it, I have been able to leave the workforce 10 years early.It has given me back my life. Many of us would like to retire early. I am sure there are many more. The point is of focusing with great determination. The ongoing challenge is to stay focussed and not be sidetracked into a newer scheme or so. Also I have read, during this financial turmoil, more people turn to Social Networking for various reasons.
Re: Tactics for Blog Traffic - some more tips to drive traffic to blog or to promote a blog. Squidoo Lens Creation Hub Pages Creation Social Bookmarking (Digg, Delicious, Stumble, Reddit etc.) Be helpful in forums Social Networking (Facebook, Twitter, Myspace, LinkedIn etc.) syndication blog commenting (other blogs) Guest post
Re: On Which Social Media Sites Are You Most Active? - It's great to hear how you're using it Bill - the strength of Groups is discussion so for anybody who wants to primarily use it for discussions you should look at Groups. The limit I believe is 5,000 members. If you want to do anything other than discussions then you definitely want to set up a Page. Good luck everyone!
Re: UPDATES: New Campaign! New Layout! New Ideas! - GT - thanks for the FYI - I'm not sure if we'll put a link back. Something to consider though! Trent - the new category is "Social Network and Media" which was put in to compliment the Online Businesses category that currently exists. Overall the new categories are: - Looking For, Networking and Events - Review My... - Social Network and Media - Brags and Rants These came as a result of Ringo doing research on other forums and thinking about what could be improved on ours to give a better experience for everyone. I hope you enjoy them! David, I'm looking forward to reading your Brag / Rant!
Re: Simple Idea - Great Advice. - What your success stories on Social Networking for more contacts and connections? Do you have any good business books to suggest? I love the idea of connecting and sharing with other entrepreneurs. Thank you for your input!


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