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Before you charge off and create a lot of content for your new friends on LinkedIn, Facebook and Twitter, remember this is SOCIAL media-you must employ some etiquette and follow the ground rules. If you want people to follow you online, you have to be a true, heartfelt leader, so...
Don't preach! The users are in control, and they're sick of traditional ads and marketing. You can destroy your online reputation pretty quickly with self-serving posts, and without a good reputation, no one will listen to you.
Be authentic. Share enough personal information to make the story of your commitment to your cause engaging and credible. Let your altruism and values show. Let people know why you care enough to help them.
Establish credibility. Share your expertise and knowledge. Share how you've helped others. Share opportunities to learn and grow. Add value and new ideas to the conversation.
Build relationships. Be free with your complements and encouragement. Notice what individuals in your target community are doing and get involved if you can. Recommend your new friends whenever possible-they'll return the favor.
Be strategic. Lay out a strategy for achieving your goals and stick to it. Temptations to try fun applications will abound; don't waste your professional time on them. Choose your new friends carefully. You'll be judged by your associations.
Be consistent. Set aside regular times to participate in your new communities. Keep yourself visible. Make sure your message always aligns with your purpose, the clients you serve, and the vision your business is bringing to life.
These skills may be new to you, but they should seem familiar. Even though with social media you'll learn a new way of conversing and connecting, and find yourself in a world where news travels faster and in stranger ways than you can imagine, the reasons people gather around their common interests and causes hasn't changed at all. Show true leadership and they will follow you.
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