Posted by Frank Reed

What happens when someone is desperate? They will often hear what they WANT to hear rather than what was actually said. This happens in business all the time. It is happening at an alarming rate as it relates to the SMB (small and medium business) and social media.

What is being said by the people in the marketplace that actually understand social media (not the legions of so-called experts who are just desperate to make a buck) is that the correct use of social media provides opportunity, Notice the use of the word correct. Not just the use of social media but the CORRECT use of social media. Oh and it provides opportunity, not automatic sales and revenue.

It may even be more accurate to discuss the correct expectation of social media especially in times when SMB’s are squeezed with no credit and limited cash flow. Desperate times have caused many to hear that the use of social media will bring sales. That creates an unrealistic expectation that if you just engage in social media then you will see your business flourish. If only it were that easy. The truth is much more involved and actually has a potential downside. That’s right, I used the term ‘social media’ and ‘downside in the same sentence. How dare me!

I started thinking about this as it relates to the SMB marketplace after reading one sentence from Jon Swanson’s blog post from February of last year. Jon is a pastor of a Christian church and he is apparently very good at what he does. People like Chris Brogan recommend him even if there is no Christian side of their life. Swanson said the following about prayer but it applies perfectly to the plight of the SMB in the social media space.

Before any requests are made. Before any apologies are offered. Before any transactions are begun, relationship is established.

Amen, Jon. It is for this very reason that many small business people are being led astray by social media charlatans who tell them to ‘just do it’ and success will follow. That’s simply not true.

Putting yourself out there as a business in the social media space is the means and not the ends. If you are there to sell your service as your primary goal I can tell you right now you will have limited success. In addition, the success you do have will be short-lived when it is discovered that the transaction was your focus and not the relationship. Sounds mushy doesn’t it? It is and it is the truth.

So all of you ‘hard closers’ out there don’t get closed on the idea that just because you are participating in social media activities that your cash register will ring. Your desire to sell rather than build a relationship that may lead to a real sale will make you stick out like a sore thumb. If that happens you are done.

So for the SMB’s that are being bombarded with the message that social media will save the day for your business I ask you to be very cautious. Don’t buy the line that social media is a magic pill. The line you should be buying is that of Jon Swanson.

Before any requests are made. Before any apologies are offered. Before any transactions are begun, relationship is established.

Thanks, Jon, for the reminder.

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This entry was posted on Monday, January 11th, 2010 at 8:30 am and is filed under Brand, Promote. You can leave a response, or trackback from your own site.

About the Author: Frank Reed's blog Frank Thinking About Internet Marketing provides practical advice and insight for Internet marketers from local SMB's to Fortune 500's. Frank provides Internet marketing services through FT Internet Marketing, Inc. In addition, Frank is a regular contributor to Andy Beal's Marketing Pilgrim and Mike Moran's Biznology blogs.