I really wish I were surprised by this, but I’m not. Social media marketers really want Facebook to be the next big get rich quick scheme. And it’s not. That’s because it’s not a sales funnel. It’s a lead nurturing tool.
Everything I do on social media has the ability to bring people to my website to learn more about me. All of my profiles are fully filled out and tell people that I run Yellow Dog Consulting with my yellow dog Norm. Now, not every social media post is about marketing or my business, but if they like something I say, they may just head over to my site to learn more about this twisted mind of mine. I don’t expect someone to see a tweet, come to my site and hire me. It hasn’t happened yet.
BUT, when I’m out networking I use social media in my follow up. I connect with everyone I meet on LinkedIn. I follow everyone who has their Twitter handle on their card. And I may even check out their Instagram to see if they’re as obsessed with something as I am (#mydailynorm). I might drop it after a week or two if I don’t love it, but more often than not, I start to engage with them. No sales. No obnoxious message. I’m just a real live person having a conversation with them.
In a few months I may see them at another networking event and we decide to get coffee. And when the time is right, maybe the hire me.
Social media isn’t about getting the sale, it’s about growing and nurturing the relationship. Becoming human so when the time comes, they know who you are.