Like Business, Social Media's Foundation is Trust

For more than 15 years I have played the role of chief rainmaker at Strategic Communications Group (Strategic). In that time, I have helped bring in over $10M in business from more than 100 clients.

Yet, I have never once sold anyone public relations or social media marketing. Yes…those are the services Strategic provides. However, in a business-to-business sales environment what I am ultimately selling is trust.

If I fail to connect with a potential client, it simply does not matter how wonderfully qualified Strategic may be to represent their interests. For a relationship to commence, a client must believe in our ability, and have faith and confidence in our commitment to their success.

This same “trust” must be present for a connection initiated in a social network to naturally migrate into a relationship with measurable business value.

Personally, I like to take ownership of the trust building process by making an investment of time and effort. I constantly identify opportunities to enhance the professional development and accomplishment of my portfolio of social media connections.

In turn, I am candid about my expectation that they do the same for me. Do they have ideas about how Strategic can run more efficiently? Can they refer me to potential clients? How about suggesting a possible new hire?

I’m always amused by those who claim their networking motives are merely altruistic. Charity is certainly admirable, yet in a business setting it comes off as disingenuous, thereby damaging credibility and trust.

GCN's Old School Journalist

Bill Jackson is refreshingly old school. The senior writer and “Cyber Eye” columnist for trade magazine Government Computer News considers his job well done when he produces a thorough and accurate article. Bill’s focus is his readers, and he takes pride in providing them with information, analysis and insight that helps them do their job better.

Unlike many influential journalists, Bill maintains cordial relationships with PR executives. It is all about the story for Bill and if an excellent idea originates from a public relations pitch than so be it.

With that in mind, Bill stopped by Strategic Communications Group’s (Strategic) office in January to visit with our staff. His 45 minute talk and Q&A session provided insight into how companies can effectively position their products and services for inclusion in his stories.

Here are a few of Bill’s suggestions:

-Read the publication. Know his areas of interest (communications, networking and security). And clearly explain how government customers benefit from using the product. Bill is amazed by the number of PR people who merely Email press releases with little thought to who they’re sending to.

-While Email is his preferred means of contact, Bill acknowledges he only opens about two percent of the 200 plus Emails he receives a day. Make the subject line interesting and get to the point quickly in the first few sentences of a pitch.

-A customer willing to talk on the record about how they use the product makes the story. Other sources Bill will consider for validation include industry analysts and recognized subject matter experts, such as BT Counterpane’s Bruce Schneier for issues related to network security.

-When it comes to an interview, his best advice is never make a comment you would not want to see in the magazine.

Interested in more insight from Bill’s visit to Strategic? Check out my colleague Chris Parente’s take in his “Work, Wine and Wheels” blog:

http://cparente.wordpress.com/2008/01/31/balancing-client-and-press/