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Penny Power, founder of Ecademy and author of Know Me, Like Me, Follow Me: What Online Social Networking Means for You and Your Business explains why trust is key to a successful social marketing strategy:

Social networks are about building friendships, building trust, getting people to like you, getting people to understand you. If you come into social networks with that sort of very controlling attitude of I've got to achieve a sale and you communicate driven by marketing your business and achieving your sale, you put people off. Because that would be no different to moving into a nice little village or town and standing on a bus or in the pub and saying to everyone, let me tell you what I do. I'm brilliant at this. And forgetting that you should just sit at the barstool and one-by-one meet people in your village and build trust over time. Because when you do that, you build advocates. And I would say an advocate of your business is more than ten clients to you as an individual, because somebody who's going to advocate you becomes very viral. And if you have people liking you inside a social network, your business will grow. It's like having a virtual sales team that you're not having to pay. Because they just trust you and they want you to be successful.

But you have to have patience. You have to start very carefully and build trust and build friendships. And that's why they're fantastic places. Because if you get a lot of people getting on and being very friendly to one another, then you know how to find the answers you need from that network of people. And so you have to remember that social networks are called social for a reason. And business happens, and it happens fantastically once you grasp that.

 

 

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