I have just been watching some great presentations by a man you may well have heard of, Gary Vaynerchuk - author of “Crush It” and “The Thank You Economy” – about how to market in the social age.
These talks are amazingly insightful and I would highly recommend them. In fact, I am going to buy both books to share around my office in London.
It got me thinking about a lot of things, but mainly about social media and how people are often solely interested or concerned with what they are going to say.
The most common thing an artist or a manager says to me when we discuss social media strategy is “What should I be saying and how often?” Should they be pushing out content, adverts, marketing emails, status updates, blogs, newsletters and should it be weekly, daily, or multiple times a day? Wow, I’m getting tired just thinking about it.
Now, I am being slightly tongue-in-cheek as content is of course an important part of any social strategy -content is still king!
However, Gary Vaynerchuk and his writing always reminds me that, as well as thinking about what to say and how to say it, we should be thinking about how to listen and how to collect and make sense of what we hear. This is as true for business as it is for any interaction in life. People can sometimes talk too much without really listening to what others are saying.
Have you ever used the search function on Twitter and searched your artist or label and looked at what people are saying? It’s amazing what you might find out.
Most of us tend to think first about what to say in those 140 characters. However, I would suggest that that the single most important function of Twitter is the ability to search what people are actually saying.
Listen first and then engage.