There is a famous book entitled “Give em the PICKLE!” written by Bob Farrell (how funny!). This is a great book on customer service, in fact I recommend you read it as soon as possible. “It is a teaching tool for management and employees alike to help them do the most important thing they can do in business…take care of the customer.” The premise of this training is that it is the little things (like an extra pickle with a meal ) that clings in the memory of a customer. The things that you do that are above and beyond, the things that are not sales driven or selfish but are merely acts of generosity if you will. Bob teaches that it is the “pickles” that you give away that get you the customer’s you keep for life.
Social media is also all about what you give to your audience. It is not about sales (even though under the surface the benefit may be sales) and it’s not about tooting your own horn (directly anyway). It is about providing great content which you write and which is written or provided by industry experts that you share selflessly. Why would you give away these valuable nuggets of information? That is not the right question that you should be asking. The right question is why wouldn’t you give it away? Giving away information, especially valuable information, pictures, articles, links, white papers, seminars etc. turns you into a resource for your customers. When you prove that you have valuable information to give to people the most amazing thing happens. People come back to your blog, website, Facebook page, Twitter page, YouTube channel and all the other social sites that you have created and they look for more ‘nuggets’. Not only do they look for more ‘nuggets’, they pass your previous ‘nuggets’ along to friends, family, co-workers etc. and as any of us who are old enough to remember it…”They tell two friends, and they tell two friends…”
THAT is how you build a following. Well it’s one way to build a following. There is an entire plan that you have to create and follow to make this all work but at the end of the day, it’s about what you share and the relationships you forge that will make or break you. So