While it’s important to foster strong relationships online through social media, it may be even more important to transition those online connections to offline. Your ultimate goal should be to find and research affluent connections, cultivate a friendship that will lead to more face-to-face interaction. Social media does not change that; instead, it is a competitive advantage that can be used as a communication tool to help build that network.
I really liked this article from WealthManagement.com. The author offers great suggestions for directing conversations toward offline connections.
Please note: I derived the action steps exactly from the original text as these are great suggestions for future interaction on social media.
Quality vs. quantity
There are two approaches to online networking. Quantity is key if you purely want to grow your numbers. While a lot followers and likes is important, we more-so value quality. It’s much more rewarding to advance personal connection through relationship marketing. Focus on building a few relationships at a time and strengthen existing connections.
Action step: Connect with all clients, prospects, and centers of influence (COIs) on social media.
Use intelligence to build rapport
Use social media as another component of your relationship management strategy, suggests the author. Use LinkedIn and Twitter to start conversations in an effort to learn more about clients and prospects. By managing your relationship on a personal level, you will have the opportunity to gather additional information. Use LinkedIn and Twitter, in addition to Google and Internet searches, in your research.
Action Step: Before your next meeting, identify a topic you can bring up in conversation based on the information you’ve gathered from their profile, post, or comment.
Now that you’ve established the personal element, be pro-active by engaging with a business focus. The author suggests asking your connections if there is anything in particular they’d like to see you post more about.
Action step: Contact three clients you are connected with on LinkedIn and have a value proposition conversation.
Get personally Introduced
If you notice that a potential client or a target connection has a mutual friend, see if you can be personally introduced by the mutual party. You can either do this personally via phone call or in-person, or LinkedIn offers a feature called “Get Introduced” for meeting new connections.
Action step: Ask for one LinkedIn personal introduction a week.
Use LinkedIn as an excuse to get face-to-face with prospects
LinkedIn is a great conversation starter and the perfect opportunity to take the next step with a phone call. The author suggests saying something like: “Knowing everyone personally in my LinkedIn network is important to me.”
Action step: Contact two LinkedIn COIs/prospect connections a week and use the LinkedIn excuse for getting together.