Business-Building Action from Terry Brock
[Note: Be sure to catch the MP3 audio enhanced version of this. Scroll to the bottom of the post and you can listen to it streaming or download as MP3 to listen on your favorite device. Enjoy!]
Activities don’t matter by themselves.
Results matter.
Losers like to engage in feel-good activities. They think that they are “doing something” and that is the final goal. They (erroneously) think that just by
checking email, sending a few Twitter Tweets, posting a message or two or saying “Hey!” to some friends on LinkedIn, they are getting results.
Nothing could be further from the truth.
In Social Media — just like everything else in life — what matters is not the activity, or even the effort expended. What matters always is getting the results you need.
This is a principle that works in Social Media just like it did throughout human history. Today, it translates to Social Media when you get results. In business school they told us that “results” meant generating a profit.
Bottom line, sparky, that’s what it is all about in business!
Yes, people matter. Yes, connecting with people is more important than anything. However, if you’re flying a plane, your number one mission is to make sure that the plane arrives at the destination safely. Holding hands, singing “Kumbaya” and smiling are nice, but let’s get the plane safely on the ground!
In business we have to always focus on generating the results needed.
The other day I was talking to a Social Media guru about Klout score. Klout is a way to quantitatively measure how much influence someone has. Objectively, it is a very important number and yes, many business decisions are made about it.
As I was talking with this Social Media expert, she told about how you can do certain things to increase that score. After a few comments, I asked, “That’s nice, but how is that going to translate into money in the bank?”
I believe that today, Klout score is directly related to money in the bank for many professions — not all, but for many. Successful entrepreneurs today have to be very careful to not get caught up in the activities that might help lead to an activity which could lead to an activity that might, perhaps, someday make some money.
Sometimes you’re better off making a personal phone call or in-person visit to a key prospect or customer rather than just sending a Tweet. Other times, you’re better off sending a compelling, business-building post to 2,000 friends on Facebook who might do business with you, than attending another “networking” lunch that leads nowhere.
There is no cut-and-dried answer for every circumstance. Sorry. I wish it was easier. You have to think. You have to use judgement.
But whatever you do, in Social Media or any other area of life, first determine what your ultimate goals are. Then craft your plan with activities that will achieve those goals. Execute with brilliant efficiency on those plans. Keep track of the results you get and measure them against your ultimate goals.
Social Media is powerful and is where successful business people play today. Use the tools. Have fun. Just always remember that you are focused on results-driven achievements rather than tension-relieving activities.
That can not only boost your Klout score, but also make for a much better bottom line.
Terry Brock helps organizations achieve their goals through his professional speaking, coaching and writing. He is a member of the Professional Speaker Hall of Fame and Immediate Past Editor-in-Chief of AT&T’s Networking Exchange Blog. Contact him for a no-charge review of what your organization can do to use Social Media and other tools to boost profits and productivity. @TerryBrock on Twitter, www.TerryBrock.com
