Social Selling: How Much is Too Much?
Have you been under pressure or hearing more about interacting on-line with your professional network? No doubt over the last few months, as we have all spent time away from offices, we are trying to get creative to connect with our customers. Email boxes are filling up and we are on video calls so much we don't have time to respond.
Enter social media platforms like LinkedIn where...if you are like me...you are surfing through your social feeds to catch up on what you missed or find inspiration as a break from work. It is in those moments in between that we have an opportunity to show up like an old friend. It is a chance to deliver value, and potentially instigate a conversation with someone, just as if we had popped by their desk unannounced to say hi!
What Day(s) of the Week Get the Most Visibility?
Is there a Time of Day That Customers are More Likely To See My Content?
As I talk to my network and groups about leveraging LinkedIn to post information, comment, like or share content, one of the most frequent questions I get asked is...
How Much is Too Much?
So let's explore a little further with some fast facts
LinkedIn now has over 660+ million members. (70% of LinkedIn’s users are outside the United States)
40% of monthly active users use LinkedIn daily
LinkedIn is used sparingly, so you only have a few minutes to make an impact. Users on average only spend about 17 minutes per month on LinkedIn
Here are some unscientific observations:
Even with the time I spend on the platform I often miss posts from my network (it passes me by when I'm not looking). If someone else likes or comments on a post - I might catch it a day or two later
Not as many people share their voice as I would like. I am humbled to know so many smart, capable, experienced, and accomplished individuals that often don't share content or interact with it. It is ok to be a consumer but those that do post need feedback on what is making a difference
We are often far too wrapped up in ourselves and our insecurities to really put things in perspective. Just because we post something once or we are interacting with content we think EVERYONE is seeing it and paying attention. We think "I'm showing up too much!" In reality everyone else is focused on how THEY are viewed for their activity (or lack thereof) and grateful that YOU are providing valuable content that inspires them!
A Few Dos and Don'ts to Avoid the "Too Much" Fatigue
DO Diversify YOUR Content - Mix things up with Industry Articles, Company Products, Pictures, Video etc...
DON'T Be exclusively ALL In ALL the Time on Your Company Products and Content. If you only post company sanctioned information your network may find that "TOO MUCH". People do business with people so they are looking for more than just all product information all the time.
DO Personalize YOUR Posts! Your network is most likely connected to many people in your company and may see the same posts several times all at once. To set yourself apart be sure to customize the post and put your own spin on it.
DON'T Just reach out and interact with your network when YOU need something. Too often people interact only with those they view as influential (C-Suite) or to try and sell something. Build relationships at all levels and not just to close an immediate sale.
DO find the days of the week and times that work best for you to post and interact on the platform. Pick your spots and when you do pop up no doubt your network will be happy to see you!
DO find time to comment on a post that you find interesting or thought provoking. If you aren't comfortable doing that DO send a message privately to the person. Say something like... "Hey - How are YOU? Saw your post and it prompted me to check in. All ok? Anything I can do to help?" It gives you a chance to continue to build your personal relationships in a moment when that contact is top of mind.
In Closing...
Have NO FEAR! There is no such thing as too much of a good thing. Think about the people in your professional network that are posting content and how it makes you feel when you read or see something that inspires you or makes you think! YOU can be that somebody to someone else too!
Leadership Questions of the Week for YOU:
Are YOU suffering from the worry of "How much is too much?"?
What advice do YOU have for those who are scared they will be judged for showing up too much?
Do you think more of us SHOULD think about how much we are posting and dial it back? Is it just the sheer volume or is it that you don't see enough content you find valuable?
What DOs and DON'Ts resonated with you? What would you add or remove?
Would you consider yourself to be more of a consumer of content, a producer of content or a good mix of both?
Of the stats and fast facts above what surprised you the most and does it help shift your thinking about posting or interacting more?
Thanks for reading and remember…YOU make a difference!
Please continue the conversation by liking…commenting or sharing this article. You can also follow me on twitter @marciedwhite
