It is hard to believe, but people are still asking me if I think social networking is worth the time and money. Actually, there are people who are dogmatic that it is not for “my business”. Do you still use an outhouse? Oh, I get it, you still think and IBM Selectric with a built in correction ribbon is the hottest ticket.

Well for those people who are still not sure or not sure what to do, I have one thing to say – IT WORKS! But it takes strategy, effort and yes, time.

I am a perfect example of some who is using social media and networking and generating results. But I am expected to say that since helping companies to deploy social media is part of my business. So I would like to share with you a great example of how some else used social media to promote an event.

A colleague of mine Dr.Bill Saleebey just published his newest book called Connecting: Beyond the Name Tag.  It is a book about networking. Last week he threw a book signing event and it so happened we were having “storm of the century in Los Angeles” and Tornadoes in Orange County,

Unfortunately, I was not able to attend at the last moment (yes, I was one of those wimps who allow the weather to get in the way). So this post is not about the party, but about the success of the party and how Bill used social media as his primary method of promoting his event.

I ask Bill to share with me what he did to promote and hold his event so I could share it with you. I condense the content to the most pertinent points.

Me: Bill, when did you start promoting your event and which platforms did you use? And did you use one more than the other?

Bill: Thanks for your interest.  I used social media HEAVILY to promote my book launch from Day 1 of determining a date and location.  I used the following platforms in order of frequency: Facebook, LinkedIn, Twitter, Plaxo, My web sites

I also promoted through Provisors web site and Bruin Professionals BP Exchange. We did invitations through Facebook, Socializr, and Constant Contact.

Me: Did one platform perform better than others?

Bill: It all worked, but I’m not sure which specific platform was most effective.  I’m not sure Plaxo by itself did much.  Frankly, I’m not sure Twitter did much either.  Facebook was probably the most significant and effective platform.  Through FB I have really built relationships and gotten people to know me, like me, and be genuinely interested in my updates, my humor, my philosophical comments, and my AndyRooneyisms.

Me: There are some people who think social media is only for people who want to hide behind their computers and not meet people face to face. What do you think about that?

Bill: None of this would really be possible if I didn’t SHOW UP in person and build relationships day by day, person by person.  It is absolutely the combination and interaction of social media with face-to-face contact.  There is no way I could have drawn 150 people in absolutely dreadful weather without the personal touch.  Many people (and I mean many) have told me they wanted to come…BUT.  So they knew about it, and that is largely attributable to social media.

Me: You did not just rely on the social media sites to get your message out there. You also employed some good old fashion networking too. A few days before your event, you reached out to me and asked if I would share your event invitation with others. What prompted you to take this approach?

Bill: By tapping into other’s networks with which you have a positive relationship (like you) and asking them if they would be willing to plug event, reinforces my own campaign and widens the net.”

Me: It also helps me as one who promotes your event since I get my name out there associated with a very positive event, even thought it really helped you, I benefited too. Plus, it builds a little social capital. What were the results?

Bill: I had around 150 attendees in the pouring rain, and sold around 90 books.  Many people have commented on my social media presence.  That being said, I promoted heavily but not heavy-handed.  I also used an old sales approach in my campaign, of talking about the RAIN. Did I mention the rain?  Rather than ignoring the potential obstacle it posed for some people, I brought it out into the open and basically challenged the LA Wimps not to let a little dampness deter them from the party of the year. I really didn’t have ANY idea how many people or who would show up, but there is conclusive evidence that a large segment were there solely because of social media.

Me: Thank you Bill for sharing your success with us.  You illustrated how to use social media successfully to promote an event and to stay top of mind with your community.

It is important to understand it takes time to build up your social network and you will want to make sure you have a sufficient population of people who are part of your circle of influence. The reason why you should have a social media strategy is to be found.

If you have your own success story, please share it with me. I may just post it here and give you a free plug (link) or two!

Keep the conversation going.

Sincerely,

Robert S. Grossman
Chief Message Architect and Founder
Focus Creative Group