What unwritten rules should I as a marketer be aware of as I enter social media (such as blogging, Facebook, etc.)? I obviously have an eye toward generating leads and building credibility, but I’m told it’s easy to alienate potential clients if they suspect a “hard sell.” How do I strike a balance?

###

Jay’s Answer: You actually mention two separate (but similar) goals: building credibility and generating leads.

To build credibility you need to show up online and keep showing up, answering questions (online, if you don’t post you’re invisible). When you do post, make sure that if you have resources to back up your position you provide them. This makes you stand out not just as someone who knows something, but is open enough to let the intelligent online reader decide for them self. Given all things equal, people purchase from those they trust. By posting online (networking in person), people can start to build that trust through your interactions.

To get leads, you need to either ask for them or give them a reason to contact you. When posting, if you have some information that’s more appropriate to discuss off-network, encourage the connection. If you have a report or article, offer that (as a bonus for opting-in your email list).

To make a transition from the social network to your website, create customized profile pages for each social media site you’re a member of. People that read your comments online might be curious about you, so instead of pointing them to your home page, point them to a page that talks about how you business fits into MySpace, or what you love about MySpace, etc.

You can’t sell something if you don’t know what people need. Listen, ask, and when the time is right, offer a solution to begin the sales process.