The Value of Social Influence, Part III: 7 Qualities of Influence

Nov 11, 2011     No Comments    Posted under: Journal, Online Ethos

You’ve been thinking about your social influence and planned your strategic social media strategy. Now what? It’s time to take a critical look at your social presence. Answer these 7 questions about your organizations online presence. If you can answer “yes” to everything with confidence, you deserve a pat on the back. Keep it up! Keep asking these questions periodically.  If you answer “no”, it might be time to evaluate your social media strategy.

1. Are you transparent?
   You’ll answer yes if you know that your organization is firmly grounded in its cultural identity, organizational goals and mission and you communicate these goals and identity to your audience. If disagreement occurs you are willing to have an open dialog about the differences between their perception and your reality.  You are honest about your mistakes and listen to your audience because you recognize your audience is your biggest advocate.
2. Do you value your connections?
   You will answer yes if you spend a fair amount of time nurturing relationships. You respond to questions, ask your community to share their experience and participate in your organizational culture. In essence, you invite your audience into your inner circle both online and off. You know your attention to this will help spread the “good word” about your organization.
3. Are you comfortable with the tools?
   You will answer yes if you know the positives and negatives of the tools you choose to use (blogging software, Facebook, Twitter, Ning, etc.) You understand privacy considerations and trends and react accordingly. You understand what’s happening in each social ecosystem and are able to facilitate two-way conversations with ease and help your communications evolve with your audience and organization needs on each system.
4. Are you part of an networked ecosystem?
   You will answer yes if you know you are a part of something bigger. You are not trying to take on every social medium, or respond to every trend. Instead you are aware of your goals and strategy and consider them with each new decision about content or new social networks to participate in.
5. Are you courageous?
   You will answer yes if you are not afraid of “losing control of the message”. You don’t worry that your ideas might be borrowed. Instead you know the wisdom and passion of your audience can have an infinitely greater impact than you or your staff.
6. Are you trusting?
   You will answer yes if you focus on giving your audience the tools they need to support you instead of enforcing copyright laws, policies, and rules. You do this because you trust your audience to make good decisions on behalf of your organization.
7. Are you adventurous?
   You will answer yes if your organization understands the power that social networks have in the lives of your audience because you use the tools yourself. You don’t rely on only the IT or marketing folks to use social media tools. You roll up your sleeves and get involved.

This article is part of a three part series on social influence (Part I and Part II) designed to help small businesses and organizations think strategically about their use of social media.  If you are looking for a more in depth conversation about shaping your social influence, let’s talk.

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