I've been helping a friend and neighbor implement a web-based construction management system from Co-construct, and luckily managed to get on the company's email list. In addition to suggestions on how to use their product, there was a valuable series on how to use social networking for business promotion.

The owner graciously allowed me to re-post one of them here. I think it's a great illustration of how to use social networking, and what not to do. Although I agree that social networking and advertising are very different, I do believe they can co-exist given the right platform and positioning. What are your thoughts?

(Shameless Plug: Co-construct does exactly what it says it does, is easy to use, and is the best value out there for custom home builders.)

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Fred,

I sat down this morning with a topic in mind for this
e-mail.

But before I got started, I logged onto a contractor's
forum and saw a new thread about social networking.

They were fired up. And then I was fired up.

And then I knew my original subject was out the window
(I'll send it to you in a few weeks, instead).

These guys in the forum, all presumably successful,
experienced contractors with solid businesses, were really
steamed over how social networking should be used in their
businesses.

The discussion even got nasty enough that the moderator had
to close it down.

So why a heated discussion?

Fear.

People are taking sides on how to use LinkedIn, Facebook,
and Twitter, and fear is driving a lot of the discussion --
fear of missing the boat AND fear of jumping in too fast (or
the wrong way) and damaging their businesses.

And, hey, I get it.

I own a business, too. That means that I'm the go-getting
entrepreneur on one hand, but have to be risk averse at the
same time.

As I read over the forum posts (which got locked down
before I could reply), it was clear to me why everyone
couldn't agree on the right approach. So, I'd like to share
with you the mindset that will keep you safe as you move
forward:

Social networking is NOT advertising.

If you think that it is, then you need to hold off on
trying to use social networking until you have a firm handle
on the difference.

Otherwise, you may pound your online reputation into the
ground.

Social networking is about being who you are. People see
that by your profile information, the online groups you
join, the links you post, and the comments you make.

Advertising, on the other hand, is about promoting what you
do or the business you own.

Obviously, what you do for a living influences who you are,
and therefore comes through in your profile, links,
comments, etc... And that's good. That's where social
networking helps your business -- in a "public relations"
type way, not in the sense of traditional advertising.

Let's say you're a high-end custom builder or remodeler.

If you participate in social networks by sharing your
expertise and by posting building-related information, then
you're going to help your business by virtue of who you are.
Most of the people in your network probably connected with
you knowing that you're a builder, so they're benefitting
from your involvement.

However, if you create a lame "fan page" on Facebook with a
bunch of blatantly self-promoting stuff that just sits there
and appears stale -- sure, you're likely going to harm your
image as an exclusive builder.

Do you feel the difference between the two approaches?

The first is how social networks naturally work.

The second is bad, non-value-adding advertising. And bad
advertising in any medium can hurt you.

Social networking is about positioning yourself as an
expert -- a resource of valuable information -- especially
for the "weak" connections in your network. There's nothing
cheesy or harmful about that.

Always focus on that goal, like we talked about in our
original 7-day guide for using social networking to grow
your business, and you'll be on the right path.

Sincerely,

Donny Wyatt

Co-construct -- Simplified selections, scheduling, & client
communication for builders of custom projects. Guaranteed.

http://www.co-construct.com
http://www.linkedin.com/in/donnywyatt

1814 Clay Dr Crozet, Virginia 22932 United States