Enterprise Social Media – The Bar Analogy

A complete stranger rudely interrupts them and tries to sell them double glazing and they quite rightly say 'no thanks mate'.That is what most companies are doing online via social media, they find the people they want, they interrupt them and say, 'Do you want to buy some stuff?' or 'Do you want a job?'. It's not good etiquette offline and it's not good etiquette on social media.

Alternatively if that same person had listened to what those two guys were talking about and then politely interrupted them and added value to the conversation along the lines of: 'Did you see that tackle by Sam Warburton v France, do you think it should have been a red card?'

Having been relevant and having added value to the conversation the three guys will probably have a good chat and five minutes later the two guys at the bar won't be able to help themselves but ask the question 'So what do you do?' At this point if the guy says 'I sell double glazing', then the attitude of the other two should now be totally different and they will probably suggest friends of theirs in the construction industry for him to meet or friends who might need to buy some double glazing or they may even require some themselves.

Similarly companies who add relevant value to online conversations earn the right to talk business and build relationships.

Companies need to learn that the rules online in social media are social rules of engagement and they are not that different to the rules of engagement in our social lives. As a rule of thumb if it's not cool offline then the chances are that it's not cool on social media.

Let me know your thoughts @ColmHannon