Boosting Your Sales With Social Networking
Updated 4/30/08
Everyone knows someone with a Facebook page. But how does the "solopreneur" use social networking tools like Facebook, Twitter, and LinkedIn to actually boost sales?
Jason Alba is the guy to ask. The Salt Lake City entrepreneur became an overnight expert on professional social networking when he lost his job. Laid off in January 2006, the former corporate general manager had an M.B.A. in his pocket and a lot of skills; he thought he'd find a job overnight. He was wrong. "I couldn't even strong-arm my way into an interview," he says.
So five months later, he launched JibberJobber.com, a site on which job seekers can manage their searches. To promote his site, he started using LinkedIn, but he got little out of it. Curious, and looking for a way to piggyback on the buzz LinkedIn was getting, he wrote a book called I'm on LinkedIn: Now What? Alba quickly followed that book with I'm on Facebook: Now What?
Magic. Not surprisingly, Alba has devised strategies for publicizing your business through social networking. On both LinkedIn and Facebook, he says, expand your network. You need at least 65 connections to make magic happen. On LinkedIn, ask questions. Every time you pose a query, Alba says, you're getting your name and your expertise in front of your connections and their networks as well.
Make sure, however, that your questions are thoughtful. "The dumbest question that I remember asking was 'How can I sell more books on Amazon?' " Alba recalls. "That question would have easily been flagged as spam. You have to be careful not to cross the netiquette line and make a sales pitch." Better was his query seeking input into a new JibberJobber feature. "I got input, but I was also preannouncing that feature," he says.
Finally, answer good questions. When your connections log in to LinkedIn, they'll see on their home page that you've answered a certain question. In this way, Alba advises, you're branding yourself and exposing your expertise to like-minded people.
On Facebook, get involved in a group related to your profession. Make comments, point to your blog posts—provide value. If you're really ambitious, Alba says, develop a small Facebook application that relates to your offerings. (That's how Lending Club, a person-to-person lending site with thousands of users, got its start.)
Finally, Alba tweets. No, that's not a euphemism—it's a new verb coined for the 140-character "microblogs" that users post on Twitter. As Alba talks to a reporter, he types into Twitter, "I'm getting interviewed for a magazine article."
While to some these tiny posts seem like noise, Alba says they're actually valuable not only for exposure but for news. "When the Minneapolis bridge collapsed, there was a huge Twitter storm, because you can tweet from your cellphone," he says. Less momentous but useful to Alba, his 373 followers—people who have chosen to watch Alba's comings and goings—now know that he's talking with a journalist.
Better yet, Alba uses Twitter to attract new readers to his blog: "Every time I post to my blog, I put the headline up on Twitter. It goes to 373 people who aren't reading my blog, and they'll click on that headline."
The result? Alba won't say how many registrants JibberJobber has or disclose the company's revenues. But he has received numerous requests for speaking engagements, his books are selling, and 500 people read his blog every day.
It's one heck of a lot better than being on the unemployment line.
Reader Comments
The Law of Reciprocity
One of the core values Jason brings to everything he does is generosity. Sure he's launched a business, and sure he wants it to succeed, but that never colors his interactions with others.
Jason is one of the most giving people I know -- he gives expertise, he connects people, he educates, and he is there with a quick tip or a deep-dig if you need help. (If you want to see examples of this in action, become a daily reader of his blog at www.jibberjobber.com.)
His "Now What? series is in part a result of his reaction to many of us in the careers industry telling him we needed something to educate ourselves and our clients on LinkedIn and Facebook. (Got a Twitter book coming, Jason??).
Anyone in career management or job search can take a lesson from Jason -- when giving freely, with no thought of reward, the rewards do come. Like any networking activity they may not come immediately, but they do come.
Jason is a true pioneer in the career space, and a heck of a great guy, too. It's great to see his work get this exposure and help people even more.
Linked In
Way to go Jason!
I met Jason at a Utah Networking event - he was busy teaching everyone the value of Linked In and other social networks.
Although not looking for a job at the moment Linked In has helped me gather hundreds of contacts with whom I have fostered partnerships of various types. Running an affiliate program I am always looking for new partners and Linked In sends them my way on a daily basis.
Next time I do look for a job it will be much easier having already built up a network that is readily available, knows who I am and my skills and have needs that I may be able to fill.
Social Networking is vital to anyone who wants to be a recognized leader in their field. Clearly Jason is a proven example of this.
Mark Olsen
Giving to Your Network
Congratulations, Jason! It’s terrific to see such great coverage!
I want to put a bit “ditto” on Deb’s comments (above). You are certainly a master when it comes to connecting! Not only do you reach out, both online and person to person, but you always follow networking’s Golden Rule: Give to your network. JibberJobber, both of your books, and countless other activities deliver great value to your audience.
Gee, I think I’m going to become your follower on Twitter…well, once I figure it out!
Anita Bruzzese
I think one of the things that I've come to appreciate most about you is that you're a lifelong learner. When you learn, you grow. You're always open to new ideas and always (always!) asking questions. Sure you don't want to join the journalism ranks?
Anita Bruzzese
Jason's Got it Figured Out
These social networking tools work for Jason because he uses them to build authentic relationships rather than just sell. His posts and tweets always add value and make you think. On top of that they connect you to him as a person, not just his business. Jason is proactively managing his business and his career with these tools and he's a great role model for anyone looking to do the same.
Jason Alba is a networking expert
I have been watching Jason's company develop and grow for the past two years. It has been amazing. Jason does have it figured out. He has an excellent daily blog and has learned how to connect with thousands of people. He has taught me a lot about the value of keeping your network alive and growing.
Great job Jason!
Hard Work and Giving Back
Jason was one of the first people I encountered on LinkedIn and he has been diligent and focussed which has allowed him to move ahead of the pack. Like a sports start who practices every day, Alba makes it a point to stretch his ":social media muscles.
LinkedIn and Facebook together are dynamic marketing tools and their are more coming.
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The value of Networking
Congratulations Jason.... An overnight success that was actually a lot of work on your part!! I've personally seen the value of LinkedIn and may be taking part in two joint ventures due to the connections I've made there. I now also moderate the group at http://www.opennetworkers.info/group/onEntrepreneurs and have blogged about the value of sites like LinkedIn and Ning at ourblog.iknowpeople.net. And thanks for turning me onto Twitter.
PS great pic!
May 06, 2008 00:00:28 AM [permalink] [report comment]