Why is social selling tough to define? For starters, it means different things to different roles in an organization. Generally...
Regardless of your role, social networks are a "new" place in which you can interact with your customer. Just like executives used to, and still do, form relationships on a golf course, social is like a golf & country club that 1) anyone can join and 2) has enough tee boxes for everyone in the world to play at the same time.
Replace "golf" above with "social" and you have a perspective from which to get started (and you might also be reminded of any social talk you've ever heard). If you consider "selling" as anything that leads to revenue, social selling is generating revenue on social. Whether it's a lead for marketing, an opportunity for sales, or a renewal from customer service, social is yet another place for customer interaction to occur.
So what is a good move on the "first hole"? Start the conversation by sharing something of value - something generically interesting but not salesy. Something that might elicit a response and spark the back and forth required to build rapport. Maybe a funny story, a news update, or an insight about something they might find interesting.
Once the conversation is started, then you are off to the races, and it's your decision about when to steer things toward business. Just remember, once you tee off you don't take a break until the 9th hole!
Still not sure where to begin, or don't think you have the time to regularly come up with something to share? Here's a simple way to find trending, interesting business content that you can post to LinkedIn and Twitter in one-click:
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