Can you do it from scratch? Sure. But it’s going to take you a looooong time. Because it takes time to build influence. To be taken seriously. To be integrated into someone’s daily media consumption.
But there is a shortcut. And this is coming from me, the one who’s always telling you to avoid shortcuts and do the work.
What is it?
One of the reasons direct selling works is because we tap into our existing network (our warm market) to share our products and services. These people already know, like, and trust us, and so they’re a lot more willing to believe our product recommendations.
The same goes for social media.
If someone you know, like, and trust tells you to go and check out a blog or a Facebook Page, you’re a lot more likely to do so. The Page or blog owner will get a lot more traction that relying on “cold call” methods like advertising and such. Sure, they’ll build momentum eventually. But it’s a lot easier if your warm market helps you get the word out.
So when you launch any social media presence, or are trying to grow one, think about who you can tap to help you. Ask your personal friends, your neighbors, your existing customers. If you’re a direct sales company, show your salesforce how to spread the word. Have them help you get the word out, and give them the tools to do it (custom-written posts, links, etc.)
Sure, you’ll have to do the work of providing great content that will make your friends look good when they share it. But you don’t have to do this all alone.
Friends are important.