Read Online Crush It! by Gary Vaynerchuk - Free Book Online Page B
Authors: Gary Vaynerchuk
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trying to build brand equity, you don’t want to have to turn down your nineteen thousand pending friend requests,which would be bad business and also make you look like a jerk. Whoever heard of a business with a five-thousand-customer limit? Your fan page also allows you to e-mail everyone in one shot and allows people to interact with your page. If they join your page or post anything on it, it shows up on the newsfeed—“Gary Vaynerchuk is a fan of Carpenter Bob”—and my friends see, which can lead to curiosity, which can lead to a visit to Carpenter Bob’s page, where they see business-related status updates, photos of his craftsmanship, and a link to his blog where they can watch video of him working while he tells how he came up with his newest design for a three-legged dining room table, which leads to an opportunity to make a sale. Eventually the director of the American Society of Furniture Designers might visit Carpenter Bob’s blog and invite him to speak at the group’s next conference. Then Dwell magazine calls. Next thing Bob knows, he’s earning money building his beautiful tables as well as profiting by talking about his tables all around the country. Thanks, Facebook.
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I f you’ve been using a regular profile or created a group for your business, don’t take it down. Simply leave a link on your old profile or group page that feeds to your new fan page.
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Though your fan page should always stay on a business-oriented message, some people use their personal profile pages to talk about their business, too. That’s entirely up to you and your DNA. What you do with Facebook (and Twitter, which we’ll talk aboutnext) should be an absolute reflection of how you live in your daily life. Experienced businesspeople already know that most networking and brand building is done in casual environments—at the ball game, at a picnic, while untangling the dogs when they cross leashes. If you talk shop at every cocktail party, strike up conversations with seatmates on airplanes, or hand your card out at your cousin’s wedding, then your personal profile should also update everyone who comes to you about what’s going on with your business. It’s just an extension of everyday life. You should occasionally mix things up, though, and let people in so they get a feel for your personality. It’s totally possible to include a healthy mix of updates, like “I love scrapple for breakfast,” with “Just sold my millionth unit,” or “In two hours I’m hosting an online seminar on interactive media. Who’s in?” The most important thing to remember is to be authentic, to be yourself. That authenticity is what will give you your greatest chance of success.
There are privacy settings on Facebook that allow you to compartmentalize groups of contacts and friends so that some can only see certain parts of your Facebook page, like the information page where you might put your professional history, and not others, like your status updates where you might mention you’re hungover. I’d love for you to ignore privacy settings because I don’t think it’s useful to place restrictions on your brand, but if it makes you uncomfortable to expose yourself to the world that much, go ahead and use the filter. There is an inherent business cost, but business costs should never trump personal costs.
twitter
By the time you read this, Twitter will have become a main verb—people will tweet just like everyone googles and xeroxes. Like Facebook, you use Twitter to put out content, albeit bite-sized—140 characters, max—and to follow other people’s bite-sized content.
Some people react to Twitter with disbelief. “Who the heck wants to know that I’m on my way to get a pedicure, or that I’m thinking fish sticks for dinner?” But the day I saw it I knew I was staring at the pulse of society; it was the most game-changing website I’d ever seen prior to Facebook. You think people are confused by it now?
----
I f you’ve been using a regular profile or created a group for your business, don’t take it down. Simply leave a link on your old profile or group page that feeds to your new fan page.
----
Though your fan page should always stay on a business-oriented message, some people use their personal profile pages to talk about their business, too. That’s entirely up to you and your DNA. What you do with Facebook (and Twitter, which we’ll talk aboutnext) should be an absolute reflection of how you live in your daily life. Experienced businesspeople already know that most networking and brand building is done in casual environments—at the ball game, at a picnic, while untangling the dogs when they cross leashes. If you talk shop at every cocktail party, strike up conversations with seatmates on airplanes, or hand your card out at your cousin’s wedding, then your personal profile should also update everyone who comes to you about what’s going on with your business. It’s just an extension of everyday life. You should occasionally mix things up, though, and let people in so they get a feel for your personality. It’s totally possible to include a healthy mix of updates, like “I love scrapple for breakfast,” with “Just sold my millionth unit,” or “In two hours I’m hosting an online seminar on interactive media. Who’s in?” The most important thing to remember is to be authentic, to be yourself. That authenticity is what will give you your greatest chance of success.
There are privacy settings on Facebook that allow you to compartmentalize groups of contacts and friends so that some can only see certain parts of your Facebook page, like the information page where you might put your professional history, and not others, like your status updates where you might mention you’re hungover. I’d love for you to ignore privacy settings because I don’t think it’s useful to place restrictions on your brand, but if it makes you uncomfortable to expose yourself to the world that much, go ahead and use the filter. There is an inherent business cost, but business costs should never trump personal costs.
By the time you read this, Twitter will have become a main verb—people will tweet just like everyone googles and xeroxes. Like Facebook, you use Twitter to put out content, albeit bite-sized—140 characters, max—and to follow other people’s bite-sized content.
Some people react to Twitter with disbelief. “Who the heck wants to know that I’m on my way to get a pedicure, or that I’m thinking fish sticks for dinner?” But the day I saw it I knew I was staring at the pulse of society; it was the most game-changing website I’d ever seen prior to Facebook. You think people are confused by it now?
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