MAD Perspectives Blog

I'm in London this week, cultivating relationships. What's interesting about this trip is that it is driven my belief in the power of face to face meetings, despite the fact that many of these relationships are maintained using social media. Over the course of careers we meet many contacts. Some of these contacts blossom into mutually beneficial business relationships, and many times, into true friendship. Like other social media enthusiasts, I do believe that social media provides an additional forum for sustaining business relationships.

If we look at the evolution of business communication, it has always been about the spoken and written word. The methods for written communication have simply evolved. While the spoken word in facet to face meetings or video and phone calls allows the best understanding of nuance, the written word provides a tangible account of intention, meetings, actions, goals and metrics. The options for creating that record has simply expanded over time.  From letters to faxes to email to social media, we capture and communicate our purpose.  

The challenge with social media is adapting to a open form of communication. Letters, faxes and emails were shared with a specific audience. Social networks widen the reach of our communication, which can be intimidating. However, it can also be extremely beneficial. We can reach out to our colleagues quickly and easily.  Of course, we need to pay attention to what we are saying. We need to be thoughtful about the content shared and the frequency of sharing. We must think about our goals for communicating as well as the needs of our audience.

I primarily use LinkedIn and Twitter for business purposes. I share my thoughts on social media for B2B, communication technologies and high tech. My posts have led to many face to face meetings leading to new insights and new business.  My connections have helped me fulfill deliverables for clients. On the flip side, I pay attention to what my connections are saying and what they need. This has led to my making introductions that I feel are beneficial.  Much of this is no different than what we have all done in the past - and continue to do in our daily business lives. Social media simplifies our ability to keep up with our network.

I'm enjoying my time in London, face to face meetings are fantastic. However, I know that I will use all forms of communication - email, social media, phone, Skype, to keep up with these colleagues once I've returned home. Maintaining business relationships is one key to success. Taking advantage of all the tools available to us is the key to successful cultivation!

What's your perspective?

Business is about building relationships.  In the past these relationships were developed in buildings with offices, desks and phones.  They were fostered over lunches, dinners, holiday parties and golf outings.  We only have to watch "MAD MEN" to be reminded of that while these relationships seemed solid on the surface, they often crumbled under the pressures of other business needs.

Bottom line, business relationships are about one party fulfilling the needs and desires of the other.  The challenge is understanding those needs and desires.  In today's social business world, relationships can be initiated via various social networks.  However, the foundation for a relationship still evolves from a face to face meeting.  However, it is often maintained through the use of many digital media solutions.  These solutions include desktop video conferencing, webinars, LinkedIn, Facebook, Twitter, YouTube, newsletters and more.

I met with a client last week.  They are a small, privately held software company.  Their customers are global, yet their sales force is centralized.  You may be scratching your head wondering why.  I know I did.  However, they have found their salesforce to be more effective if they can leverage the knowledge gained from each other through discussions about their potential customers.  They fulfill their customer's desire for face to face meetings via desktop video conferencing.  They provide software demos using online tools such as GotoMeeting.  They provide product updates via email newsletters and weekly blogs.  They have leveraged the many solutions available to them to maintain their customer relationships in an efficient, cost effective manner that fulfills their customers needs.

How do we understand those needs?  We listen!  Thanks to constantly evolving social media platforms, companies have a unique opportunity to hear more than ever before.  In fact, this has become a daunting proposition for many companies.  Customers are very candid in the social stratosphere - they share the good, the great, the bad and the ugly.  However, it is critical for companies to gain social intelligence about their customers needs, goals and concerns.  They will gain competitive insight and candid feedback that can influence business process, product roadmap, market awareness and help build stronger business relationships.

By incorporating the many digital media tools available today, businesses can communicate in the manner best suited to their many audiences (c-level, marketing, purchasing, engineering, etc.).  In combining traditional business interactions with digital communication channels and social interactivity, companies will build a new kind of relationship with their customers.

What's your perspective?