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Norm! Cheers vs. a Drive-By

image The secret an effective online presence:  Become a regular.  Make sure everybody knows your name.  Like Norm Peterson.

You build trust and respect when you are a regular participant in an online community.  People know who you are. People start to listen to you.

Most companies are guilt of a drive-by shooting.  They wait till they have something to sell or a negative post to respond to.  They show up out of the dark and spray PR shrapnel.  And look like total idiots.  This never works.

Here are the steps to being an effective participant in the online social media community:

1. Show up.  The more you participate, the more effective your participation becomes.

2. Earn credibility BEFORE you need it.  It’s too late to respond after you have a problem.  You need to be a regular, respected member of the community long before you can ask that community to support you.

3. Use multiple voices.  Companies shouldn’t bet on one employee becoming their official evangelist. You lose all of your credibility and relationships if you lose that person. Empower many people to be out there.

4. Be human. Participation is not a marketing strategy. Just join the conversation, add to it, and enjoy yourself.

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  1. Patrick Algrim March 11, 2008 at 9:12 am #

    Great suggestions, not only is someone who stops by the blog or Web site often much appreciated by the person who writes, but it also makes them feel good when a person comments. You have it spot on! I want to help others, contribute to a cause, and comments make me feel like I am achieving my goal. Now we just have to figure out a way to get these commenter’s as much beer as Norm was drinking! :)

  2. Debbie Petras March 11, 2008 at 12:33 pm #

    You always offer such great practical examples to illustrate your point. Of course, we all know Norm Peterson from Cheers, where everyone knows your name. I love to learn from the experience of others. Thanks for teaching me much Andy!

  3. Gary Storm March 12, 2008 at 1:59 am #

    totally agree.

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