Tweeting: It's Just Like Thinking and Talking In #

This blog entry discusses milk, and I thought about naming it "Twitter Does a Body Good." But the milk branding campaign is kind of played out, and besides, it's not every day that I encounter the opportunity to put the pound sign (#) in a blog headline.

This Thursday night my cat hadn't seen me in nearly four days, and whenever I'm gone for an extended time, she retreats to a very small world underneath my bed. Yesterday was no different, and sure enough, there she was. Upon hearing her name, she crawled up to me for a few pats, and I asked her, "Would you like some pound milk?"

What?

Has Twitter wormed itself so far into my head that I'm now speaking in tweets—even to my cat? Yes, it has. But that's OK, and you ought to aspire to reach this level of oneness with Twitter, because tweeting is pretty much like thinking and then talking. (All of social media is, actually—but why should I write a book when I can just write a blog entry?) It's just that there's a big quirk: pound signs. And once you've learned to think in pound, tweeting should become second nature to you.

Twitter Code

By code, I don't mean computer code. You don't need to know that to know Twitter. Seasoned Twitter users will understand that I'm talking about hashtags. For the uninitiated, a Twitter hashtag is the pound sign on your keyboard. Placing it immediately before any word in a tweet automatically notifies the entire Twitterverse that you're tweeting about something relevant to the hashtag.

Do you want your tweets to be found in the Twitterverse? Then use hashtags. They're highly searchable on Twitter, a social network that, in ways, emulates a vast search engine of what people are talking about.

The Nuts & Bolts of Hashtags

Not all hashtags are recognizable as one word. Often, the hashtag will be several words strung together as one. That's because Twitter automatically makes a link out of any unbroken string of characters immediately preceded by a pound sign. Place no space between the hashtag and the string of unbroken characters immediately following it. Then, once the tweet is tweeted, watch the entire entity become a hyperlink. Afterward, clicking on that hyperlink will show you every tweet that's been tweeted with that hashtag.

Still more hashtags aren't words at all, or at least not per se. For instance, I recently attended the 2011 HR Demo Show, all about human resources technologies. SharedXpertise Media, LLC, the parent organization, was definitely on its game, alerting its tech-savvy attendees to two hashtags associated with the event: #HRDemo and (for concurrent HRO Summits, thrown by SharedXpertise's HRO Today magazine) #HROToday

Hashtags & Hybrid Networking

Why did SharedXpertise announce these hashtags? Well, both provided a way for all tweeting attendees to participate in a parallel, often equally compelling conversation in the Twitterverse. Employment of hashtags helps Twitter exponentially foster networking and the sharing of information at a brick-and-mortar event.

Smart Branding & Piggybacking

Using a hashtag in this way is also an exercise in smart branding, and a physical gathering of likeminded individuals provides fertile ground to plant the beginnings of a new hashtag brand through the cultivation of spontaneous, endorsed partner channels:

At the same event, TalentManagementTech.com (TMT), an online property newly acquired by ShareXpertise, launched and heavily promoted its own hashtag, #TMTech, piggybacking SharedXpertise's other branded, show-related hashtags, as well as other attendees' own branded hashtags (e.g. "#TChat," short for "Talent Chat," the weekly Twitter conversation hosted by Talent Culture) and generic hashtags around which TMT's target audiences congregate and search within Twitter (e.g. #hrtech).

Developing Twitter Clout

Through prolific tweeting at HR Demo, TMT's objective, clearly, was to promote general awareness of itself as an online destination and to attract the attention of its marketplace's leading denizens and thought leaders. By attending several more large HR-related events and employing this hashtag at every turn, with every tweet, TMT will be embracing a solid tactic to expand its sphere of influence on Twitter and thus promote awareness of itself and develop clout—and maybe even "Klout" (see a future blog entry).

Back to My Cat...

To know I was about to pour some for her, did my cat need me to speak the pound sign immediately before milk the other night? No, and in this way, speaking to a cat is different than tweeting to people (or cats). But tweeting is still pretty much like thinking and talking—and, yeah, about being noticed. Once you understand this, watch out: You'll find yourself speaking "#," too.

You Have No Fans on Facebook, and Nobody's Following You on Twitter

Sure, you may have hundreds, even thousands of fans or followers, but your fans on Facebook aren't really your fans, and your followers on Twitter aren't really your followers. It's just too easy to become a fan or to follow online. It they're on your roster, you can rest assured that they're ignoring you unless you have evidence to the contrary. And it won't change till you do something different, engaging and interesting. So drop the fantastical notion that you're a celebrity on Facebook; you're not. And lose the positive paranoia that tells you all your followers on Twitter hang on your every tweet; they don't.

Power Twitter users, with several tens of thousands, or even millions, of followers are probably succeeding at Twitter. But this isn't about them. Say you have 2,500-ish followers. Does it matter? Where did they come from? Did most of them follow you after meeting you? Or did they read just one tweet about a blog post and decide to click on the follow button?

It's too easy to click on that button, and in and of itself, it means nothing. A small, focused following on Twitter, one that's paying attention, is much better than a large following. Each follower is a potential emissary telling others about you. Nurture this following. Make it your core. Then, the organic growth of your followership will be strong, and their connection to you tight.

What about your Facebook fans? Sure, they've been "likes" for a while, but we still like to call them fans. Are they really your fans? Or were they on autopilot one day and just clicked on your like button almost out of habit? I hate to break it to you, but again, it's too easy to click on that button, and your fans aren't your fans, because fans hang on every word and activity of the object of their fandom.

Followers and fans on social media are nothing but static numbers until you do something to prompt those followers and fans to start acting like actual followers and fans. Be interesting and make frequent visits to your profiles a rewarding experience. This means volume of content. It means dedicating a team to the effort. And it means having the patience and stick-to-it-ness to see that effort through.

Do You Want to Strengthen Your Social Media Relationships? Meet Your Contacts in Person

Some of your business relationships may develop solely through social media; most of the time, however, meaningful engagement in social media doesn't happen in social media alone, but when you participate eagerly in extra–social media activities -- where you run a good chance of meeting your social media contacts in person and forging the kind of long-term relationships that yield good business.

Fortunately, you enjoy a wide berth in how you wish to go about combining your social media participation with your off-line networking: Because different social media channels facilitate face-to-face follow-up differently, you have options to fit your style. The possibilities are many, and social media is bigger than the big three social media destinations, but to keep this blog entry from growing too long, we'll cover just these three.

Facebook

Facebook features a constellation of opportunities to interact. From commenting continually, to sharing all manner of media with your contacts, you benefit from a robust baseline opportunity to interact, and through an interface that is highly intuitive even to the uninitiated. (The greater challenge on Facebook, in fact, is not finding ways to interact, but avoiding too much interaction.)

As you delve ever deeper into the tool, the social nature of Facebook takes on several dimensions and grows increasingly dynamic. And with this multidimensional, increasingly dynamic interactivity grow the odds that someone, somewhere, who is in need of sitting down for the purposes of discussing business with someone like you, will ask to do just that -- with you.

Twitter

Because Facebook is already conducive to easy-to-grasp interactivity, some may find it better-suited than Twitter to eventually meeting social media contacts off-line. But even Twitter, with all its abbreviations and shortcuts -- arcane knowledge to the newbie -- complements off-line networking and prospecting; in fact, used properly and among peers equally savvy in the use of social media, Twitter networking is indispensable to people relations, actually enhancing off-line activity with online goings-on running parallel to the off-line experience.

LinkedIn

Do Facebook and Twitter still scare you? Does the thought of immersing yourself in their environments, let alone finding yourself face-to-face with your resulting contacts, make you feel awkward, even kind of funny and weird inside? Then start by using LinkedIn to combine your online presence with your off-line activity, whether that be networking, one-to-one prospecting or something else related.

I'm all about LinkedIn, and you should be, too. Sure, LinkedIn enables you to build a social media–enabled, newfangled Rolodex. In and of itself, that is boring, but thankfully, the functionality of LinkedIn extends well beyond access to information on the professional background of your contacts. Through LinkedIn groups, especially regional groups, you can find teeming clusters of networking professionals who meet in person on a regular basis.

Just conduct an advanced search of LinkedIn groups to find what you're looking for and request to join the groups that make the most sense for you. Once a member of the group, you'll have the option of receiving daily or weekly e-mails that compile the group's activity -- which, typically, will include posts about upcoming networking events.

Exercising Cross-pollination

Are you feeling enterprising, maybe even brave? For the purposes of growing their numbers, most communities that combine their online presence with off-line activity combine their use of more than one social media networks, as well. An effective networking-focused LinkedIn group, for instance, will encourage members to follow the group's Twitter profile so that they may receive quickly digestible updates regarding networking events, etc. It's just one of myriad ways that the technologically literate cross-pollinate between social media networks and grow their sphere of influence both online and off-line.

Twitter Is for People Relations

Put differently, Twitter is for networking*.

This might prompt you to respond, "Tell me something I haven't already heard." You might even say, "Oh, and please spare me the buzz by actually explaining how I can use Twitter to network. I've heard this everywhere. But never, it seems, does anyone back up the claim with an explanation or how-to. Please explain! I need a how-to!"

I used to be this way. Can you believe it? Yes, I was just like you. Twitter seemed inane, something I begrudgingly paid attention to only because something deep down inside told me if I didn't, I'd be in deep trouble.

But I've since figured out something fundamental to Twitter and all of social media: Social media complements brick-and-mortar relationships and the brick-and-mortar events that give rise to them. And, occasionally, social media can be the starting point of a relationship. In fact, the process is anything but linear; the two scenarios coexist. Feeding off each other as circumstances evolve, they ebb and flow continually, and either can be the starting point from which the other stems. Let me explain.

If you're reading this, you may be an entrepreneur of sorts, perhaps even self-employed. That's great. So am I, and as a self-employed person, I urge you to fill your schedule with a slew of brick-and-mortar events. Attend at least two per week. I prefer learning-style events to simple mixers, but that's just me. I just find that learning events tend to provide a more intuitive entrée to thoughtful conversation.

Whatever your event of choice, resist the temptation to stay at home or at the office (or at both, if they happen to be one and the same). Whatever you do, refrain from remaining in front of the computer all day long, catering to clients' every whim. Yes, clients are your most important asset, but don't let them keep you from the all-important activities that bring in new business. You're like a shark, which needs to keep moving to breathe. Breathing is important, and to breathe in business, you need to keep moving.

Press the flesh. If only for the networking opportunities, these occasions are the very building blocks of business-building. Ideas will come to you as you shake the hands of and listen to speakers at the top of their game share the inner workings of that game of theirs. You'll return to your clients energized and full of inspiration. Isn't that what any client worth having wants?

And while you're at those events, don't forget to use Twitter to network.

OK, here comes that how-to part of all this. ...

Earlier this month, I attended LaunchCamp at Microsoft's fittingly named NERD Center in Cambridge, Mass. A highly interactive event of the highest order, LaunchCamp explored the landscape of new online tools and their utility to burgeoning start-ups.

Did I shake as many hands as I could? Of course I did. But pressing the flesh is different nowadays. Sure, shaking hands in person will always make an impression, and I did plenty of that; we'll always do plenty of that. But social media enabled me to press the flesh online, too, and by doing so, I was able to accentuate every subsequent in-person hand-shaking moment.

Most forward-thinking events have a Twitter hashtag, a series of letters preceded by the pound sign (#). For LaunchCamp, the hashtag was #LaunchCamp. By including this hashtag with every one of my tweets pertaining to the day's activity, I was able to make my thoughts easily viewable to all in attendance, and by searching this same hashtag, I was able to follow all other attendees' event-related tweets, as well.

How did I make these capabilities work for me? I joined the many others in attendance who tweeted on the many ideas that speakers were presenting. A parallel, online conversation developed that was nearly as compelling as the brick-and-mortar's. As a fellow attendee, I was able to establish my own modest level of thought leadership among attendees. Others did so, as well, and people replied to me and others.

In between sessions, we all shook hands and established the foundations for post-event discussions on collaboration and…wait for it…new business.

So, Twitter is for networking. But don't just jump into Twitter without a plan. Even if the plan is as simple as making sure to tweet during an event you're attending and remembering to include the event's hashtag with every tweet, you'll be harnessing the power of social media as a people relations tool.

*By the way, I have Ari Herzog (@ariherzog) to thank for alerting me to the term "people relations," which blogger David Mullen (@dmullen) coined a couple years ago. At a recent Social Media Breakfast New Hampshire (#smbnh), Ari and I had a chance to chat, observing that public relations is really people relations, and that social media is a facilitator of it. There's more to this, actually, which I plan to cover in upcoming posts. For instance, business networking is probably the simplest form of public relations -- I mean, people relations. Stay tuned.