Monday, February 1, 2010

Getting a job with social media is about relationships, not content

One of my primary points on this blog and to clients is that relationship building should be a primary tenant while entering into and building out social media communications. Social media and the tools used to operate in the landscape are a means to building relationships, but that is often forgotten.

Social media presents a platform to build relationships with clients, consumers, influencers, competitors, recruits and more. The preamble to developing relationships is content. The content has to draw people in, but ultimately content won't deliver on new business or new partnerships.

There is a common phrase in the communications world, "content is king." I respectfully disagree with that adage no matter how entrenched it is in our industries mindset. Content is clearly important, but relationships are much more important. The time it takes to produce an abundance of content can be better spent developing meaningful relationships with people attracted to slightly more sparse content.

I know this to be true with brands and businesses, but it might be even more true when marketing oneself on the job market. Content alone may initially attract a would be employer, but he or she won't stick around long if their isn't a line of communication opened and harvested. Experts say that over 75% of jobs are filled when the employer has a personal connection of some kind to the applicant. Social media can be your tool to developing that personal connection, but content won't do it for you. A relationship has to be built in order for you to leave a lasting, meaningful impression on a person.

This means you have to cultivate conversations, reply to comments on a post, respond to @replies on Twitter, send a message back to people on LinkedIn or whatever other platform you use.

In the ever-growing world of social media, the way to get noticed will increasingly be going above and beyond in building relationships. It will be an exception to the rule when a person is noticed and benefits greatly just from their content.


Mike on February 2, 2010 at 10:48 AM said...

Thanks Jake. For me this is a very meaningful post. I appreciate the reminder.

Jake Rosen on February 2, 2010 at 11:24 AM said...

No problem, Mike. I'm glad it could serve as a reminder. The social media landscape just moves so quickly that we forget from time to time.

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Who? Why?

Social media often becomes a rat race. Who has the newest technology? Who has the most friends or followers? This blog is designed to slow it down a little and remind people that at its core, social media is about relationships and conversations.

Jake Rosen
Managing Supervisor, Fleishman-Hillard

The content on this site reflects my own opinions and not necessarily those of my employer.


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