As a writer, I’m an observer, an inveterate eavesdropper and peoplewatcher.  Luckily, I get to watch a ton of human interaction both in person and through social media channels and it’s time to address something I feel all too few individuals and businesses grasp:  the idea of value and its correlation to followers and friends.  In short:  you can’t expect to effectively use social media if you don’t give people a valid reason to follow you.

I’m not talking coupons or presents, I’m talking about giving potential followers and friends a reason to get excited about interacting with you.  Maybe you’re an expert, or have a wacked-out view on a subject that your audience finds fascinating.  Maybe you sweeten the deal with some cool giveaways or give people insider access to a service or realm they wouldn’t be able to navigate without you.  Maybe you’re fun and friendly.  Most anything can give me a reason to follow you…but you’ve got to give me a reason.  Expecting users to devote their precious time and energy to you without offering something real in return is no longer enough.

Let me put it another way:  broadcasting how special you are does not work in the social media realm.  Rather than overtly broadcasting your unique fabulosity, you need to prove it…consistently, reliably, and with heart.

Here are some of my favorite strategies for providing value through social media:

• Connect.  Are you the popular kid, the one who knows everyone and loves to make introductions and connections?  Bring your connector personality to your social media presence and you’ll provide great value for potential friends and followers.
• Direct.  Do you have expertise?  Consider curating content around a specific area and pointing people to the newest, freshest, most controversial or insightful information out there.  There’s power in being a knowledge broker.
• Entertain.  People love to laugh and smile.  ‘Nuff said.
• Engage.  There’s not much incentive to follow someone who never talks back to their followers.  Be willing to demonstrate your commitment to conversation and you’ll go a lot further than if you use your blog or Twitter account as a mere bullhorn.

What’s your favorite way to add value to your social media presence?  Why do you follow others…and why should others follow you?

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