I have a social media strategy (actually, multiple strategies), though I’m not going to tell you about it/them in this post. I daresay that virtually all of us who are businesspeople using social media/community networking tools have some sort of strategy, whether articulated or not – or we wouldn’t invest our time creating, reading, and conversing.
Yet one of the most wonderful things about blogging, Twittering, Facebooking, or (fill in the blank)-ing is that unpredictable and unanticipated connections happen. Strategy meets serendipity.
As happened to my wife just this morning, contact was re-established with an old high school friend because of Facebook. People find each other in airports while Twittering during flight delays. New jobs are found because someone knows someone who knows someone else via blogging. The examples are legion.
Each day, I look forward to finding new resources, connecting with friends new and old, and wondering what new and seemingly random things might happen through networking. And this is something that any business jumping into social media has to account for. The Pinball Effect. Much of marketing is driven by predictability, metrics, and measurable ROI. But involvement in purposeful networking with PEOPLE is going to have a delightfully unpredictable element to it. One critical conversation, occurring as part of a long-term networking strategy, might be the key to a 25% increase in business.
I’m all for measurable results. But can you afford not to bake deeper interactions with customers, and the power of serendipity, into your growth plans?
What are some ways in which the serendipity of social media has impacted your life and business? Share in the comments!