Over the last six months we have seen a worrying trend on social. That trend is tunnel vision.
Your social media presence is so much more than LinkedIn. There’s Twitter, Facebook, YouTube, Snapchat, Instagram (and more of course). But many organisations focus on LinkedIn to the exclusion of every other platform.
This is dangerous, because whilst LinkedIn is a business network it is not THE business network. If Facebook decides to turn its attention to the business environment it will significantly change how people connect.
Another example of tunnel vision is the perception that Sales Navigator “IS” social selling…which it isn’t. If you have Sales Navigator it doesn’t make you a social seller any more than not having it doesn’t make you a social seller. Sales Navigator is simply a tool. It gives you insights into prospects and points out triggers based on what they’ve read, commented on and done so you can engage with them when the time’s right.
LinkedIn? Great platform, but don’t put all your eggs in one basket
But the fact remains that if you haven’t got a complete, engaging and buyer-centric profile you simply look like a spammer when you approach someone. Regardless of whether you approach them with insights gained from Sales Navigator or not.
Don’t get me wrong, Sales Navigator is a very powerful tool if you know how to use it and are able to translate the information it gives you into real engagement, then relationships…then business. But it is rather like a Formula 1 car. Your day-to-day driver can’t even get it off the line and if they can they invariably spin at the first corner because the value it brings is only useful to those that understand how to drive it.
The long and the short of it is that you must be a rounded and complete person online in the same way that you must be offline. Putting all your eggs in one basket is a very dangerous move. Remember MySpace, the world’s largest website!
Digital Leadership Associates: We are Global Social Media Management Consultancy. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email or call one of our founders on 00 44 7823 534 557 and let’s talk about how we can make an impact on your organisation.