After you establish a presence on various social media sites – your next step is to engage with people.

Engagement is the obvious next step

Engagement seems like it would be obvious but it’s not. A lot of small businesses set up Facebook pages and Twitter accounts but never interact with people through these platforms. It’s like showing up at a party then sitting in the corner not talking to anyone all night. By engaging people you will build up your credibility and attract prospects and customers.

Engagement is more than talking

Engagement is more than just talking about what YOU are doing in your business. You’re goal is to develop a tribe of people who know, like and trust you. You’ll need to spend the time getting to know people.

First, shift your mindset from PROSPECT to FRIENDSHIP. The worst thing you can do is see every single person online as a potential customer.

I can remember being involved with a network marketing company over a decade ago. I wasn’t very successful at it because my mindset was all wrong. I viewed every person I met as a potential sales recruit for my company. I was only looking at what I could GET from people.

Fast forward to today. I now look at people and ask “what can I GIVE this person to add value to them?”

Don’t get me wrong. I’m running a business and I’d love for you to buy our products and services.

BUT – my personal goal is to engage with people no matter who they are. I’d encourage you to do the same.

Practical steps to engagement

Here are a few simple tips to get you started:

• Ask people to comment on your blog posts
• Comment on other people’s blog posts
• reply to Twitter messages with advice or questions
• Post polls, surveys and questions on your Facebook page
• Ask questions via Twitter and other networks

Today’s 10 minute action step: make a blog comment

Take 10 minutes right now and find a blog to comment on. Read a post, formulate a clear thought that adds value to the conversation and comment. That’s it.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

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*Photo By Zeno

Social media is a two-sided coin.

On one side of the coin are the hype peddlers who tell you that this stuff is hard and they have the secrets to guide you every step of the way. They obviously don’t want you to learn how to do this on your own.

The backside of the coin is worse. These people tell you to “jump in” … “try stuff” … “figure it out.”

That may work for you if you like to wander aimlessly in the dark. But it’s usually better to have some guidance.

I understand that 99% of professionals don’t have time to waste “figuring it out” by trial and error. But I also know that 99% of small businesses and nonprofits can’t afford to hire a social media consultant for thousands of dollars a month.

So here’s my five-part strategy for using social media.

PRESENCE => ENGAGEMENT => RELATIONSHIP => INFLUENCE => MAINTENANCE

1) Presence

Without presence you have nothing. This is the stage that you set up accounts and announce to the world that you are online. Most businesses have gotten to this stage already. If you’re business hasn’t developed an online social media presence, now is the time.

2) Engagement

Having a presence is good, but the next step is to begin engaging people online. You do this through listening and helping others. Your goal at this stage is to spend time developing a dialogue.

There are two ways to really make this work for you. First, target people geographically. There are people who live in your town or region already using social media tools like Twitter, Facebook, YouTube and Flickr. Reach out to them since they are in your backyard.

Second, engage with people in your industry or area of interest. These folks may live half way around the world, but they share a common bond with you.

3) Relationship

As you begin to engage people natural relationships will form. Author Seth Godin calls it Permission Marketing. But I’ll caution you…

If you use social media for the SOLE purpose of marketing and only engage with people to ultimately market to them, you will  be seen as a smarmy dishonest person.

Instead, look to truly connect with folks for the sake of connecting. It’s okay to market and share products and services, but do it in a genuine way.

4) Influence

When you spend time building relationships with people by engaging them online, you will naturally build influence.

Influence is how businesses ultimately grow. But you only achieve influence when you spend time with a relationship.

5) Maintenance

Ask any divorce lawyer about this stage. Obviously all married people were in a relationship with influence at some point during their married lives. But they failed to maintain a relationship over time.

Don’t let this happen to your social media relationships. Continue to be helpful. Offer value. Be passionate and keep the lines of communication open.

People are not levers to pull. Social media is PEOPLE media. Be aware that each person you interact with could one day be your customer, advocate, investor, donor or friend.

Treating people like actual humans is, by far, the best strategy for social media.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership and How To Use Social Media To Find A Better Job. He is a producer, author, and speaker who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

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*Photo by pshutterbug