High Tech or High Touch

    This is not another blog cheerleading social media sites. Today, everyone is talking about social media, how to use it and what sites do what. I have a certification as a social media strategist, but today I had an interesting conversation with a good friend, Stuart Brink, who mentioned that he felt many business people have traded their high touch for high tech where business relationships are concerned. It’s true that social media, used properly, can provide another opportunity to reach out to potential clients for a relatively low cost, but it is only one tool in the marketing tool box.

    Obviously, the most effective tool you have is you. In fact, without that high touch, the personal touch social media does not work. This means you have integrate other contact methods besides your blog, your favorite social site or other electronic method. Old school, face to face meetings, a phone call, and a personal letter are tools that must not become a lost arts. Fairly regularly, people come up to me and mention they recognize me from Facebook or LinkedIn but they did not contact me. Our first meaningful connection is often a face to face meeting, where we can get to know each other better.

    Naturally, HBBA and other networks that connect you directly are a great way to take your business relationships to the level building a stronger relationship. When you shake someone’s hand, look into their eyes and feel their genuineness there is a connection that is made that you cannot get online or through a mobile text blast. Of course, you can’t spend all your time racing from meeting to meeting and you have to find other high touches to balance your high tech touches such as the personal thank you card or phone call. When you mix in your other marketing efforts in a coordinated manner you will find that high tech touches can really compliment your high value personal touches. The next time you are deciding whether or not to attend the next business networking event, golf invite, poker game or other social event with business friends consider the benefit of that personal contact and the relationship building it can do for you.

By Shannon Stone
September 2, 2011