As with all relationships, social connections require nurturing to develop mutual rapport and the following basic relationship concepts apply:
The social enterprise is a reality. Sales leadership needs to align social selling with emerging best practices and the overall social strategy across the organization. Collaboration with marketing is essential to accelerate content creation, formalize and test tactics and amplify core product/service/brand messaging.
Asset management brands, wholesalers and financial advisors that post informative industry news and content create engagement with their customer audience and cultivate and attract loyal followers. Developing a professional presence and creating original, branded content will establish your leadership position in social channels, particularly on LinkedIn.
Pairing employees and facilitating peer-to-peer collaboration in social media learning will assist to accelerate successful employee activation. This is especially true when trying to foster a communicative learning environment that encourages sharing of successes and challenges along the social maturity path.
We all interact with people both on and offline throughout the day and building network with people who are legitimately in your day-to-day life will lead to success. Feigning the relevance you have with someone will come across as jarring and likely create more of a barrier to the relationship than facilitating communications. Your intent counts more than your technique.