Tag Archives: Social Media

Relationship Building in the Digital Age

18 Jun

Monday, June 18, 2012

To follow up with the series “It’s All About Relationships”, I wanted to offer some tips on forming relationships in the digital age. As you know, networking is vastly different than it was even 5 years ago. With the explosion in popularity and efficiency of social media, most networking is done via these platforms. You have the opportunity to build relationships every day on Facebook, Twitter, LinkedIn, etc. Are you taking advantage of these interactions? What follows are a few tips for each of the popular social media platforms to making connections and building relationships that last. 

LinkedIn is one of the most powerful networking tools online. It has a more professional environment than Facebook and Twitter.

  • Join groups that are applicable to your industry and/or interests.
  • Within those groups, post relevant and original content.
  • See who is connected to your the people in your network and ask for an introduction if you think it would benefit both of you.
  • Comment regularly on articles with intelligent responses or arguments.

Though you can be more relaxed on Facebook than on LinkedIn, it’s still an opportunity to impress. 

  • Post regularly. That means something different to every company or individual so research the best days and times to do so.
  • Photos and videos draw people in more than words.
  • Dare to have a little fun by offering anecdotes, polls, trivia, etc.
  • Don’t oversell. Use it as a platform for a message.


  • If you’re not using @ in your tweets, you’re probably missing opportunities to connect. Even just a ‘thank you for following, @…’ can go a long way.
  • Consistency is the key. Create a queue with tools like Tweue or Timely to make your program more efficient.


  • Post pictures that stir an emotional response.
  • Categorize pictures so they’re easier to look through and repin.


  • Consider asking a guest blogger to write an article or series. You’ll automatically have a wider network.
  • A good headline to a post will get 5 times more readership than the article itself!
  • Comment regularly — and strategically — on other blog’s posts. (Follow the link for some really great tips.)

The Bottom Line:[Relationships are]… a collaborative bond, fostered via meaningful and well-timed communications and recognition.” 

Your turn: How do you network online? Which platform do you find most effective?

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It’s All About Relationships Part 1 – Meeting Mr./Miss Right

2 May

Wednesday, May 2, 2012 

The foundation for any successful business is relationships, whether we’re talking about a for-profit company or a not-for-profit organization. Lets think of it this way: You wouldn’t say yes to a marriage proposal on a blind date, would you? (Ok, I understand that there are some…er…adventurous?…people who might. But the general population would at least consider a second date first.) Maybe that example is a bit of a stretch, but it gives you a good idea of how to approach business relationships. For the purposes of this series, I’m going to use the premise of a non-profit organization. I’ll take you through the courtship of potential donors. Today we’ll start with ‘The Search’.

Meeting Mr./Miss Right = Cultivation

Before you can court someone, you have to find the right person, make connections, which is called cultivation. During the cultivation stage you are simply putting forth information out into the world and letting your “wing man” (to borrow a phrase) talk you up. How is this done? I’m glad you asked…

I believe that the foundation of cultivation should be this amazing principle called fangelismthe idea that existing volunteers and constituents, who already have a passion for the cause, engage people, initiate conversation and, ultimately, ignite excitement and promote action. All the other pieces should then fall into place. Consider this: If given a choice between a self-serving advertisement or an amazing recommendation from a third-party, which are you likely to trust more? Create fangelists to be the voices of the organization and help build relationships. Those people will then come and form relationships within your organization in an organic and personal way. They participate because they don’t feel pressured or conned. 

Social Media 

 People listen to each other more than us, so we need to stop viewing social media as another form of getting our message out…Its primary value is that it allows other people to get the message out, for us. – Katya Andersen   

This is particularly pertinent for those in the non-profit realm. After all, your ultimate goal is to promote your cause. The best way to do that is to support relationship building. Relationships are formed every day on social media. Donors don’t need another organization telling them why they should donate. Instead, give them a platform to share with you and other donors about their experiences — their stories, their souls — which will foster the support you need. Now, social media is just one platform non-profits have for cultivation, but it’s hugely relevant in our digital world and probably a good place to start. Use it to inform potential the community, promote events, stimulate thought, ignite movements, etc.

Ideas for Success
The key is to make people feel welcome to share on your social media pages and keep that momentum going. 

  • Make your Facebook timeline look and feel like a safe haven for story sharing. Timeline gives you ample opportunities for creativity. For ideas, check out other non-profit pages.
  • Have a current fangelist initiate discussion threads, themed posts or polls.
  • Invite a guest blogger to write about their experiences, which encourages others to share. 
  • Use Twitter hashtags (#) to initiate a collection of short stories.
  • Sign up for Pinterest and post relevant pictures that will cause people to dig a little deeper.
I would love to hear your ideas. Please share them in the comments section below so that others can benefit from your amazing creativity. Check back next week for the next installment in the series. 
Thanks for stopping by.
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E-Mail Marketing: How To Build a Lead-Generating Mailing List

21 Sep

Tuesday, September 21, 2010

Have you ever tried an e-mail marketing campaign and found it didn’t work as well as you had hoped? That’s pretty typical actually. The first step is to obtain e-mail addresses for people who actually want to hear from you. Here are a few ways to improve your results (i.e. get more “reads” and actions).

1. If you are a retail location, make sure you are obtaining e-mail addresses at the point of sale. Ask customers directly and enter it into your system or have them sign up for your newsletter.

2. Loyalty programs are a great way to encourage people to give you their information. The key here is offering them incentives!

3. Offer some of your products…or a sneak peek…for free. Offer a free seminar or class, samples, etc. People LOVE free!!

4. Contests will most assuredly get you e-mail addresses. Tell them the winner will be announced via e-mail to make it more enticing.

5. Utilize social media programs to encourage followers to sign up for your feed or newsletter or e-mail alerts.

6. As I’ve said before, word-of-mouth is a powerful tool. Friends of followers are great sources as well. Encourage your followers to pass along your information to their friends.

7. Get involved in your community. The more your name is out in the community, people will recognize your brand and you will ultimately gain loyalty.

Now it’s time to tailor your message to your audience. Check out the “Get Inside Their Head” post for tips. Good luck!


*Hint: There are only 9 more days left in September. Take advantage of the referral incentive NOW!*

Next Steps

13 Sep

Monday, September 13, 2010

First of all, I have to say, I wasn’t sure how this day would turn out. It was foggy and overcast this morning. But it is a beautiful pre-fall day and I just love being able to enjoy it! I hope that you get a chance to as well!

Now, on to other things: So last week I posted about the importance of having an online presence if you are a business owner and want to promote. Well, that’s well and good. But what do you do now that you have signed up for Twitter, Facebook, LinkedIn?…and the list goes on.

1) Build an online rapport with customers. You want to be consistent so your online “personality” should reflect your brick-and-mortar personality.

2) Engage visitors with relevant information. The only way to do that is to get to know your consumer. (I talked about that on a previous post.) You can also survey your readers for topics that will benefit them, products that fulfill their needs, even demographics in order to customize your message.

3) Speak on their level. Avoid using catch phrases and industry jargon.

4) Make readers feel special by offering exclusive offers, coupons, discounts and other incentives for checking in or subscribing to your feed. It will keep them wanting more. And they will likely pass on the information to their friends. (Word-of-mouth is a powerful tool!)

Happy Tweeting/Posting/Networking, etc!


Interactive Marketing

9 Sep

Thursday, September 9, 2010

The world now lives in the social media-sphere. In fact, one in four consumers have four or more social media accounts. So, as a promoter of a product or service, where else would you want to be? If you’re not promoting on social media services, it’s time to start. If you are, these tips will help you, too.

Laura Lake of About.com says that “if [your marketing strategy is] not interactive, it’s just interruptive.”

In their study surveying 3,000 consumers, “Consumers Open To Marketing Messages on Social Media Sites”, Performics found that:

  • 34% of those who participated said that they have used a search engine to find information on a product, service, or a brand after they saw an advertisement on a social networking site.
  • 30% learned about a new product, service or brand on a social networking site.
  • 32% said that messages about printable coupons on social sites resonate with them.
  • 28% of those responded said that messages about sales or special deal notifications resonated with them.

Bottom Line? Potential clients will find you or your product via social media services. Be there!

Delaney Marketing & Communications offers services to help create and tailor your social media strategies. Check out the “Services” page for more details.  Until next time,


Click here for more information on the Performics study.

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