One Entrepreneur On Social Networking: Adrienne Graham

This is part of a series called "The Entrepreneurs on Social Networking."  This interview is with Adrienne Graham.

What are your general thoughts on social networking (do you think it's highly important for today's business owner, a great way to build a web presence, a fad, exaggerated in importance, etc.)?

I believe social networking is whatever you need it to be. For today’s business owner, I think it is vitally important that they be part of the process. While it isn’t necessary for each and every business to be involved in social networking, the companies that are have a distinct advantage. They get to see what their customers (and potential customers) are saying about them. Social networking allows you an observers view into the conversations about your business and gives you a chance to publicly fix problems and request feedback. It can also serve as a platform to test new products and services. It is no longer just a way for unproductive people to kill time waiting to clock out at the end of their work day. People are having real conversations and collaborating to create new business ventures and opportunities. The important thing to remember is to remember it is a tool and an ever changing one at that.

What have been your biggest challenges with social networking?

My biggest challenge hasn’t been with social networking as much as it’s been with the people who use it. One example it getting people in my social networks to have dialog beyond the initial sign up. A lot of people are either new to or afraid of social networking and don’t know how to navigate for fear losing privacy or being overwhelmed. It’s up to me to educate them and make them comfortable in using the social networks as a tool to communicate and ask for what they need. Another challenge I have is stepping out from the masses. There are so many new social networks popping up all the time, the onus falls on me to keep my networks active. People are on overload and because the so-called experts keep telling them how to monetize these networks, they feel like they’re being sold to. People like me have to continue to show the value in being part of a solid and active social network and disregard the “background noise”.

What have been your keys to success when it comes to social networking?

My keys to success with social networking have been building real relationships and remaining authentic. It’s hard to do that when you’re constantly being told “she who has the most followers is queen”. I position myself as a thought leader and I open myself up to my audience (followers, listeners, friends, etc).  I mostly ask what they want/think/feel/like. I keep the conversations going and in some cases, I start the conversations. I segment my connections. Some are business leaders who I share interesting conversations with about our similar experiences and thoughts. Some are people looking for help or advice who I give of my time to provide answers to their questions. Some are peers who I challenge when I disagree and have meaningful dialog so we can understand one another’s position. Social networking has lead to many media and speaking opportunities for me that would not have happened had I not been as actively engaged.

Do you have any techniques or routines that help you succeed with social networking?

Yes. I set aside specific times during the day to dedicate solely to social networking. I implemented social networking into my overall networking strategy. I make sure that my message is consistent across all of the sites and tools I use. Using tools such as Ping.fm, Hootsuite and other tools that allow me to log in to fewer site, I can post a message, update or a blog post that can be transmitted to various sites. For example, when I schedule a show on my radio show on Blog Talk Radio, I have it set to automatically send a message to Facebook, Linked In, Twitter and my blog. I also make sure to check out what people are talking about and come up with questions or responses to those conversations. That helps to keep the dialog moving. I also make it a point to follow up and continue dialog. Each quarter I send out an update email to let me connections know what’s going on with me. I invite them to update me about their happenings as well. I recently implemented Talk to Me Tuesday. I go on Facebook, Linked In, Twitter, etc and ask people to give me a call I they want a quick networking chat or a brief help session (if they have a pressing career or business problem). I also do something called TweetMeTuesday where I invite recruiters to tweet me their jobs so I can retweet them to my followers. In all that I do, I make sure to keep the dialog flowing. It is a process that you have to map out to work for you. Not everyone’s process will be the same.

How important is social networking to the success of your business?

Social networking is very vital to the success of my business. The foundation of my company is networking, social media and technology. So it  is crucial that I maintain the brand and the authenticity that comes with it using social networking. It allows me to keep the company in the forefront of my target audience’s mind and to introduce it to new people I may not have ever met (or not have met as quickly or easily). I practice what I preach and maintain authentic social networking relationships.

Any final thoughts on social networking?

Don’t over think it. You don’t have to join every site or use every tool. Figure out where your audience is and go there. Be cognizant of the conversations and make sure you’re  providing valuable contributions and not just trying to shove information or your products/services down people’s throats. Be part of the dialog but don’t dominate it. Pay attention to what people need then deliver. Don’t be afraid of it because you can control how much and what you share.

Adrienne Graham is a serial entrepreneur and CEO of TWO companies. She is the CEO & Founder of Empower Me! Corporation, a media, publishing and professional development organization for the upwardly mobile professional woman. She is the voice behind Views From the Top Radio Show and the creative social media visionary responsible for creating Empower Me! Radio, Empower Me Institute, Fearless Woman Magazine, & Empowered Woman TV. She has taken what started as a small professional network for women, and turned into an international multimedia and networking power brand. Graham is also CEO of Hues Consulting & Management, Inc, a diversity recruitment consulting firm.