Uploaded on January 22, 2007 by gari.baldi
Understand: to perceive what is meant; to accept tolerantly or sympathetically
This is the sage advice about having two ears and only one mouth, listen to what is going on. Even if you already have a very strong market leading brand; before you wade in, listen and observe (lurk in the parlance). The social norm’s don’t always apply on line and some ‘normal’ behaviour is downright rude on line. Equally, what’s ‘normal’ on twitter isn’t the same as what’s normal on LinkedIn. Think of it like international trade and those HSBC ads about cultural differences.
Social media is great for lurking and the great thing about social media is that lurking is accepted, even encouraged. You can let the river of news from most social networks flow over you while you scope out the lie of the land.
Tools like Tweetdeck mean you can keep an eye on half a dozen topic groups (by using search & group functions), most sites allow you to ‘follow’ a discussion so you get all the updates without having to spend all week hitting reload.
Set up a few Google alerts, feed them into your RSS reader. Find the social media networks relevant to your business, there is one out there and Google probably knows where it is. See what’s popular, language used, topics of discussion, OT discussions (Off-Topic, not directly related to the forum/discussion/network but of interest to the group).
Take the time to figure this out, don’t just hire a 13 year old. Like any key aspect of your business, you should understand the basics so that you can plan and act accordingly. If nothing else, you need to know when you’re being spun B.S. by your 13 year old ‘social media guru’. 
You don’t need to be developing any great theory of everything, you certainly shouldn’t aim to know everything about everything. That way lies analysis paralysis, but you can build up a picture of the industry, your client, their challenges and how you can help them address those challenges.
Most social media sites have great facilities for chat, discussion forums and similar where you can ask questions and monitor replies. However, remember the opening advice above and be aware than discussions can be very robust & opinionated. Whatever you do, I would advise against getting drawn into a flame war. As recent evidence as shown, no one is really anonymous on the internet (if they ever were).
Generally I don’t say a lot at networking events, at least until I’ve stopped ‘working’ and had a couple glasses of wine. I’ll usually ask questions like ‘what are you currently excited about…’ or ‘what cool stuff are you working on’. By taking the time to understand a business in the assisted living technologies markets (primarily for the hearing impaired) I was able to identify that the key challenge was more about growth & succession planning than product development & sales. I was able to demonstrate this by asking more about their business structure & strategy than about their technologies. Having establishing my understanding and credibility I was able to recommend that two projects were developed what were around £100k each.
Having worked on understanding your customer’s needs through social media, you can begin to demonstrate that understanding and establish your position as someone who can be trusted and respected.
