This is the sixth installment in our on-going series on Social Media for Manufacturing.  This is an extension of a recent seminar Web Marketing Manager Carmen Fontana gave on the topic for the Cleveland manufacturing association, WIRE-net. While geared towards industrial companies, many of the principles can be applied to businesses of all types.

In the real world, you would never walk into a cocktail party shouting at the top of your lungs, “MY NAME IS JOE AND I RUN THE BEST COMPANY EVER.  BUY MY PRODUCT NOW,NOW, NOW!!!!”

Instead, you would probably quietly enter, grab some h’or dourves and carefully observe the room.  Once you had a feel for who was there and what they were talking about, then and only then, would you politely introduce yourself to fellow party goers.

A cyber cocktail party, be it Facebook, Twitter or LinkedIn, operates in the same manner.  You will be more successful, and a lot more liked, if you take a “Listen and Learn” approach before diving right into Social Media.

Principles to observe:

• Watch what others are doing.  What are they posting about?  How frequently?  Are they getting good response rates?
• Speak, don’t shout.  Social Media is a conversation between people, not a billboard for your latest specials.
• Promote, but discretely.  At the end of the day, you are trying to make money.  And that’s totally fine.  Just promote yourself in less obvious ways.  Less is more when it comes to selling in Social Media.
• You give as much as you get.  Give free advice.  Answer questions.  Post informative articles.  Good will breeds good will.

Here are a few ways to start listening and learning:

1. Sign up for Google Alerts.
2. Read industry blogs using a RSS reader.
3. Follow companies, read Answers and follow News on LinkedIn.
4. Watch relevant videos on YouTube.
5. Follow companies and hashtags on Twitter.
6. Like companies (both B2B and B2C) on Facebook.

Next installment: The Social Media Process: Step 3, Engage