Specificity in a Social Setting

Using Specificity Creates Relationships

By Lonny Dunn, Founder of Social N 703-675-0593

“Thanks for the Follow.  Have a Nice Day!”  we might as well be typing to ourselves with that meet and greet.

Social requires specificity.

IE:  “Wonderful beautiful family you have there, @EndUser that Canyon backdrop is amazing!”   is specific.

Note in this example, I put something in front of the @ Sign.  Tweets that begin with the @ Sign are a private conversation. (SEE:  Tweets that begin with the @ Sign can only be seen by mutual followers)

Also note that I have:

~ Commented on the Family

~ Commented on the Background Image

~ Used a word that I loathe:  “Amazing” because it’s not Universally loathed

~ Created a compelling reason for this person to get back to me.

If we are going to say “Thanks for the follow”  why bother at all? Why not turn it into an emotional trigger;  create an environment and put the @EndUser into an almost uncontrollable state of mind, where they respond subconsciously and thus automatically?

Research indicates that emotional triggers are highly effective ~ indeed once we put a human being into this emotional state, it’s virtually impossible for them to move back over into their logical state.  For instance, saying to a female:  “Well that makes a lot of sense” when she is in her emotional state, makes no sense at all.   Asking a male to get emotional when he is doing his math homework doesn’t work.  We must approach logic with logic, and emotions with emotions.  When we begin to realize that Social is an emotional environment, we’ll stop saying:  “THANKS FOR THE FOLLOW”

Emotional triggers create powerful compelling reactions.  Training ourselves to Tweet like this will create powerful chains of communication and solid relationship building foundations.  “Thanks for the follow” is just good manners, and is polite.  But it’s NOT powerful.  If your Social Media Manager (daughter, intern, self styled digital guru ~ ha!) is doing this, immediately fire them, and abandon that strategy.

Be specific with your banter.  That is not an oxymoron.  Banter, however lighthearted and frivolous is a tried and true conversational style that is also non threatening, and non controversial.

My head writer, @PiperBayard squeezes in a quick  “You Rock!” at the end of her tweets, space allowing, and I’ve always liked that as an example of emotional trigger based banter.  It’s paying a compliment, sounds hip (well it did in the 80’s) and is short and simple.

Using specifics about your audience requires  WORK.  Work equals TIME.   It takes time and work to be specific.  We have to actually open the end user’s profile, find something specific to say about them, take note of their interests, and banter about those issues.  Yes, I actually have to click a button or two, and discuss THEM!  Not me.

Which brings us to the most important part of specificity:  It takes us out of ourselves and it requires us to investigate who or what the other party is all about.  It’s planting and sowing.  It’s engagement.  It bears fruit.  It is rewarding to pay attention to the other person.  It’s what Social Media is all about.  Finding out something about someone else, decreasing distance, tearing down the barriers of time, and communicating on a higher level than simply manners or a salutation.


Using the Classic RT Button for Mozilla Firefox: The Most Powerful Engagement Tool I have ever used

How did we amass over 4 million Social Connections?  How did Social N Grow Faster than Pinterest?




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