Which got me thinking about what I was up to 10 years ago.

At the time I was a junior PhD researcher at the University of Plymouth. Bizarrely my old homepage is still live, though mercifully I’d updated it in 1999 with fewer flashing GIF’s and roll-over image maps, though the obligatory animated email gif is still there (the email isn’t live however).

A large part of my research (1997-2000) was looking at systems theory as it applied to ‘human activity systems’, so I’m going to cheat (slightly) and reference some work that wasn’t directly about Social Media (or even web-based technologies). Though I was based in the School of Computing, my background is in engineering and the research group was mostly engineers, economists and psychologists. We were interested in how systems theory could be applied to particular social groups (mostly engineering companies in this case) and in particular the processes that those social groups used to achieve certain aims (generally converting some specification into a manufactured product). However, I believe there is good reason to think that much of that research can be applied to social media application in other business endeavours.

Squared Circle Mosaic: Fibonacci Spiral with Hue Twist - Uploaded on January 27, 2005 by krazydad / jbum

Prof Peter Checkland (Lancaster University) is a Chemist that worked in industry on complex engineering problems and eventually moved to the most complex systems of all, those involving humans (unfortunately his seminal work is a book, 1981, not an online article).

Systems are generally recognised by some fundamental principles;

• Boundaries – there’s a bunch of stuff that’s “inside” the system, and a bunch of stuff that’s “outside” the system (there will usually be an argument over where to draw the boundary but that almost defines the fact that you’ve got a system)
• Inputs and outputs – stuff crosses the boundary, this can be physical or non-physical [you can have a 'closed' system but they're generally rather boring and hypothetical]
• There’s some transformation, i.e. difference, between the inputs and outputs
• There are components within the system; a single component is not a system
• Systems are nested; within large systems are smaller systems

and most importantly

• Emergent Properties – you can’t describe the performance of the system just by analysing the component parts

Checkland is important because he was one of the first people to try and describe the messy company and organisational situations he was working within from a systems perspective (building on much of Bertalanffy’s work between 1934 & 1969) . He identified boundaries and within those boundaries the sub-groups that actually made the company work. He identified information and flows of power within the organisation, and across those boundaries. He was able to sketch out the ‘actual’ human activity system, rather than the business or computer information system. It was the systems characteristic of emergent properties that led to them not performing as planned, and gave rise to the law of unintended consequences (previously identified in social sciences by Robert Merton (1936) but not explained).

But what does this mean for the social media strategist?

Well it means that, despite our shiny shiny toys, there is quite a bit of good research and clear thinking about how people work in groups and in particular how we can design such systems. No matter how carefully we design them, there will be emergent properties; but that doesn’t mean we shouldn’t design them in the first place.

There will always be boundaries, some stuff will be “inside”, some stuff will be “outside”. You don’t want everything to be “inside“; even planet earth isn’t a closed system.

Stuff needs to cross your system boundary, and it needs to be transformed en-route to becoming an output. I put my details into Facebook (as do 350m others) and a whole bunch of RSS feeds, and I get a ‘useful’ homepage about my ‘friends’. I can put photos, comments, stories, whatever in, and people can further transform them with additional comments, links to other people, etc. True, you can’t automagically get that data out of Facebook, but you can log in and read what’s there. And reading what’s there is one form of taking information out of the Facebook system, as are social networks, etc.

Of course there are lots of component software chunks and sub-systems within Facebook. Each casual game on Facebook is its own system, nested within Facebook. Each fan community is a nested system. Each discussion board is, potentially, a sub-system, nested within a fan page, nested within Facebook, nested within the Internet, etc. Depending on where you draw the boundary, everyone that’s on Facebook is also part of the system…

And of course there’s a ton of emergent behaviour that wasn’t predicted (or predicable).

So what can we do about/with it?

The first thing to note is that, from my experience, most people aren’t very good at meta-cognitive thinking about systems theory. That is, they are used to living within systems (social, organisational, leisure) but they don’t actually spend a lot of time thinking about those systems, and even less thinking about how they are thinking about them.

This means that people will usually try to apply existing social behaviours and norms to on line systems, and if that doesn’t work they get frustrated/angry/disillusioned/etc. You either build your on-line social media system exactly like ‘real’ world (but then why would anyone be interested in your system?) or educate people  into the operating of the new system. That’s why all games have tutorial / training built in.

In order to develop a training programme you need to understand, and be able to communicate, the designed purpose and functioning of your system. One way to do this is draw a picture of it, not a UML diagram or a wireframe, but a human activity system diagram. You don’t need to use any ’standardised’ modelling nomenclature, so long as you and your team understand it and it covers the basics above.

Conclusion & Caveat

In conclusion, some thinking time about the network you’re trying to build is valuable. The tools you employ should come afterwards; twitter is not a social media strategy. There are lots of good, well established frameworks to think about social networks, systems of activity, etc. You don’t need to follow slavishly the minutia of their particular quirks and peculiarities but you should understand why they are there and why you are ignoring them.

The caveat: feedback loops are a feature of systems. The huge difference that digital technologies have brought is the near frictionless feedback loop. There is almost no transactional cost to publishing a comment and for that comment to then be republished to +350m people (it happens both automatically via services like posterous and twitter-bots, and through the retweet/comment feature in all social media services), and re-re-published endlessly. That is something that we haven’t modelled effectively yet. The good social media marketeers amongst us know how to achieve this, even if they don’t fully understand the why.

Uploaded on October 23, 2006 by Hamed Saber

Well 2010 kicked off in the UK with snow, ice, sub-zero temperatures and general chaos as public services ground to a halt.

But not Open Coffee and the entrepreneurs of Bristol.

Fortified by the best coffee that the Boston Tea Party on Park Street has to offer we gathered on their first floor to catch up after the break and discuss the future. By the end Steve Cayzer (HP Labs, LinkedIn), Rupert Russell (Carmen Data, LinkedIn), Helen Davies (For Effect, website), Sam Machin (Orange, personal website), Nigel Legg (Katugas Social Media, website) and Andy (who surname I’ve unforgivable forgotten, sorry).

Conversation covered the various tax implications of company car ownership, developing new brand images for the new year (and the difficulty finding a good printers these days), online marketing for small tourism companies and the challenge of getting good geo-location data, and that was just at my end of the tables!

The general opinion was that while the weather and economic climate might be a bit inclement (or just down right awful) there was business to be done and opportunities to be exploited. Business cards were swapped and a couple of new collaborations initiated.

So the New Year is off to a great start and looks to get better.

Look forward to seeing you at the next Open Coffee Bristol on Tues, 26 Jan from 8.30am in The Boston Teaparty on Park St.

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There promises to be some great presentations on social media tools (Colin Rainsforth, twitter) and the fine line between time management & time wasting (Lee Cottier, twitter) but I’m guessing the hot topic will be the Digital Economy Bill.

Paul Smith (Labour Prospective Parliamentary Candidate for Bristol West) is leading the discussion. The bill is about to enter the Committee Stage in the House of Lords, so there’s no guarantee that it’ll be law before the election, but this is a critically important bill for the UK and Bristol’s digital economy so come along and can make a positive contribution.

The aim of Dr Rupert Jones and collegues (including me) was to derive a multi-component assessment index for use with patients with COPD to gain a measure of severity. The index was intended to include items that are clinically important, applicable to all grades of disease severity and all healthcare settings, and simple and clear to use.

Traditionally, the forced expiratory volume in one second (FEV1) has been the main measure of COPD severity for clinicians and still has a prominent place in international guidelines. While patients are mainly concerned with symptoms, exacerbations and functional capacity, airflow obstruction is important to clinicians in order to measure the lung damage and determine treatment. A composite measure could account for various dimensions of the disease, and take into account both the patient’s and the physician’s perspectives.

One highly regarded composite measure is the BODE index which was originally designed to predict mortality in COPD. However, the BODE index involves a Six Minute Walking Test (6MWT) which limits its use in routine clinical settings as it takes time, supervision, and space. Another validated prognostic index, the COPD Prognostic Index is also cumbersome to use in routine clinical settings as it includes seven items, one of which is a health status questionnaire.

Therefore we have derived and validated a composite index of severity in chronic obstructive pulmonary disease, which has recently been accepted for publication by the American Journal of Respiratory and Critical Care Medicine.  We hope the index will be widley adopted by the medical profession.

If you are unsure of its relevance or usfulness to your practice, below is the abstract associated with the journal article.

************

Rationale: COPD is increasingly recognized as a multi-component disease with systemic consequences and effects on quality of life. Single measures such as lung function provide a limited reflection of how the disease affects patients. Composite measures have the potential to account for many of the facets of COPD.

Objective: To derive and validate a multi-component assessment tool of COPD severity which is applicable to all patients and healthcare settings.

Methods/ Measurements: The index was derived using data from 375 COPD patients in primary care. Regression analysis led to a model explaining 48% of the variance in health status as measured by the Clinical COPD questionnaire with four components: dyspnea (D), airflow obstruction (O), smoking status (S) and exacerbation frequency (E). The DOSE index was validated in cross-sectional and longitudinal samples in different healthcare settings in Holland, Japan, and the United Kingdom.

Main results: The DOSE index correlated with health status in all datasets. A high DOSE index score (> = 4) was associated with a greater risk of hospital admission (odds ratio 8.3 (4.1 – 17) or respiratory failure 7.8 (3.4 – 18.3). The index predicted exacerbations in the subsequent year (p ≤ 0.014).

Conclusions: The DOSE index is a simple valid tool for assessing the severity of COPD. The index is related to a range of clinically important outcomes such as healthcare consumption and predicts future events.

I jokingly asked if Psychology could help the leaning tower and we concluded that the research I was offering up for scrutiny probably wouldn’t.

However the “Inclined Tower“, as a Swiss friend calls it, offers up an obvious, and visual, comparison with some of the benefits from attending conferences.

Its actually quite unusual to learn astounding new facts at academic conferences. Most of the formats involved are just too short and the programme too crowded to allow for a long and detailed examination of new research (that’s what Journal papers are really for). In Pisa there were nearly 1,300 separate pieces of research being presented, either in 15 min oral presentations, posters, symposia, or round table discussions. And all this over 4 days [programme in pdf format].

While you may not spend a lot of of time learning new material, you are forced to look at things from new angles and applying your thoughts and feelings in new ways.  In other words from a ‘New Perspective’!

You’re exposed to the work of people with very different, though equally valid, research philosophies.You can see how they tackled similar questions but from different perspectives (sometimes wildly different).

Studies in psychology provide and require multiple perspectives to be applied in order to understanding people as individuals and as individuals in a community. Research findings and implications about the mind and mental processes as well as studies of the development and behaviour, maintenance and change of socially significant behaviour are all of importance in understand and explaining (at least in part) the world we live in and how we situate ourselves within it.

p.s. John here, I sat in on some of the presentations and there were a couple of very interesting points. Traditionally the shift change in hospitals has been seen as a vulnerability and has resulted in a culture of long shifts. Some research indicated that safety might actually be improved with more shift changes, since they were more often catching problems than causing them. It was the act of explaining what was going on to someone new, a fresh pair of eyes, that caught these oversights. Equally, they sometimes gave people the impetus to make a decision. For a start up company that’s charging along eyes on the prize, taking time out occasionally to explain that bigger picture to an impartial observer, is a huge benefit.

It was also notable the lack of technology awareness in health care messages and communications. Not just the use of social media but viral gaming, mobile data capture & evaluation, and general webbiness. As I tweeted from the conference (I was in the minority having a mobile data device with me), online avatars working from fixed scripts do not make for very convincing ‘companions’. There is a lot this community could learn from places like the Pervasive Media Studio here in Bristol and the ecosystem around them.

For a technical civil engineering description of the tower and various attempts to ’straighten’ it check out this page.

Uploaded on March 17, 2009 by gilderic

Recommend: to present as worthy of confidence, acceptance, use, etc.; commend; mention favorably

This is possibly the hardest stage and the one that most often introduces cognitive dissonance. You spend the time establishing rapport, building your understanding, demonstrating your understanding and expertise, at some point you need to recommend a solution. Obviously you want to recommend your solution, your most expensive solution (to push your ROI), or your cheapest solution (to hook them in)?

No, you want to recommend the best solution for whoever you’re talking to.

Of course if all you do is recommend others you’ll quickly go out of business, unless that is your business paid for by someone else. And here we get to a really interesting business proposition that’s been around for some time but is potentially seeing a resurgence in the business of social media business.

Commission based sales and affiliate marketing (where the sales channel takes a cut of the final transaction value) are nothing new. However, this is still a traditional sales pitch, even Google ads will present you the ad that’s paid the most for the keyword you’ve typed in even if you would actually be better off with another (cheaper) solution.

‘Proper’ social media allows you to recommend other people and yet still maintain a link with the customer for the next time, and through the joy of networks to all their connections. So when they tweet what a great consultant/business/product you’ve got, all their connections find out.

There still isn’t a decent mechanism for measuring social value. Tara Hunt’s Wuffie Factor is an attempt but I’m not aware of it being used much in practice. LinkedIn recommendations are a bit too back-slappy and mutually appreciative which sort of devalues them.

The hardest reports I filled out were the ones where I’d been talking to a company and suggested they get in touch with another University for their £’00k research project. Of course it goes down better if that solution is from the company employing you, but its remarkable how many successful introductions to new clients came from people I’d recommended go elsewhere.

Uploaded on July 9, 2009 by Reinante El Pintor de Fuego

Close: to arrange the final details of; to complete or settle

If the recommendation is accepted, and it usually was, then closing is just the fine tuning of the agreement, sorting out purchase / invoice details, price, delivery, etc.

A word of warning though, just because you’ve build up this great rapport with a client, don’t begin work without a signed contract. If there is to be an exchange of money then you need at least something that sets out in writing the proposed transaction.

Having invested all this time and effort in securing a sale, keep it going, but don’t assume anything. Don’t assume that now they’ve finally made a purchase they’ll go away and leave you in peace, making monthly subscription installments; or that now they’ve bought your stuff you can pester them about every upgrade and option on the list.

I would recommend consistency above all. If you’ve provided a very light touch information stream and simple options leading up to the sale, don’t suddenly start sending bi-weekly email newsletters. Likewise, if you’ve been chatting on twitter, sending notifiers through your Facebook fan page, and so forth, don’t suddenly ignore them to chase the next client/customer.

So five posts ago I asked what was social media good for? It can be good for business, it can be good for your business, but like any tool of business, you need to spend a bit of time thinking through your strategy and implementing it to find new customers and establish rapport, lurk-a-lot (and talk with them a lot) to understand them and their needs, demonstrate you’ve been listening and really understanding, and then make some recommendations on their best course of action, eventually closing a deal with a new customer.

And if I’ve managed to build up some rapport with you, you think I might understand your needs, and have demonstrated that I understand social media, I’d recommend you drop me an email and we’ll take it from there!

Uploaded on October 2, 2006 by J. Star

Demonstrate: to make evident or establish by arguments or reasoning; to describe, explain, or illustrate by examples, specimens, experiments

Now is the time to join the conversation. Relate to your audience, demonstrate that you understand their world and needs. Demonstrate that you are an authentic person not just a marketing drone. This is where a little bit of human comment alongside the professional is more acceptable than in traditional marketing / communications strategies.

How much will depend on you, your product/service/company and your audience. Try a bit out, see what the response is, if you haven’t quite understood the social norms, apologise and tighten up a bit.

It may be that your online shopping site is able to demonstrate that you understand my need by recommending other things I’d like. At the moment this is still more ‘miss’ than ‘hit’. And frankly my experience of Facebook’s targeted ads is pretty poor (but then perhaps I’m not sharing enough to allow them to understand my every whim).

Freeagent established an early rapport with me through a review of their products on a website (can’t remember which but it was around their launch date), they clearly understood the needs of small businesses in the UK and particularly recognised the need for LLP specific accounting support (we’re incorporated as an LLP). They continue to demonstrate that they understand my needs by staying out of my face and cranking out the updates.

By contrast Greenlight Search Engine Marketing blew it completely at this point. They’d begun well, establishing rapport with a polite email referencing this site and a specific post, and followed up with a couple of phone calls which was a nice touch. I should have realised that they didn’t understand me from the email and phone calls but decided to proceed anyway because of the great job that Vodafone had done with their ‘Live Guy‘ promotion and this was also for Vodafone.

Greenlight asked me to put some links to Vodafone’s store on my post, I thought this was kind of cool (it’s always nice when someone reads, or at least notices your stuff) and wanted to add a small post-script about Greenlight, SEO in web2.0 etc and then the links. Nope, they just wanted the links and to pay me £40. Against my better judgement, and after lots of thinking, I stuck the links on (with rel=”nofollow” tags) and emailed my invoice. A few weeks later, without settling their invoice, I got another email, from someone else in Greenlight, ‘updating’ the links (which I did in good faith). Several months later, still without settling their invoice, I’ve not heard anything further and have taken the links off.

Which brings me to an important aspect of social media (which applies to any business but is amplified with online). Do a great job and your happy customer might tell one or two people what a great job you did, upset them and you’ll have United Breaks Guitars (YouTube video)!

Assuming you’ve demonstrated that you understand your client/customer/community needs, it’s time to make a recommendation on what to do next.

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.

Uploaded on January 11, 2009 by daviza

Rapport: relation; connection, esp. harmonious or sympathetic relation

This is ostensibly the easy bit of social media; the ‘friending’ act is usually straight forward and simple and isn’t the whole point of “social media” to be, well social?

As is often the case the answer is “Yes, but…

I think that the difference is between permission and interruption. Seth Godin is probably the leading writer/thinker about this.

In the good old days you’d interrupt what people were doing to tell them about your great product or services. Because you’d interrupted them you had to move fast before they found something else to look at, hence the high-speed / high-pressure approach made (in)famous by car salesmen on US television.

If you were networking you’d open with your elevator pitch and close by handing a business card over and demanding one in return. When you got home you’d immediately send out a follow-up letter and offer to quote for business, you might even include a ’special offer’ because you’d met them in person.

All of which has very little to do with rapport and everything to do with words like ‘conversion’, ‘pipeline’, and ’sales order process’. Too many people are still using the social media tools as old-school interruption opportunities. Folks on twitter who constantly tweet their blog posts, special offers, etc, Facebook apps that aggressively try to go viral by demanding that you interrupt your friends with requests to join this club, or take this test.

The plethora of tools and sites now available mean that we can genuinely begin to build harmonious or sympathetic relations with customers/clients without getting all new-agey and transcendental.

The first task, as always, is to be clear why you’re using social media tools. Where they fit in your business plan (you do have a plan right?) and what you’re hoping to achieve. From here you can think about where to begin social networking, who you’re hoping to network with, what you would like out of it and what you’re offering. Remember that to be really successful you need others to give you permission to be social with them. Your content / offer / insight / etc has to be compelling enough for people to click “Accept new Friend” or whatever the equivalent is on the platform you’re using, and you should almost certainly be on several.

Then there’s the design of your social presence, which should be sympathetic to the audience. If you’re audience is corporate business then slightly serious blues, rounded boxes, and a ‘business like’ approach is probably better than wacky layout, pastel colours, cartoon fonts, etc. This harks back to a joint post I did with Chris in March about presenting your product (or yourself) to a customer.

Think also about your avatars, are they logos, photos cartoonified versions of your photo? Think about where you are (Facebook, MySpace, Bebo, Xing, LinkedIn, Ecademy, etc) is this where your customers, partners, or audience are? More importantly, is it where they expect to see you?

Most of the companies that do business with Universities are medium sized or large companies, they’re typically not start-ups. So while start-up and new media parties are great fun (and they are), they weren’t that relevant for my role back in 2002-2005. What was relevant was industry networking events, and regional networking events where the middle and senior engineers and Directors would go to find out about research, funding, and opportunities for their company. Being sympathetic meant asking about their business processes, technical challenges and opportunities they weren’t able to capitalise on just yet.

These days I’d be checking out the LinkedIn groups from Aerospace & and major primes, I’d also be signed up to the forums from the West of England Aerospace Forum (our regional membership organisation for this sector). I’d also explore Ning and some of the other less well known social media platforms to find the niche networks.

That’s how I established a rapport with the MD of Messier-Dowty Services, at an event where the interesting companies were. Messier-Dowty Services had a huge opportunity in the coming need for through life capturing of service data on every component in an aircraft’s landing gear, and a huge challenge because a single landing gear can have thousands of components and hundreds of sub-systems; all of which are being moved between individual landing gear, different aircraft, and many operators throughout their serviceable life. With even my limited database architecture experience it wasn’t hard to sympathise with that opportunity/headache.

Having established some rapport I was able to arrange some follow up meetings to understand their needs, demonstrate that understanding by developing an outline project idea and then recommend a great academic and funding source, and closing a circa £100k project between them and the University.

Once you established some element of Rapport, you can begin to build your Understanding of the person’s needs.

Lots of smart folk have been discussing the business models (esp Alan Patrick, Seth Godin, Fred Wilson, and Sean Park) and the use of social media (esp danah boyd, Chris Brogan, Tara Hunt, and our own Nigel Legg), you could even check out my GReader shared stream or Friendfeed to see who I’ve been reading in particular.

This particular post was triggered by two events here in Bristol. The first was the launch of the Brrism Social Media Cafe, the second was a local Federation of Small Business event. Both were good in that they were fundamentally starting from outside the echo-chamber.

As a lapsed academic with a research background in systems theory, business processes and change management I think I have a useful perspective to consider these new tools. I’m also not promoting my own business solution so perhaps offer a degree of ‘independence’. I’m lucky in that I have the freedom to experiment and to try and span organisational & industry boundaries to figure out how these tools can be used.

And they are just tools. This may be heretical, but despite all the Gen-Y / Digital Native stuff, I don’t think social media is re-wiring our brains. That probably last took place around 60,000 years ago and even if it is taking place now, its a process that’ll take several biological generations (rather than internet generations which can take place over a weekend).

Any sufficiently advanced technology is indistinguishable from magic. Arthur C Clarke, Profiles of the Future, 1973, Ref. Wikipedia

Yes, the technology is remarkable, even amazing and close enough to Arthur C Clarke’s description of ‘magic’ as to be the best description in most circumstances. Even the humble SMS, when you actually try to break it down to fundmental processes, software and hardware, is magic.

So what can we do with this ‘magic’?

There was definitely more understanding of the community building potential for social media tools at the Brrism event (even the ‘money’ group spent most time talking about community & method rather than purpose) while the FSB folks were still making the leap from social media as a ‘free’ version of traditional marketing. However, all the talk about community, social, conversation, and similar terms took me back to a Young IoD event I went to a couple of years ago.

The speaker was Nick Drake-Knight and he has a very clear sales process. Nick advocated Rapport – Understand – Demonstrate – Recommend – Close. I think this provides an excellent strategy for social media usage in business, actually its a great strategy for being social in business. Over the next few days post my thoughts on how to do this and relating to real experiences that I’ve had.