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June 30, 2009 Written By: 103 Comments

Build Thought Leadership Through Social Networking

Remember, social media is about people, not logos. That’s why the most powerful form of social capital is personal, not corporate.

That was the theme of my day-long workshop for the Association of Management Consulting Firms last week in New York. My friend and client Elizabeth Sosnow of BlissPR co-presented with me.

Titled “You’re a Rock Star: Building Thought Leadership Through Social Networking” the seminar covered the business case for building your social graph, how to build thought leadership through content, blogging and blog commenting advice, Linkedin and Twitter tips, and more.

Key social media thought leadership takeaways:

  • IBM has quantified the value of social relationships at $948 in annualized new revenue for EVERY new contact.
  • Buyers of B2B products and services are twice as involved in social media as the overall US online population.
  • Inbound marketing is more efficient and effective than traditional targeting and interruption-based tactics, because inbound focuses on hand raisers, and solves their problems.
  • You have to set social media limits, or you’ll drive yourself crazy trying to be everywhere at once.
  • The most sure-fire way to be a social networking smash is to focus on adding value and being helpful.
  • Atomized, distributed content works much better than siloed, “big” content like white papers.
  • Social media and social networks close the gap, enabling business and personal connections that would otherwise be unattainable.

Slides are below. As always, comments are welcomed and appreciated.

You're a Rock Star: Building Thought Leadership Through Social Networking
View more documents from Jason Baer.

Also, check out BlissPR’s new study on social media adoption by professional services firms. Good stuff.

pf button both Build Thought Leadership Through Social Networking
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Hard drive recovery

These slides are better than virtually every book Ive read on this subject. Thank you for sharing them.

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Tim Otis

Jason,
Thanks to Bliss PR and yourself for putting this together. If I could provide some feedback to your SlideShare presentation, I think the time spent promoting statistic is dead on. Since emerging media has spelled out such strong connectivity, to compete and work alongside our counterparts, we have to learn how to package things differently. You're right-- We're all in this together and I think that also scares some people who simply want to be the 'firsts'.

Could you expound on thinking vertical? This is something with which I'm not entirely familiar--especially used in social media talk. I like the visuals; they are very engaging, though I think Groundswell/Forrester is very much overrused to demonstate profiling analytics. I like the stuff but for new prospects, it's not terribly intuitive.

Lastly, your point about spheres and knowing your spheres is so important to this conversation. A lot of online users contrive their identity when they don't have to. When I first started, I actually came up with a strategy as to how I would position myself. But when it came down to tweeting/updating and keeping the social Web space natural and entertaining, I held to own values, passions, and interests-- and that made all the difference in terms of my level of influence.

Good stuff, Jason. Keep it up!
Tim
[rq=86961,0,blog][/rq]Im a Social Media Rat-- Get Me Out of Here!

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Tim Otis

Jason,
Thanks to Bliss PR and yourself for putting this together. If I could provide some feedback to your SlideShare presentation, I think the time spent promoting statistic is dead on. Since emerging media has spelled out such strong connectivity, to compete and work alongside our counterparts, we have to learn how to package things differently. You're right-- We're all in this together and I think that also scares some people who simply want to be the 'firsts'.

Could you expound on thinking vertical? This is something with which I'm not entirely familiar--especially used in social media talk. I like the visuals; they are very engaging, though I think Groundswell/Forrester is very much overrused to demonstate profiling analytics. I like the stuff but for new prospects, it's not terribly intuitive.

Lastly, your point about spheres and knowing your spheres is so important to this conversation. A lot of online users contrive their identity when they don't have to. When I first started, I actually came up with a strategy as to how I would position myself. But when it came down to tweeting/updating and keeping the social Web space natural and entertaining, I held to own values, passions, and interests-- and that made all the difference in terms of my level of influence.

Good stuff, Jason. Keep it up!
Tim
[rq=86961,0,blog][/rq]Im a Social Media Rat-- Get Me Out of Here!

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nike shox

can anyone tell me how to get the little avatars to appear in my comments section? thanks!

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Rob Leavitt

Good mega-primer from @jaybaer & @elizabethsosnow on biz social networking, via @B2BThoughtLEAD http://bit.ly/13dPLp

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Mark Delfeld

RT @jaybaer: Build Thought Leadership Through Social Networking http://bit.ly/13dPLp

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Nat Dold

RT @B2BOnlineMktg: Thought Leadership Through Social Networking by @jaybaer http://ht.ly/2bx2B #B2B #socialmedia #marketing

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Vladislav Ognyanov

RT @B2BOnlineMktg: Thought Leadership Through Social Networking by @jaybaer http://ht.ly/2bx2B #B2B #socialmedia #marketing

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B2B Online Marketing

Thought Leadership Through Social Networking by @jaybaer http://ht.ly/2bx2B #B2B #socialmedia #marketing

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B2B Social Media

Thought Leadership Through Social Networking by @jaybaer http://ht.ly/2bx4e #B2B #socialmedia #marketing

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I like it, very good
I like it, very good, Particularly in the Authority pages.

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Hard drive recovery

These slides are better than virtually every book I’ve read on this subject. Thank you for sharing them.

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Convonix

RT @Steveology Build Thought Leadership Through Social Networking | http://ow.ly/12KWn

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Abang Edwin SA

RT @socialmouths: Build Thought Leadership Through Social Networking (via @jaybaer) http://bit.ly/13dPLp

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Bill Annibell

Build Thought Leadership Through Social Networking (via @jaybaer) http://bit.ly/13dPLp (via @socialmouths)

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Francisco Rosales

Build Thought Leadership Through Social Networking (via @jaybaer) http://bit.ly/13dPLp

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Sean M. Lyden

RT @jaybaer Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting - ... http://bit.ly/13dPLp

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JReischek

RT @Steveology: Build Thought Leadership Through Social Networking | http://ow.ly/12KWn

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Steve Farnsworth

Build Thought Leadership Through Social Networking | http://ow.ly/12KWn

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RT @jaybaer Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting - ... http://bit.ly/13dPLp

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Colette Cote

Are you a rock star? RT @danavan: Building Thought #Leadership Through Social Networking: http://ff.im/-8dmqS -via @chuckfrey

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Chuck Frey

RT @danavan: Build Thought Leadership Through Social Networking: http://ff.im/-8dmqS

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Rich Hill

Thought Leadership is very important and an excellent B2B service that you offer. Social Networking will surpass email in popularity soon so you are in the right category for sure.

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Rich Hill

Thought Leadership is very important and an excellent B2B service that you offer. Social Networking will surpass email in popularity soon so you are in the right category for sure.

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ERATE_Amy (Amy Lillard)

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Building thought leadership through social marketing - a nice perspective and overview [link to post] #socialmedia - Posted using Chat Catcher

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ERATE_Amy (Amy Lillard)

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Building thought leadership through social marketing - a nice perspective and overview [link to post] #socialmedia

- Posted using Chat Catcher

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Craig Badings

Thought Leadership is a much maligned term and while social media is one leg, and an important one at that, of sharing content, it's use as a driver of thought leadership always needs to be seen in the context of the audience. To me, thought leadership is about understanding the aspirations and needs of your target audiences and even preempting these sometimes by providing them with something of value over and above the product or service you sell.

It is about sharing willingly your knowledge/ content/ expertise whatever you want to call it, that adds value to your customers' or prospective customers' lives.

Today more than ever, and this is something that has been driven primarily through social media, thought leaders have the opportunity to engage directly with their customers or prospects and have a two-way conversation.

Unfortunately this is where most large corporations fall down. They have been caught up in a pattern of one-way communication through the mediums of radio, TV and print. As a result many of them have yet to come to terms with the prospect of engaging in a two-way conversation with their customers and most are scared to do so.@thoughtstrategy
Cheers
Craig

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CatalystAdv (Steve Burlison)

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RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting .. [link to post] - Posted using Chat Catcher

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bpearce76 (Becky Pearce)

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RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting. [link to post] - Posted using Chat Catcher

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CindyKimPR (Cindy Kim)

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@jaybear How to Build Thought Leadership through Social Networking [link to post] - great blog post. Can get a copy of the slides? - Posted using Chat Catcher

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Cindy Kim

Quick comment on this - great preso and blog post. We currently use our social media channels and social networking to syndicate and communicate our thought leadership. The strategy is key first and foremost in understanding your key messages and campaigns you want to take to the market then driving that across the channels you have already established.
.-= Cindy Kim´s last blog ..PR & Marketing Pros: Unlearn Your Trade to Succeed or Get out of the Way! =-.

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Becky Pearce

Thanks so much for sharing this with those of us who couldn't be there for the presentation. I can't wait to dig in and spend some time with it.

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Cindy Kim

@jaybear How to Build Thought Leadership through Social Networking http://bit.ly/MxU86 - great blog post. Can get a copy of the slides?

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amargello (Ali Margello)

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RT @damphoux: RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] - Posted using Chat Catcher

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damphoux (Mike Damphousse)

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RT @jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] - Posted using Chat Catcher

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cpechayco (Christine Pechayco)

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Great points here! RT@jaybaer You can be a rock star. Using social networking to build thought leadership. [link to post] - Posted using Chat Catcher

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BethHarte (Beth Harte)

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@Jaybaer shares his slides on 'Build Thought Leadership Through Social Networking' A ton 'o slides, but worth it. [link to post] - Posted using Chat Catcher

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coachdbrown (Douglas S. Brown)

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Soc Media Link: Build Thought Leadership Through Social Networking | Social Media ...: Inbound ma.. [link to post] - Posted using Chat Catcher

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thought-leadership-social-networking [link to post] - Posted using Chat Catcher

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Craig Badings

Thought Leadership is a much maligned term and while social media is one leg, and an important one at that, of sharing content, it's use as a driver of thought leadership always needs to be seen in the context of the audience. To me, thought leadership is about understanding the aspirations and needs of your target audiences and even preempting these sometimes by providing them with something of value over and above the product or service you sell.

It is about sharing willingly your knowledge/ content/ expertise whatever you want to call it, that adds value to your customers' or prospective customers' lives.

Today more than ever, and this is something that has been driven primarily through social media, thought leaders have the opportunity to engage directly with their customers or prospects and have a two-way conversation.

Unfortunately this is where most large corporations fall down. They have been caught up in a pattern of one-way communication through the mediums of radio, TV and print. As a result many of them have yet to come to terms with the prospect of engaging in a two-way conversation with their customers and most are scared to do so.@thoughtstrategy
Cheers
Craig

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CatalystAdv (Steve Burlison)

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RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting .. [link to post]

- Posted using Chat Catcher

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Chip Cook

"Build Thought Leadership Through Social Networking". Its all about the people! Great deck. Useful for B2B efforts. http://chilp.it/?736e1b

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monica levy

jay - would have loved to see the presn; slides are great, but assume better with narrative.

can you pls provide some detail on exactly how IBM has managed to quantify a $948 return on each contact SPECIFICALLY due to impressions via SM, vs. the impact that their billions of brand-building dollars and other communications efforts over the last decade would also certainly have had on those customers? in other words, were they able to control for the impact of SM vs. the impact of advertising, pr, other web, word of mouth, etc.? ( if so, the person who's figured out how to do that should go into consulting and will make kazillions of dollars immediately, if not sooner.)

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bpearce76 (Becky Pearce)

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RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting. [link to post]

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Mike O'Toole

Great post RT @elizabethsosnow: You can be a rock star. Using socl ntwkng to build thought leadership. http://bit.ly/bPmdi (via @jaybaer)

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CindyKimPR (Cindy Kim)

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@jaybear How to Build Thought Leadership through Social Networking [link to post] - great blog post. Can get a copy of the slides?

- Posted using Chat Catcher

share
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Cindy Kim

Quick comment on this - great preso and blog post. We currently use our social media channels and social networking to syndicate and communicate our thought leadership. The strategy is key first and foremost in understanding your key messages and campaigns you want to take to the market then driving that across the channels you have already established.
.-= Cindy Kim´s last blog ..PR & Marketing Pros: Unlearn Your Trade to Succeed or Get out of the Way! =-.

share
  • spam
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Becky Pearce

Thanks so much for sharing this with those of us who couldn't be there for the presentation. I can't wait to dig in and spend some time with it.

share
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  • off topic
 Like
Cindy Kim

@jaybear How to Build Thought Leadership through Social Networking http://bit.ly/MxU86 - great blog post. Can get a copy of the slides?

share
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  1. belindaang (Belinda Ang) says:
    June 30, 2009 at 8:16 am

    Twitter Comment


    RT @jaybaer: How to Build Thought Leadership Through Social Networking [link to post]

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  2. ahkai (ahkai) says:
    June 30, 2009 at 8:17 am

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    RT @belindaang: RT @jaybaer: How to Build Thought Leadership Through Social Networking [link to post]

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  3. jeanenne (Jeanenne Ray) says:
    June 30, 2009 at 8:37 am

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    RT @jaybaer How to Build Thought Leadership Through Social Networking [link to post]

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  4. Worob (Andrew Worob) says:
    June 30, 2009 at 9:02 am

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    Great info in here for B2B companies RT @jaybaer: How to Build Thought Leadership Through Social Networking [link to post]

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  5. billfromsc (Bill Free) says:
    June 30, 2009 at 9:15 am

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    @jaybaer Thanks. Exploring potential for a thought leadership strategy in our B2B space. Very helpful.

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  6. almquist (Nathan Almquist) says:
    June 30, 2009 at 9:49 am

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    Reading : How to Build Thought Leadership Through Social Networking [link to post] (via @jaybaer)

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  7. alexfortney (Alex Fortney) says:
    June 30, 2009 at 10:06 am

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    RT @tweetmeme Build Thought Leadership Through Social Networking | Social Media Marketing | Social Media Consulting … [link to post]

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  8. Narcissism is killing us | tdhurst says:
    June 30, 2009 at 12:28 pm

    [...] Now Jay Baer too? Please STOP.SHARETHIS.addEntry({ title: "Narcissism is killing us", url: [...]

  9. treypennington (Trey Pennington) says:
    June 30, 2009 at 12:30 pm

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  10. elizabethsosnow (Elizabeth Sosnow) says:
    June 30, 2009 at 12:36 pm

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    You can be a rock star. Using social networking to build thought leadership. [link to post] (via @jaybaer)

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  11. sonnygill (Sonny Gill) says:
    June 30, 2009 at 1:02 pm

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    @sonnygill Thank you for retweeting [link to post]

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  13. motoole1 (Mike O'Toole) says:
    June 30, 2009 at 1:04 pm

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    Great post RT @elizabethsosnow: You can be a rock star. Using socl ntwkng to build thought leadership. [link to post] (via @jaybaer)

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  14. JeremyWiles (JeremyWiles) says:
    June 30, 2009 at 1:06 pm

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    RT @jaybaer: You can be a rock star. Using social networking to build thought leadership. [link to post]

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    June 30, 2009 at 1:18 pm

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    June 30, 2009 at 1:28 pm

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  19. Narciso17 (Narciso17) says:
    June 30, 2009 at 2:04 pm

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    Solid & Practical Advice From @jaybaer > ‘Build Thought Leadership Thru Soc Ntwking’ [link to post]

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  20. m_j_brazeau (Michelle Brazeau) says:
    June 30, 2009 at 2:17 pm

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    Great entry – good info 4 b2b: RT @jaybaer: You can be a rock star. Using social networking to build thought leadership. [link to post]

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  21. GinnyBartosek (Ginny Bartosek) says:
    June 30, 2009 at 3:04 pm

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  22. TheTweetTank101 (The TweetTank) says:
    June 30, 2009 at 4:16 pm

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    July 3, 2009 at 2:59 pm

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  24. shainalamb (Shaina Lamb) says:
    July 7, 2009 at 11:39 am

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    social relationships valued at $948? Wow!!! [link to post]

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  25. allanschoenberg (Allan Schoenberg) says:
    July 10, 2009 at 12:58 pm

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  26. leannms (Leann Soffe) says:
    July 10, 2009 at 1:02 pm

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    Buyers of B2B products and services are twice as involved in social media as the overall US online population.[link to post]

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  27. Chi_PR_Banas (Mike Banas) says:
    July 10, 2009 at 1:04 pm

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  28. 3rdpartyblog (3rd Party Blog) says:
    July 13, 2009 at 6:09 pm

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  29. MailGloo Lounge » Blog Archive » Email vs Twitter – is there a contest? says:
    July 27, 2009 at 3:08 am

    [...] time aspect is critical here. Jay Baer’s quote on social media thought leadership is [...]

  30. mikeramer (Mike Ramer) says:
    August 5, 2009 at 7:30 pm

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    Be a Rock Star: Thought Leadership Thru Social Media (IBM Case Study): [link to post]

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  31. chuckfrey (Chuck Frey) says:
    September 16, 2009 at 7:45 am

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    RT @danavan: Build Thought Leadership Through Social Networking: [link to post]

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  32. ColetteCote (Colette Cote) says:
    September 16, 2009 at 8:31 am

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    Are you a rock star? RT @danavan: Building Thought #Leadership Through Social Networking: [link to post] -via @chuckfrey

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  33. links for 2009-09-16 says:
    September 16, 2009 at 4:30 pm

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  34. What is "Atomized Content?" | Endeavour Marketing & Media, LLC. says:
    December 31, 2009 at 8:50 am

    [...] you’re going to create social media content to establish or perpetuate thought leadership for you, your company, or your clients, you can’t silo your [...]

  35. The World's Largest Focus Group. says:
    September 29, 2010 at 7:12 pm

    [...] Thought Leadership [...]