Archive for the ‘business development’ Tag

Five Tips on Building Your Personal Contact List

A recent LMA webinar discussed tips on how to develop business development skills in new associates. One of the tips was to collect contacts to build a business development list. This is excellent advice. As the webinar slide advanced to the next screen, it occurred to me that there’s more behind the process than simply collecting contacts. I’ve been collecting contacts for many years and it’s become second nature to me. But that may not be the case with a new associate fresh out of law school or any new professional.

Why Collect Contacts?

From a practical point of view, your contact list provides you basic information to connect with the people you know. You can quickly look up their email address or phone number when you need to connect with them. But good contact collecting and maintenance habits can convert a convenience tool into the foundation for your business development efforts. So here are my five quick tips to help you build that foundation.

  1. Enter Complete Information
    This may seem obvious but with the advent of smart phones it’s so easy to add someone to your contacts by saving only their email address of mobile phone number. Take the time to circle back to that contact and complete the rest of the contact fields including job title, company name and address. It may not be apparent right away but these data points become very helpful down the road. In a few years, you might be scratching your head when you look at a lonely phone number in your contacts and the only clue you left yourself was that his name was “Bob.” If Bob is someone you have frequent contact with, then there is no problem, you know who he is. But if he’s an infrequent contact having all his contact information quickly answers the question.

  2. Enter Notes
    Take the time to add useful notes to the record that will aid you in establishing a relationship, which is the whole reason to collect contacts. Some of the obvious notes will be spouse and children’s names, favorite activities or sports teams or other interests, and when and where you met. This last bit took me a few years to figure out on my own. It’s especially helpful if you are connecting with someone you have infrequent contact with. It will trigger your memory of the context in which you began your relationship. Perhaps it was a conference, a reception or a party. Or maybe you were introduced by another colleague. All of this information is helpful in establishing rapport quickly at a later date.
  3. Categorize Your Contacts
    Most contact apps allow you to make use of a user defined field, a data field where you decide what information you want to track. This is a perfect way to separate your contacts into tiers or groups. One simple categorization is business vs. personal. At some point in your career you will be asked to share your business contacts with the firm’s CRM tool. Having this category makes that process much easier. Other categories you might want to consider would be industry, role or even school.

  4. Rank Your Contacts
    Another, more useful categorization, is to rank the importance of the contact. For example, you might adopt a system where you label each contact as either an “A,” “B,” or “C” level contact. The “A” level contacts are the ones you talk to all the time. “B” might be someone you’d like to connect with every couple of weeks. And “C” might be someone you’d want to reach out to at least once a year. You can decide how to rank and define your ranks to match your own style. This is most useful in making sure you maintain connection with your less frequent contacts. For example, you can search for all of your “B” contacts and scan the list for those you haven’t talked to yet this month. Or look at your “C” contacts and decide which ones you might want to call, or send an email too, or set up a lunch date to reconnect.

  5. Purge Old Contacts
    F
    inally, every year you should scan through your contacts to see if there are any you need to remove. Every contact is an asset and provides you with value. Some are extremely valuable while others have no worth at all. And if a contact has no value it should be removed. Personally, I am very cautious about deleting contacts because you never know when your paths might cross again. But there are those that you can remove with confidence. For example, last year I finally deleted a software sales rep I met one time 20 years ago at a product pitch. I didn’t buy the product and the company she worked for is no longer in business. Clearly there is no value in this contact to me so I purged it. (Notice that I was able to determine this because I wrote good comments in my notes field.) Other examples could be people that have left the, retirees, and, unfortunately, deceased individuals.

Collecting contacts is valuable advice to anyone entering the work force.  But to build a solid foundation you need to enter clear and complete information, and make pertinent notes for future reference. Then you expand by categorizing and ranking your contacts, leveraging your list for your personal business development strategy. Finally, remember to keep your list clean by periodically purging obsolete contacts with no value.

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Why Can’t We be More Like Amazon.com?

Yesterday I used Google to search for model and pricing information for a K-cup brewer. The search results pulled up various vendors, both brick and mortar and web only retailers. Amazon.com was one of the vendors that came up in the results with several of their partners offering products that caught my interest. So I ended up visiting 2 or 3 Amazon.com pages in my research. But I wasn’t ready to buy yet as I was unsure of what model I wanted, so I didn’t make a purchase.

This morning I have an email from Amazon asking if I am interested in something from their Coffee, Tea & Espresso department. The email includes images, pricing and links to several of the models I looked at as well as a few extra models I hadn’t considered. And the prices appear to be the best price available for each of the models presented. Amazon’s database tracked my interests as represented by the products I looked at and put together a custom offer for me. I have to admit that as a marketer I am impressed with how effective Amazon demonstrates an integrated database marketing strategy.

Database marketing is fundamentally about collecting relevant information about your target market and then using that data to drive the sales cycle. Leveraging database technology in sales was developed by catalogue and direct mail marketers in the eighties. The PC revolution provided a flexible and affordable platform for innovative direct marketers to capture, process and analyze large amounts of customer data. Direct marketers used this data to identify which segments were profitable and to customize offers to separate segments based upon their psychographic profile and/or previous purchases. Amazon has integrated this philosophy into their web storefront technology.  Based upon my viewing habits they identified what products I may be interested in purchasing. They then took this data and automatically constructed a custom offer and sent it to me via an automated cast email.

So why can’t legal service marketers be more like Amazon?

I think we can.

In our business our potential clients browse our website for two reasons; credentialing and education. Those interested in our credentials are browsing pages on our practices, locations, experience and attorney biographies. And those looking for education they will seek out articles, white papers, blogs and events on the subjects that interest them. All of these elements can be turned into data points that could be captured and recorded in the CRM database.

In order to accomplish this you must first identify which elements are important to the sales cycle. For example, is it important when a contact visits your Real Estate practice home page? What if they also click on a few real estate attorney bios? And then visit your experience section looking up what your firm has done with REITs (Real Estate Investment Trusts)? Such behavior would tend to make one believe they have an interest and perhaps a need for real estate legal help with regards to REITs. If your website were to track and record each of these hits and record them as marketing touchpoints, you could process and analyze the data to identify individual needs that match your offerings.

The most important step – use the data to drive the sales cycle

This is where the Amazon email is so exciting. They tracked my interests, recorded my touchpoints in their database, identified their product offerings that best matched my needs. then they used this data to send me a custom offer. Granted the selling legal services is very different than a coffee brewer, but law firms could do this too for their product offering.

In the legal environment example above the equivalent would be tracking the contact’s interest in REITs. Based on this single touchpoint you should at least add the contact to your REITs mailing list to make sure they receive future marketing communications on the topic. But if your data collection strategy is robust you may have additional data points that could trigger other actions as well.

  • Is the contact an employee at a current client company or a targeted prospect company?
  • Does the contact have an existing relationship with one of your attorneys?
  • What’s the contact’s job title?
  • Has he or she attended any of your Real Estate related events? How many?

The answers to these questions could trigger specific actions from your firm just like my interests triggered a response from Amazon. For example, if the contact has an existing relationship with an attorney that attorney should be notified of the interest so he or she can reach out to the contact if appropriate. Or if the contact is an employee of a targeted prospect company the record should be added to a VIP list for the practice

Your response depends on your objectives and business development strategy.  The point is that there are data point that you should be collecting and then leverage that data to drive your marketing program.

By the way, I did make my selection and purchase as a result of the Amazon email. So I know first hand that the strategy works.

I’m No Longer Two-Faced

Previously I reported on how I created two separate Facebook accounts; one for my personal social network and a second for a more business related social network. But after months of neglect I have decide to deactivate the business account. I found that it was just too much of a hassle to maintain two separate accounts, and I tended to gravitate to my “personal” account almost exclusively. With other social networking tools competing for face time (pun intended) I just stopped managing two different personas.

Throw In The Towel?

But I haven’t given up on the concept of Facebook being a valuable business development tool. But you must be very selective on who you friend and what you post. I would reserve Facebook to only those contacts you already know and have a strong comfort level that they will accept your personality. Because even if you are very cautious about what you post, you cannot escape the likelihood that some very personal information will eventually make it’s way to your home wall or someone else’s wall.

It could be as innocent as an old high school or college buddy posting and tagging pictures of you from some frat party. (Tagging is when thy click on your image and enter your name so folks viewing the picture know it’s you!). Or perhaps you and you family share comments about a birthday, graduation or other family oriented life event. There is nothing inherently wrong with that information, it’s just that it opens your personal life up to business contacts that you ordinarily wouldn’t share. There are some security settings where you can restrict what information is visible, but sometimes these settings can create a false sense of security. If you post a comment on a friends page, and then another person who is not your friend but shares your first friend comments on the same thread, he or she can see you comments. So you had better think twice before you post comments.

So Why Should I Use Facebook Anyway?

But the same issues that may lead you to be leery in “friending” business contacts can also be the exact reason why you want to friend them. You will gain insight into their personality. Collecting birthdays is an obvious benefit. But you can easily start to pick up on facts about family members, spouse & children’s names, school events, extra-curricular activities, likes and dislikes. If you pay attention you can harvest a wealth of information. Now you can leverage this information to initiate conversations or use to deepen relationships as you blend personal information with business conversations. Good salespersons are expert at this technique as are experienced rainmaker attorneys. That’s why lunch meetings, sporting events and other social gatherings are used to strengthen business relationships. With Facebook you can gather this information on contacts without expending the time and money on lunch or golf.

Enter What You Learn into Your CRM

Be sure to leverage your CRM as you gather this information. At the very least you should be entering bits of information in your email address book notes so you can refer to them when you plan a call or meeting. Ideally you should condense the most pertinent details in a shared notes field so that your colleagues on your team have good data when they make or receive calls. You don’t need to share everything as that may tend to be spooky if it isn’t worked into the conversation properly. You may have a valid conversation entry point as you can say “I noticed on your Facebook status that your daughter just graduated, congratulations!” But a colleague who is not on the contact’s friend list should never use  that type of data. But you could add data such as A favorite sport team or hobby. Then your teammate can lead with “John tells me you’re a big Notre Dame fan…” This also highlights the importance of identifying the source of your notes in the CRM, even your personal notes. You should always make note of the date and source of the information. This let’s you frame it’s use properly, such as referring to Facebook in the first example, or by allowing others in shared notes to cite their source of the information.

For example, for a personal note the entry may look like this:

 “5/27/09 From Facebook: John commented on his daughter’s graduation from Notre Dame with a degree in sociology. He graduated from ND and is a booster of their basketball program”

Whereas the shared note may look like this:

 “5/27/09 from Bill Vannerson: John graduated from Notre Dame and is a boster of their basketball program.”

Documenting shared notes like this allows the reader to refer back to you if they have questions or need clarification.

Alsonote that you can also learn valuable tidbits by looking at the contact’s profile for what Facebook groups they are “fans” or “friends.”  Again, take the time to convert this knowledge into CRM notes so you have access to them in one central application.

At all times you should respect the privacy of your contacts and be extra careful with sensitive information. Misuse of this information, even if it’s made public on Facebook, can be disastrous you your relationship if the contact is offended or even scared by your approach.

Facebook has a valid business development role for attorneys, but you must

  • be very cautious on what you share about your life,
  • select your friends very carefully (some things never change),
  • be alert and pick up valuable relationship building clues, and
  • record what you learn in your CRM software.

So What’s Your Social Media Strategy?

By now most folks have heard the buzz on the streets about social media and social networking, and many have been jumping on the bandwagon in order to capitalize on the latest Internet craze. But why are you updating your Facebook status, sending tweets and adding entries to your blog? The ultimate goal is to develop and maintain relationships with those who can either provide you with business or provide you with referrals that can lead to new business. But as is often true with any new technology many folks are using these new tools like taking scattered shots in the dark without a clear sight on their target.

Most long-term profitable work comes from culturing a relationship with the client or prospective client where he or she has a high degree of comfort and confidence with the attorney’s ability and, equally important, their commitment to serve their needs. Traditionally attorneys cultivate these relationships via face-to-face meetings, phone calls, and e-mail. These tools still exist and are not replaced by the new social networking tools. Rather the new tools should augment these tools by:

  • Extending your reach to create new relationships
  • Extending you capability to deepen existing relationships

Think back to your Marketing 101 class and you may remember the acronym AIDA that stands for Attention, Interest, Desire and Action. This is referred to as the Model of Consumer Behavior, also called the Hierarchy of Readiness. This model can be applied to business–to–business marketing as it describes a basic behavior exhibited by all decision makers. The objective is to step the decision maker from the first stage, Attention, up through the final stage, Action.

AIDA

AIDA Flow

 

 

  1. First your communication strategy needs to cut through the clutter to get their attention. No one his going to become a client unless they know you exist.
  2. Once you get their attention your message needs to get their interest. You can yell, “Hey, you!” and get someone to turn their head, but you then need to get their interest so they will listen to your message.
  3. If you’re successful and have their attention and interest, your message now needs to create desire. This is where you communicate where your skills and services match their needs. And it’s convincing enough that they can envision themselves working with you.
  4. Finally, your strategy must include a call to action. You have expended your time and resources to get the prospect’s attention, raise their interest, and develop a sense desire so make sure you have a call to action in your strategy so you can take advantage of the primed situation.

Applying AIDA

Let’s apply the AIDA model to your social networking strategy. Remember, the objective is not to adopt social networking tools just to jump on the bandwagon. That would be like firing of random shots in the air without aiming. You need to evaluate each component and decide how to use them as part of your overall strategy to move the prospect from one end of the model to the other. So let’s plug in the various tools that are available and see how they might be used to develop business relationships.

Social Networking Functions Organized by AIDA Step

Social Networking Functions Organized by AIDA Step

Step One: Get Their Attention

Twitter tweets and Facebook & LinkedIn status updates are useful tools for getting folks attention. People add you to their for selfish reasons. Either they are curious about you and what you are doing or they want to build their network. Either way, you should leverage this behavior to your advantage and provide them with information that induces them to read what you have to say.

And what do you say? Many people using these tools put too much personal information on almost every aspect of their day. Your target market doesn’t really care what time you get up or that you are brushing your teeth. But they will be interested if you are attending a business related conference, or if you are passing along a bit of news that’s important to their industry, or if you are sending a link to your new blog topic on a subject that interests them. These are the types of short, headline type messages you need to send. In fact, they play the very same role in your strategy as a headline does in traditional advertising. Your objective is to get their attention to move them on to the next step, desire.

Step Two: Generate Interest

Creating interest may take more time and is difficult to achieve with tweets alone. After all you only have 140 characters and even if you are succinct and pithy it’s not likely that you are going to get someone interested with a single message. Instead you need to rely upon a cumulative effect of your tweets and status updates, what I refer to as your message halo. The combination of a body of tweets, your public bio, profiles, etc. and by tactful linking to external web pages establish your reputation and cultivates a following. This is the beginning of a relationship.

As you continue to send out your message, you are developing a body of work, you’re message halo. Multiple impressions over time in a given discipline impart a sense that you are an expert in the field, provided your tweets and status updates are accurate and of interest. After a time your audience will anticipate your tweets and updates as the content they lead to has value to them. There are two important issues regarding your message strategy to this end.

One, you need to have a regular flow of content, not too much and not too little. You need to spend enough time that your name is in front of your audience but not so much that you are simply flooding them as that dilutes the impact of your message.

Two, you must restrict your message to content that matters to your business or relationship. Do not tweet that you are brushing your teeth. No one cares and it does nothing to drive the audience towards taking an action, which is your ultimate objective. That doesn’t mean that non-business related content should be banned. Business development is dependent upon creating relationships and allowing certain aspects of your personal life to come through your messaging helps build a sense of camaraderie. In fact, one of the most overlooked aspects of social networking tool is that you can become more personable with a large group of people at the same time, many of whom you may never have met. That is a powerful tool. So be careful and very thoughtful on what impression you make through your messaging.

Other tools hat help include leveraging the features of the social networking tools such as completing profiles, joining groups, uploading bios and photos. As the audience sees this information, they begin to develop an impression about you and your interests. All of this works towards establishing a relationship. So be careful to not be too personal if such information may be detrimental to developing a business relationship. This is particularly important with Facebook where you may let your guard down and post information that could offend or turn off business contacts.

Step Three: Create Desire

Now that you have their attention and they are interested in hearing what you have to say, your strategy needs to move the audience to where they desire to hear what you have to say. Tweets and status updates cannot do this so you must now leverage other aspects of your communication strategy to elicit this response.

You should take advantage of the firm content but you also need to personalize the subject matter. After all, your goal is for them to develop a relationship with you. Passing along a firm newsletter or an alert on a timely issue have value to your contacts but they do not reflect totally on you and your ability. To build a relationship you must demonstrate your knowledge and expertise. Traditionally attorneys do this by presenting at events, writing articles & white papers and making presentations at conferences and firm events. These are still valuable tools and you should use social network tools to drive interested contacts your material. Your tweets and status updates should include links to these materials and registration information.

Another social network tool you need to incorporate is blogging. If you have your own blog you now have the freedom and flexibility to demonstrate your knowledge and expertise with less constraints associated with firm resources. But beware! If you do not have the writing skills or the dedication to provide timely content, then the use of blogs could backfire and have the opposite effect and drive folks away from you. You also must still conform to all legal ethical standards.

But if you are committed and possess decent writing skills, then blogging is were you can truly personalize the message and express yourself. You can demonstrate your knowledge but also connect with your reader on a more personal level working towards establishing a relationship. *There’s that “R” word again!) A blog has an advantage over the other channels in that it’s your blog and you are communicating directly to an audience.

Step Four: Stimulate Action

So the objective of your social networking strategy is to culminate in some sort of call to action that leads to either

  • Extending your reach to create new relationships
  • Extending you capability to deepen existing relationships

Typical responses would be to create an opportunity for a meeting, such as lunch, a telephone call, or an exchange of emails, sort of electronic conversation. In order to do this you must provide a means for the reader to contact you and specifically ask for them to participate. Salesman are taught to always ask for the sale and this is no different, ask for a response. The goal is to elevate the relationship from a non-qualified group of followers to a personal conversation that will lead to a business relationship. It’s these relationships that will eventually lead to new clients and increased business with existing clients.

Make sure you provide a business email or a link to your professional bio. Most blogging software provide for comments or even discussion boards. Discussion boards can be quite useful because in addition to elevating the relationship you are receiving feedback on a given subject matter from the contact. You are engaged in a dialog where you gain insight into their issues and problems, which you now have the opportunity to display that you understand their issues and can help solve their problems. One technique is to pose questions to your audience with the sole intent of inducing them to respond with a comment or add to the discussion thread. The purpose is to engage them in a conversation and develop a relationship.

Finally, a note about using social networking tools as a means to extend your reach and develop new relationships. Messages sent via Twitter or posted to groups on LinkedIn or Facebook are reaching an audience beyond your traditional in-house lists. Twitter also extends your reach if folks following you retweet your message to folks that follow them. So your message can reach thousands of folks who you don’t know and do not have a traditional means of identifying.

Social Networking tools alone will not get you a new engagement or expand the business you do with an existing client. They are useful marketing tools with some very unique attributes that should be melded into your complete arsenal along with the traditional firm resources and your personal, face-to-face selling. The goal is to leverage them into your mix and using the AIDA concept may be a helpful way for you to develop a comprehensive communication strategy. At some point if your social networking message catches their attention and raises their interest, and it just happens to be for on a topic that’s important to their organization and they desire help, then your call to action may get them to reach out to you so you can establish a business relationship.

A Call To Action

I’m very interested to hear from you your ideas and thoughts on this topic. Especially if you have worked with attorneys to incorporate this or similar methodologies into their personal marketing techniques. You can add a comment here or contact me directly at wvannerson@foley.com.

Facebook as a Business Development Tool

facebook_pic1Facebook is social networking tool that is quickly outpacing MySpace, one of the original social networking applications. While MySpace appeals to a younger audience, pre-teens to young adults, Facebook aims to attract a larger audience, including adults of all ages. Facebook is essentially a communal homepage where you post a profile and other users you have connected to as “friends” can follow your postings, such as a status update, photos and videos. Your friends can contribute comments to your postings so you have some resemblance of a conversation.

It’s a very social environment and many people use it to keep up with friends and family. It is therefore not particularly well suited for business purposes. The personal nature of the wall writings and deluge of requests for little green plants and sea monsters are not conducive to presenting a professional presence. But many of your business contacts may be on Facebook and not other applications, so it’s possible that this may still be the best social networking platform to manage your relationship with them.

Facebook, like MySpace, has the capability of letting people connect and stay in touch with friends and family. I have connected with old friends I haven’t seen for years. As they post status updates to their “wall,” I get a chance to follow what’s going on in their life. Sometimes this is a bit more intimate than one would experience via other communication tools; e-mail, telephone and even face-to-face meetings. Your friend’s posts to other users appear on your wall and if that person is not part of your friends list, you don’t see the their side of their conversation. This stilted form of conversation can be awkward and you sometimes eavesdrop into some very personal comments that don’t make sense because of the one-sided conversation!

I quickly learned that I had both colleagues and business contacts in my friends list and that I need to be circumspect in my comments as my postings would appear on their walls. So I created a second Facebook account for my business colleagues. But this has proven to be cumbersome to manage. It was tricky to set up as I needed a second cell phone number to validate the account. And you must log out and login to switch identities depending what you want to say and to whom. And I have received friend requests on my personal account from business associates. Instead of accepting these I log out of my personal account, login my business account and send them a friend request. This is an extra hassle and time consuming and I’m not sure it’s worth the effort as Facebook does not have a huge potential for generating new business.

Facebook also supports groups. I created the Legal 1-to-1 group in support of this blog. The group provides two main features. One, it has a discussion board where you can post topics. This is an opportunity to collect information from your followers to see what topics are of interest to them, as well as their opinion on topics you have opined on a blog. Blogs to offer the ability to comment but a discussion board is far more flexible and dynamic. Two, as administrator I can broadcast a message to the group members. This turns my group into a list. My main purpose of broadcasting a message is to send alerts to them when I’ve updated my blog. Again, the goal is to bring readers to my blog where I can establish a rapport

So far I have been unable to entice any comments to the forum. But the group membership has limited numbers right now and I haven’t spent any real effort to promote the group so I would not expect much participation at this early stage. But that does raise another issue, you must view your social networking strategy as a campaign. You are basically marketing yourself. Therefore you should put together a marketing plan on who you want to target, how are you going to reach them, and how to you intend to qualify and convert those contacts into work.

My overall impression on Facebook is that it can be a useful tool for some business development activities but it’s social and entertainment bent relegates it to more an ancillary tool. Much of what you want to do accomplish in Facebook can be done with LinkedIn, which is more business oriented. There may be opportunities for connecting with prospects and clients that may not be on LinkedIn, but be forewarned that if you use Facebook for personal reasons, such as connecting to friends and family, that information you post can be easily seen by your business contacts as well. So I would restrict connections to only those with whom you already have a personal comfort level.

If you receive a friend request from a business contact with whom you do not have that comfort level, ignore the Facebook request and send your own LinkedIn request in response. You are under no obligation to accept everyone’s friend request. And by sending your own LinkedIn request your are still being social and remain connected to the contact. If the contact questions why simply explain that you do have a Facebook account but don’t really use it much but that you do follow LinkedIn more closely so you’d rather stay connected using that service instead.

I believe a tool like LinkedIn is better suited for a personal business development campaign than Facebook. Since we all have limited time to manage this effort its very difficult to manage a social networking communication strategy on multiple platforms. So it makes more sense to focus on LinkedIn because it has a broader reach in the business-to-business arena, is a more acceptable social networking platform to your target audience, and has the tools you need to drive contacts to your blog. Use Facebook sparingly for only those business contacts with whom you have a personal relationship as they will have access to your posts to friends and family that will provide them with a glimpse into your personal life.

Define your Community

The key to any marketing effort is to define your target market. Developing leads through social networking applications is no different. The folks you add to your Facebook, LinkedIn contacts or Twitter’s tweets constitute your target market for business development. Since we are discussing social networking instead of direct marketing, I refer to these folks as your community. Most people, myself included, make a conscience effort to expand their communities by inviting as many people to join their network or to be their friend.

But the problem with this approach for business development is that your communities are not focused and you’ll have a mix of family, friends, neighbors, colleagues, client and prospects all sharing the same interface. So you’ll have your clients looking at posts from Uncle Joe, your high school buddies, mom and ex-girlfriends. Not only will your business contact see inappropriate comments at times, but more importantly, your message will get lost in the clutter and noise of social networking unfettered.

Step one is to create two separate identities. Set up new business only accounts using a separate email address. If you used your personal address for your accounts, then you can simply use your business address. If you already used your business address then you need to sign up for a new email account at any of the available services, such as Yahoo, Gmail, Google, etc. Most email services allow you to set up an automatic forwarding for incoming mail. This lets you route any incoming messages to your business account automatically. It also provides portability should you move on to another firm, simply change the settings to forward to your new business email address.

Step two is to populate your community with business contacts, If you are just starting out you just simply invite them. But it gets more complicated if you already have a blended mix in your existing communities. You’ll need to send them another invitation to your new account. Include a note explaining the purpose of the request, that it’s designed to provide a more business like community separate from friends and family.

Does it work?

I don’t know yet. Right now my “communities” are blended so I have to create a business identity. I will start with Facebook and set up a second business oriented account. Some of you that are already my friends in Facebook may see an invitation from me in the near future inviting you to my new account. (Of course you’re perfectly welcome to remain on my personal account if you are interested in seeing posts from my friends and family!)  I’ll post a follow up on any problems or complaints. I’ll also explore the problems with having two separate Facebook accounts, if any.

Next: Once you’ve created your business oriented community you need to generate business oriented communications.