I hear business people say some of the most unusual things.  I am finding what they are saying is reflective on how they do business.  The statement many make that is most impacting to me…and them..is when they say…  “I don’t see how Social Media fits into how I do business.”

I hear this mostly from people in the services industry who feel more comfortable using what they feel is traditional methods of business development and networking.  I run into these people at offline business networking functions or business development seminars. There numbers are large and concerning.

As I drill down into getting a better understanding of why someone does not see how social media works I normally get hints from their conversations with me of activities, or individuals, they need to be involved with frequently because they are a source of business.  This is indicated by their name dropping or people they see as icons or organizations they feel are productive.

Here are a few of the things these type of people do that keep them from understanding what is going on around them (even though they feel they know.)

• Many times the person understands social media and has their presence set up online but never get around to using it effectively outside of posting what cafe or golf course they are presently located.
• They never take the time needed to develop a effective social networking strategy.
• Instead of using the Internet to expand their markets and keeping in touch with new acquaintances these business people withdraw into keeping a closer tie to people they can physically see frequently who have either been a client or has brought them business.  As this is a good tactic for developing a solid business relationships these people get too comfortable with thinking lightening will strike twice by keeping close to this group of people.
• They will shirk making anytime for people who can offer them second or third tier networking connections or better business opportunities.
• Most have problems with time management.  They will place in their scheduled the things they feel they need to do and the people they feel they need to stay in contact with on a daily basis instead of keeping in the loop with those who stand ready to help them personally or professionally.
• Many get absorb into getting involved in too many purely social activities
• The most popular mistake many make is not staying in touch or making a priorities to communicate daily with people who have committed to helping them succeed.
• They surround themselves with people who accomplish only a portion of their business’ mission.
• Family activities get overbearing, especially if the majority of their family is out of state or country.
• There also is the alumnus culture many college grads have trouble letting go of that takes away from balancing business with social.
• How they entered the new region where they currently reside and which social communities they fell into sometimes will direct them into developing the offline culture more.  If they are new in town,the erroneous philosophy of others who first approach them naturally force upon them their way of life or business as the correct way of doing business.
• These distractions..or time bandits..are what keep many people, who really need social media marketing for their business, from learning how to use the tools of today’s business operations.  I deal with this frequently with golf instructors or people trying to use golf as part of their business model.

Most people who depend on servicing individuals as their business model will push away from understanding social media or place it to being a low priority.  They will push more towards staying offline where they feel they have more control.  Finding how social media works for them and how to actually use their social spaces effectively is not important to them because it takes effort.   So they rather condemn it by using passive aggressive statements like..I just don’t see how social media works in my business.

Truly, there still is a lot of work to be done to gain these people’s attention.  I hope they figure it before it is too late.  Let me know how I can help.