Why Follow Through Matters Most
The communication is the door opener, and connecting is only the first step.
We are hyper connected, full of singular transactions that make for instant and fleeing touchpoints. Posting or tweeting or friending is the hello, but its up to you to actually make the personal connection that kicks off the relationship. There is no web-based tool that does this for you, and the human factor cannot be manufactured.
Each day, the web is populated with even more one-way doors that stand open, hoping that someone will walk through them, but unfortunately no one is doing the ushering. How many Facebook groups have you joined as a show of support to a friend or colleague, only to have them grow stale and forgotten? Have you visited a blog or a site that encourages comments or feedback but has little participation from the author or company? Even more simply, how about filling out a contact form only to hear merely crickets in return?
Follow through matters, and can be the differentiating factor between someone posing as a community lover, and someone who truly grasps the essence of what it means to connect, interact, and belong.
Follow through proves that you aren’t viewing the connection as a transaction, but rather want to embrace the value of humanity in business, and make good on whatever outcome you’ve promised.
Follow through is an important step on the path to building trust among your community. And today more than ever before, trust is a currency, and its value is rising. Uncertainty and fear in an economy breed mistrust; the sense of looking over your shoulder to see who might be shilling you next. It’s validation of your relationships, and protection of the assets you value most, which - when the chips are down or missing altogether - may just be your network and your integrity.
Follow through is the “2″ in the 2-way conversation meme. It’s the other side of the conversation, the give back. It’s the piece of the puzzle that goes “snap” when you set it in place, letting your community and your network know that you’re not just there to open the door, but you’re there to greet and welcome them in as well.
Far too often, we’re faced with superficial business practice that at best fleeting and at worst, disingenuous. We owe it to ourselves and the communities we’ve worked so hard to nurture to cultivate and organically grow these relationships, on a human level. After all, a hello is not the endgame of a conversation, but the beginning.
image by Clare Marie
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A-freakin’-men. Nothing more to add, just that.
Jason Fallss last blog post..Social Media For Small Business: Caminito Argentinean Steakhouse
Well said. All of these tools make it very easy to enter into a one-way connection, but are only valuable when the two-way conversation and relationship begin. As you say, hello is only the start.
A company may see one fan/email/message just as that, one little ol’ person - but to those who understand 2-way communication, it could quite possibly be your biggest brand advocate, someone that could bring in even more business and ultimately, a lasting relationship.
Good points, Amber.
Sonny Gills last blog post..People and Passion - Part 2
Amber, Nicely put. The art of follow through shows up throughout many pieces and parts of the relationship. Be genuine about it and you have a long lasting connection.
Eric Browns last blog post..Creating Value
Follow through. My pet peeve right now are people who are happy to see you and say, “we need to get together some time for lunch/coffee.” Sure that sounds great! I may ask for a date/time then never hear from them. I don’t think I am surrounded by shallow people, but that this statement has become a type of ritualized greeting. I don’t think that’s a good thing.
Deb Robisons last blog post..Trends: Celebrities’ Videos for Community Building
Important points, beautifully expressed.
@BarbChamberlain
http://www.spokane.wsu.edu
Thanks for the reminder! Sometimes the ability to cast a wide net is trumped by the inability to make a meaningful connection afterwards. Contact is crucial and important, but nurturing relationships takes real dedication, skill and time and THAT’S what’s hard.
Great post, Amber. Now I have to guiltily follow up on a few things…
Pamela Martins last blog post..Kiawah Island
Okay, still giggling over Jason’s comment…and I second it!
This needs to be in a quote book somewhere for easy access (beautifully said!):
“Uncertainty and fear in an economy breed mistrust; the sense of looking over your shoulder to see who might be shilling you next. It’s validation of your relationships, and protection of the assets you value most, which - when the chips are down or missing altogether - may just be your network and your integrity.”
Amber, what a great post and truly a great reminder of what’s really important–not just in a time of economic difficultly. Thanks for the reminder and the inspiraton. It couldn’t have been said any better!
Nicole
@Jason and @Beth - you guys are the bestest.
@Sonny - at some point, not to sound borg-ish, we gotta embrace the power of the collective. Humans when banded together can do amazing things.
@Deb and @Pam - To me it’s also about showing some respect for the relationship. Nurturing takes work, and it tells me that someone is invested in the relationship. That, ultimately, is what creates trust.
@Eric, @Nicole and @Barb - thanks so much for the kind words, and for reading! I truly appreciate it.