Using Social Media To Create Cultivation Pools

In the long run, adopting effective online marketing, will allow you to stop wasting money on useless advertising. (Most advertising is a waste of good money, as indicated by the decline in printed newspapers). Eventually all business will agree. But at this moment I have many sceptical friends.

<rant> These friends and businesses preserve the status quo:

"Arguing to preserve the status quo is usually done in the context of opposing a large, often radical change. The social movement is an example of the status quo being challenged".. status quo

Today I want to share with you what I call cultivation of relationships. I wrote a short ebook on the Fisherman's Secret the explains cultivation.

Dictionary.com define cultivation as follows:

5. to develop or improve by education or training; train.

6. to promote the growth or development of (an art, science, etc.); foster.

7. to devote oneself to (an art, science, etc.).

8. to seek to promote or foster (friendship, love, etc.).

9. to seek the acquaintance or friendship of (a person).

If we look at the aim of traditional advertising, never will the advertiser consider to advertise to promote friendship, or to seek acquaintance, or to devote oneself, to improve education and training.

For me this (5-9) is what cultivation is all about. Using social media tools we take a quantum leap away from trying to sell....rather, we start to cultivate long term, trust worthy relationships. Yes, we try to leave a legacy and devote ourselves to all.

A note from your client using social media: We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think that think we were holding our breath. Cluetrain Manifesto.

Your clients and potential clients want you to come aboard. They want to communicate with you on their terms. All you need to do is start by creating online cultivation pools.

Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations. Seth Godin

Social media tools allow you to create scalable cultivation pools, where you can invite your advocates and followers to join you in conversation. Not only join you, you can feed them with good solid info, and they can feed you. Therefore the cultivation pool is created by you, but you are both the feeder and the receiver of info.

Together with your followers, you will launch your business to new heights.

Johan Horak

You should stay in touch

P.S. Have you asked your guests if they use facebook, twitter, linkend, youtube, a blog, or whatever? If they do ask them to tell you how they experienced your hospitality, your wine, your staff, etc via any of these social media sites. Ask them to connect!

Tel: (+27) 086 026 3333
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Using Social Media To Create Cultivation Pools

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