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How to Engage Followers in Social Media without Selling

December 14, 2011

Toronto, December 13, 2011 - What's wrong with selling through social media? Absolutely nothing, but most followers do not want to be continuously sold to. Everyone has heard that, in sales, the types of connections we have are more important than the number of connections. It is the depth of those relationships that matter and the impact you have on them. This is never truer than in our social media networks.

"If someone is following you on a social network, it doesn't mean they are engaged," says Randall Craig, Social Media and Web Strategist and author of the Online PR and Social Media series, "Engaged followers are like antennae and help to broadcast your message and content to an extended audience, so there is very little reason to be aggressive in your sales." Engaged followers are the ones who fuel word of mouth, and advocate for your business. They are the ones who provide those coveted third-party endorsements.

How do you offer more engagement without the sales pitch? There are many ways to engage and many layers of engagement. Craig offers a few to get you started:

1. 'Follow' or 'Like' them back.
2. Reply to their comments without the link to your product or service.
3. Pick up the phone and call ? if possible ? to connect.
4. Host a get-together for local followers to network.
5. Offer free content in their area of interest ? not necessarily written by you.
6. Organize a webinar to discuss current topics and invite followers to participate ? this should not be a sales pitch, but could include a mention.
7. Invite video reviews of your product and post them on your page, feed or site ? this shows you are confident in the product.
8. Invite followers to post video questions and you respond ? in video.
9. Vary your status updates to include photos, links, updates, and video on current industry trends, areas of interest, and the occasional product update.
10. Join in the conversation ? on your site or theirs.

See what works with your audiences and do not forget to analyze your engagement in some way to track what works and how far it reaches. Focus on building your relationship with your followers, and not necessarily the sale. Your followers are more likely to recommend your product or service due to their relationship with you. This relationship is a direct result of your engagement.

Since 1994, Randall Craig has advised on web and social media strategy. He is the author of six books including the Online PR and Social Media series. More information about Randall Craig can be found at

For more information contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
Pinetree Advisors Inc.
Phone: 416-256-7773 x101

Click here to view our Sources Listing:

Randall Craig, Social Media and Networking Expert


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