Social media like Twitter, Facebook, Linkedin and other tools are changing the way business is done. This is not because of their technology.

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Yes, the technology of these and other tools is pretty amazing. The ability to connect with, say, all your friends who like baseball in Centerville on Thursdays provides a sense of community. Yes, we’ve had that for centuries, but now we have a way to do it faster, easier and in a cost-effective way. Even better, we can have that community world-wide at very low or no cost.

Courtney Boyd Meyers recently wrote an article for the Blog TNW entitled, “Why the Human is a Social Animal.” It was a report from the 99% Conference where Simon Sinek spoke about why we want to be together. People are social animals and want to be around others.

We like to be with those who are like us and whom we trust. This is a bedrock principle of Sales 101. Find something you have in common with the prospect and focus on that. It is the beginning of building trust. Pay more attention to them, listen to them and their needs first, then blend your proposal into how your products and services can solve their problems. Doing this helps to build more trust. This is basic advice we’ve heard many times from Sales 101, and it still applies today.

Focus on Areas of Interest

But, how can you adapt this for your business in today’s social media? It means that you have to be more “social” than “media.” Don’t think of broadcasting a bunch of information to others about how great you are (we really don’t care — really!). Don’t talk about you. Instead focus on areas of interest to them.

I recently had a business luncheon with several new clients. I was expecting that we would talk about the approach we’d take on certain aspects of the deal, how to better serve our target market, you know — basic business. However, about 99 percent of the conversation was about sports and the experiences that some people had received at various restaurants around town. Hey, we’re all human! This is of far more interest to most people than the nitty-gritty of business.

This is no big news to successful business leaders. Yes, we have to produce in business, but successful business people know that you have to reach the person emotionally — as a human being — first and foremost. By getting to know each other as human beings, talking about sports, restaurants and other matters that are important in the human condition, we are then better able to address business issues.

Yes, Simon Sinek is right. We need to focus on commonalities first. It has to be genuine, and this is where the winners leave the losers in the dust. Your prospects can tell if you are being real or fake. They can see through any baloney you throw at them.

In social media and social networking, provide value first. Help others with their needs. Provide value outside your circle of expertise. Suggest a good dentist, a good real estate agent, a good restaurant, etc., that would be of interest to them.

Achieving a Level of Trust

Building trust with people is vital for any business. This is a key principle I talk about in my coaching program. If you can’t reach a given level of trust, no business can be completed. The greater the level of trust, the more business can be done — and the richer and more meaningful life you’ll have.

So, here’s your assignment: Think of ways you can add serious, real value for others asking them what they need and then helping them. Use the tools of social media and be a resource that people trust. No, this won’t win over 100 percent of the people immediately. Hey, success takes time! But, by continually showing you are trustworthy and dependable you’ll get favorable attention. When someone is in the market for your products or services, they will think of you and your company.

Build trust. It is what social media and social networking are all about today — and for the rest of our lives.