I’m currently vacationing with my wife in Ponce, Puerto Rico (celebrating our 25^th wedding anniversary) and another article is due. Thanks to the magic of the iPad and the Internet, it’s only a question of what to write about. Suddenly it dawns on me; I can’t believe I’ve not shared my “3 Rules” for using social media in business:

1)    Social media is like a cocktail party. What works or doesn’t work in one venue applies equally in the other. Good cocktail party behaviors include: Asking questions, actively listening, engaging in conversations, and building relationships. The same is true in social media.

Bad cocktail party behaviors include: Talking all about you, introducing yourself and then completely shutting up (or down), and any form of active (or passive) selling. Again, the same is true in social media!

2)    P.I.E., an acronym that comes from the radio business. “P” stands for “personality”. Social media is about people connecting with people, so be a real person and display some personality! Have you heard the old sales adage that “People buy from people”? That’s what this is all about.

“I” and “E” stand for “interesting” and “entertaining”. That’s what attracts and holds their attention. If you’re boring, they won’t follow you for long. Practice P.I.E.

3)    And the toughest of the three rules (this is where most business social media initiatives fail): Pay it forward: Start by creating value first for your target audience. Only if your initiative is valuable for them will they continue to follow what you do. With that attention comes the opportunity for a relationship.

If you follow these three simple rules, you’re far more likely to connect with, and retain your business target audience. And that means the potential for more business.