Image borrowed from Eloqua's Grande Guide to Social SellingDO…
…Be a Trusted Advisor. In today's modern era, helping is selling. Try to add value and build trust within your buying community. They'll turn to you when the time is right.
…Do Research. When I take sales calls and the person on the other end hasn't done their research, I start looking at my watch. You have the data. Use it. With a combination of social monitoring and intelligence, find out what interests buyers before engaging.
…Be Authentic. Don't be fake or sneaky. Social media has no governing body. Instead the users rule social and they'll do everything to create a "safe" place to engage. Authenticity is a big deal in social. Violators of this rule are unwelcome.
…Nurture Prospects and Clients. Social allows you to stay in the hearts and minds of your buying community without having to do the dreaded "check in" call or send a thousand emails. Buyers will follow people that add value.
…Talk About Yourself All the Time. Bragging on yourself or your company all the time is a turn off. Talk about, and share, other's content – not just yours.
…Over Push Product. You can't be a trusted advisor if you can't hold a conversation without pitching. Social communities don't want people pitching their products unless asked to. Being pitchy is unwelcome.
…Bombard Leads. You want to be where your leads are, but don't immediately message them on every platform begging to give a demo or to visit your site. Build a relationship first.
…Be Nasty. Social media is not the place to bad mouth competitors. It's not about ragging on the competition, but sharing how you can help followers succeed. Stay classy.