Net Profits: How to Reach the Unreachable on Social Media

Ever tried to connect with someone influential on social media and heard crickets? Maybe they were busy. Or maybe you need a different approach.

In general, I find I’m more likely to get a response when I appeal to people via social media rather than conventional channels, better still if I time my request to coincide with their slow period.

I recently landed an interview with Emmy-winning costume designer Daniel Larson by following him on Twitter – he posts at @goodwifefashion – and then tagging him in a tweet about a post I wrote on jewelry on The Good Wife. Written in 2011, that post has become a traffic magnet on my blog. With each successive (and increasingly successful) season, the show gathers momentum – and so does my post in search results. But I’m thinking, after four years, it could use an update.

The next day, Larson retweeted me and said, “Of course!” to a follow-up.

Would this approach have worked if I didn’t have 7,000+ followers on Twitter and a search-optimized post on Larson already up? Who knows? But even if he hadn’t responded, it wouldn’t have been a wasted effort. I tweeted a link to a popular blog post – something we should all do with our older content on occasion.

It never hurts to ask, especially if you time it well. The Good Wife was between seasons when I approached Larson, so I knew the production crew would be less busy than usual. (I read an interview with Janie Bryant where she admitted to working 14-hour days during the six months Mad Men was in production.) Plus, I noticed Larson was active on Twitter, at least at that time.

If you’ve ever been asked for a professional favor in the middle of the holiday rush or while getting ready for a show, you know how important timing is. Any busy studio jeweler knows their colleagues are likely to be swamped around the holidays. If they do the show circuit, they will be swamped at certain other times of the year as well.

You can’t be expected to call this right on every occasion but it pays to be considerate. Check their website and social media to see what’s going on with them before you reach out.

It takes a minute or two to answer an email or connect with someone on Twitter, Facebook, or Instagram. The important thing with marketing is to start relationships. Who knows? Maybe they’ll become one more languishing social media connection… or maybe they’ll grow into mutually beneficial partnerships!

CATHLEEN MCCARTHY is a freelance writer whose stories about jewelry, art, and business appear in dozens of magazines and newspapers, and her own site, The Jewelry Loupe. Follow her on Facebook, Twitter and Pinterest.

NET PROFITS is a regular feature about using the Internet for jewelry selling of special interest to those with a home-based jewelry business that appears in Lapidary Journal Jewelry Artist. Learn more in “Emily Post: Online Etiquette.”

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