Chapter 1 of the book Rotoma: The ROI of Social Media Top of Mind

 

This is Chapter 1 of the book Rotoma: The ROI of Social Media Top of Mind, narrated by one of the authors, Spencer X Smith.

Chapter 1 – The #1 social media metric no one is talking about

My friend, a brilliant attorney named Erin Ogden of OgdenGlazer, LLC in Madison, recently told me this story:

“I saw another attorney today at lunch who I hadn’t seen in awhile. He said, ‘Oh, Erin! I am going to be sending a client your way. It is a friend of a friend who I think will fit with you well.’ Now, did he already make that connection prior to lunch? Probably, knowing him. But now the thought has solidified and the push to follow up is more present than before. Did it ‘get’ me the original thought for referral? No. But it got it closer to actually happening. And I have found that once you get one referral from someone, you get more. You become more entrenched as top-of-mind.”

Top of mind. What a powerful yet nebulous term. In my estimation, ‘top of mind’ is really a lesson in associations. The smell of a campfire is something you may associate with summer nights, while the sound of a whistle may remind you of a particularly good coach (or one who made you run when you messed up—thanks Coach Damron). In Erin’s case, an attorney saw her and it triggered the “referral for Erin” association.

Top of mind.

What a powerful, yet often under-played, benefit of social media…

Read more at RotomaTheBook.com or find ROTOMA: The ROI of Social Media Top of Mind on Amazon

 

Spencer X Smith

Spencer helps you save time through teaching digital marketing and social media strategies in plain English, after proving they actually work for himself first. He also is an instructor at the University of Wisconsin and a columnist for InBusiness.

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