In today’s business world using social media is part of the strategy but similar to other aspects of life, some with be good and others not so. The book The Impact Equation written by Chris Brogan and Julien Smith published by Portfolio Books/Penguin, NY, 2012 will help the social media releases create impact with the formula Impact = C x (R+E+A+T+E)  or CREATE. The letters stand for Contrast, Reach, Exposure, Articulation, Trust and Echo.

Trust think of the word Why? why are you doing this?

Trust is about confidence and reliability. We tend to know if we can trust someone or not. How can we tell if someone trust us?

One definition is C*R*I/S = Trust where C is Creditability; R = Reliability; I = Intimacy and S = Self-Interest

Credibility is what you say that can actually be backed up by your credentials

Reliability is what happens when you do what you say you will do.

Intimacy is all levels of closeness between individuals, often for personal reasons other than business

Self-interest is knowing how to listen.

The trick is to be human.

Echo

Echo is about finding common experiences and using them to help people realize that you have some understanding of their lives.

1. Use their language

2. Find common ground

3. Share your feelings

When you do the above prove it and connect to people on a daily basis.

Linking to dividend paying stocks, the companies that you own, besides being profitable and paying you a dividend why do you own them. Hopefully you believe they are also good corporate citizens that prove to their customers on a daily basis. If they do that then the rules are easily followed. If not, look for blips in the stock prices as they react to things they do not do well.

There are more questions than answers, till the next time – to raising questions.