“Trust is hard to come by. That’s why my circle is small and tight. I’m kind of funny about making new friends. – Eminem”

Warning: This is in relation to social media communication, connection and lead generation. So, before you quickly scan this post please know that the foundations for the online social platforms must be understood first. (Huffington Post). Only then will you become successful in constructing your unusual, but super-cool social lead generation framework. (like in this social lead gen example). And remember: begin with the strategy and modeling first. Tactics come later.

Imagine this scene:

  • A business conference of leading peers in your industry.
  • Attendees from around the world, in varied industry segments.
  • During a mid-day break, a crowded lunch room.
  • Without any introduction and no hesitation, you hear person “A” asking person “B” for $10,000.
  • Person “B” is promptly disgusted, frowns, picks up his jacket from the chair and walks away.

What just occurred here? An out-of-this-world case scenario?

No, it happens all the time – and especially online. With no connection or relationship established, marketers push for (big) commitments too fast and too soon.  To create good communication and deep connections, we talk “relationships”. It’s like the familiar dating process. It’s a stepped approach. There are unwritten, but well-known laws that must be followed. The kiss comes last, gentlemen.

If you want to learn how to create a solid lead flow using social media platforms that is based on trust, authority and connection (example: LinkedIn Network Connection Tips), then this is your article. I’ll show you how to do it, as I do it and learn it myself (nobody’s perfect!). Furthermore, you can apply this to pretty much anything you do online and in the social media world specifically.

As marketers, we are faced with two big challenges.the-trusting-human-dog


We must learn to work with the initial lack of trust. We wish for people to love us on the first touch point. Not very likely. The trust, belief and recognition of you is not there. There is simply no relationship yet. You and your business may have a good reputation, long experience and background in your field, but that doesn’t matter at this point in the process. Get this fact.

Do you think the Dog in this picture loves its owner? How is that bond and trust developed? Dogs tell us how they feel about us by their feedback (“wagging tail”). While the tail is a signal, it must be more than just a cookie or dog-bone. You have to “prove” yourself first.


For any of the media platforms, recognize that you are really speaking to a person. Yes, it’s back to class basics — ‘Communication Studies 101’. But, it’s actually more than that.

It’s about psychology and social human behavior. From a very young age, we are told not to trust and we see and hear the word “no” everywhere. Add to this the negative news from the media and the constant repetition of low blow messages into your daily routine. More than ever before in advertising history, marketers have a tougher time conveying the messages so that they are seen in a trusted way.  And, they must be received more than once…and over time.

So… the next time you go to a conference (this is good) or a networking meeting (@ivanmeisner, BNI), sit down, relax and think about how you can connect the other person to somebody in your Personal Network (online and off) and share your ideas freely.

Please send me feedback and questions in the comment section below.


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.