“Banal Chatter” Builds Business

One of the common reasons that I often hear from people unsure about entering the social media world is that people are afraid to waste time in social media conversations because they see them as ‘banal chatter’. “I don’t care what people are having for dinner or what they’re doing right now!” However this attitude can be counter-productive to a relationship-building strategy that results in additional prospects and revenue for your business.

Step back for a moment and envision a party, attended by people from your targeted niche market. If you’re a direct seller, you most likely will see a lot of moms, as well as other people.

Have you spent any time with moms in the real world lately?

Do you know what they talk about, and how they build relationships with each other?

They talk about what their kids are doing. They talk about recipes their kids will eat. They talk about how hard it is to get everything done in a day and still make time for themselves.They talk about how they feel like they’re losing their identity in their mom persona.

Now imagine yourself attending that party as well. How will you engage the others there? Will you start talking about your business and your products? Not if you want to engage anyone. Instead, you’ll be sympathetic. You’ll share solutions that worked for you, and recipes your kids like. You might share stories of times you had a similar experience. And when they start talking about the identity thing, you might talk about how your business is helping you with that very same issue.

Do you see how the “banal chatter” has provided you with an opening?

Social media networking is exactly the same.

We must connect with the people we meet in our social media conversations on a personal level first, as real human beings, before we try to do business. We must offer compassion, real solutions (that have nothing to do with our product), and similar experiences that help people know, like, and trust us first.

Only then are people willing to hear what we have to say about our businesses. And if we use a strategy that drives traffic from social networking sites to our blog, and then to our newsletter and groups, we are assured that only the people that are interested receive our sales messages. And these prospects are a lot more likely to purchase from us.

So the next time you’re tempted to write off social networking as banal chatter, think again. Banal chatter in social media conversations are openings that enable us to build relationships, and gain prospects that ultimately result in new business.

What do you think? Do you agree? Would love to read your experiences in the comments below!

Jennifer Fong

Serial Entrepreneur at Technology Strategist
Jennifer Fong helps direct sales companies, direct sales professionals, and other home-based business owners leverage the power of social media to grow their businesses. A former direct sales company CEO and serial entrepreneur, Jennifer is passionate about teaching direct sellers how to use social media tools to enhance their businesses. She helps business owners put the principles of social media to work in a profitable way, offering coaching and training to business owners.Her next course is Facebook for Direct Sellers.Learn how to put the power of Facebook to work for your business!Register now!Visit Jennifer’s Direct Sales & Social Media blog at http://jenfongspeaks.com




  1. Alice Choo-Shee-Nam

    I am new to twitter after receiving great advice from Heather right here at Mogul Mom. Trying to find the right angle to engage my readers is challenging and could do with some extra imput. If Jennifer or anyone else is reading this and can offer some suggestions I am open for it.

    • Heather Allard

      You have a market on Twitter that is wide open–those with allergies to nuts/peanuts or children who have those allergies. Start conversations about how challenging it can be to grocery shop–especially for baked goods–when you have peanut/treenut allergies and then let them know about your wonderful products. People are so grateful when you help them solve a problem and YOU definitely solve one. That’s the best part of Twitter–learning so many new things, meeting new people, solving problems–all in a fast-paced, friendly, FUN environment! 🙂


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