The New 10,000 Rule to Social Media Marketing Success

ABOUT THIS EPISODE

In this episode, Dan Sanchez talks about the #1 reason why people's efforts on social media (LinkedIn specifically) fall short of the goals they set. They don't count the cost of what it takes to grow and increase their reach. Dan reviews what the cost is as well a practical ways to address it. 

Yeah, welcome back to be to be growth. I'm dan Sanchez with Sweet fish media and today I'm talking about the new 10,000 hour rule to social media success now for anybody listening that hasn't heard of the 10,000, our raw recap real quick is essentially a theory that Malcolm Gladwell popularized in one of his books, saying that you can't truly master a craft or a subject without putting in 10,000 hours of practice and not just okay practice, but perfect practice. Really good practice. It takes 10,000 hours, right? And that's the rule for success. But I'm here today to kind of popularize a new rule and it's not, it's things that I've heard before, but I'm trying to say in a different way because I'm still finding people miss this so often that it's worth recording a whole episode about because you see, I get to meet with lots of people as a director of audience growth for sweet fish Media often get to sit down with customers a couple times a week to talk about how to grow their podcast. Right? So it's marketing is just marketing for your podcast and we're the objective is to grow the audience sometimes more than growing revenue, right? We know audiences and means to revenue. So the objective is to grow the audience and a big part of that is social media marketing, but I continually see people make this one critical mistake over and over and over again and I can empathize with it because I was there myself, my career got brought up through the PPC channel, right, I was really good at Adwords. And then when facebook started putting ads in the feed like man, I was quick to that. I was in that first summer when that started happening and read all the, took all the courses, listen to all the podcast. I was great at facebook ads. I grew a whole university, tripled the enrollment of a university to facebook ads. I learned lots of other channels, but I wasn't very good at social media or at least not organic. Social media paid social was a breeze, but organic. Not until this last, I don't know about 16 months...

...for me that I actually, you know, James Carberry, the founder of Sweet Fish kind of showed me the ropes on linkedin and you know, I learned from a few other people that were doing well on linkedin and then just put in the work and tried and did it over and over and over again, posted lots of content, engage the platform and I grew In five months, I grew to 10,000 followers and today in past 20,000 followers, um half of which are connections. The other half are just followers and a lot of people have looked at that and they're like dan, tell me what you did And there's a lot of things that I did, a lot of different little content tricks and how to get people to read your post, how do people get engaged with it, but I'm not here to talk about that. So I think people kind of get that are good at that. It's not as hard to figure out. But this one thing, this one thing I'm crafting this new 10,000 hour roll around is the thing that people miss the most often. So let me talk to you talk to you about this new 10,000 hour rule and really it's not 10,000 hours actually, it's an arbitrary number. I needed a way to cross over and build an analogy to something that everybody understood, everybody understands the 10,000 hour rule. What I like about it is that it's really like it's helping you see the cost, The cost you have to pay in order to succeed and become a master at a subject. But if you want to master social media, it's not just 10,000 hours, you have to leave 10,000 comments. 10,000 comments, let that sink in for a bit. That is a lot. That's a lot of comments, but that's what it takes to succeed on pretty much any social platform to do it Well, unless you're bringing in some owned audience from somewhere else. So you become famous recently, you've gotten on tv or you want american like you've been growing going up in american idol or something, so everyone's just following you, like unless you're that or you're an expert already, you have attention somewhere if you want to grow From zero, which is kind of where I started from, maybe I had like I had 500 plus connections, like most people on linkedin but that wasn't quite enough. You have to not only show up...

...and put out a post a day or more, and of course you could do less. Less is just always slower and you honestly honestly just goes away faster if you post more. But you also have to engage the platform. You have to actually be social on social media. Whoa, shock surprise. But it's so frequent that I'm meeting with people and they're asking me for tips on how to grow their show. And I'm like, well, what are you doing on social? They're like, oh, I'm posting all the time. And usually even if their posts are good and they're doing the exact formula that I've laid out for succeeding with linkedin posts, they're still getting crickets on their engagement. There's still like one or two people commenting handful of likes and I'm like, well, how much are you engaging in other people's stuff? And that's when they usually look at me like, what are you talking about? I'm like, you're not engaging in the platform. You have to actually go out and be social. You can't just be talking in the public square, hoping people come to you and just start listening while you're standing up on your box, they will, But first you have to go out into the crowd and engage people one person at a time in their conversation and what's interesting to them, you have to add value to them And you have to do it 10,000 times. It's a lot. If you leave 10 comments today, it's going to take you a couple of years, I think three years. But if you leave 100 a day it's it's going to take, it's gonna go much faster. If you do 100 a day, I think it'll take you something like a few months, Maybe 5, 6 months To reach the 10,000 comment rule that I'm throwing out there and this isn't a new rule. Other people have talked about this. Gary Vaynerchuk calls it the dollar 87 rule, like go and leave your two cents to the total of a dollar 87 on other people's posts every day. A dollar 87 would be, I think it's like close to like 90 90 comments a day. Value driven,...

...unique comments, not you copying and pasting and engaging people's post, but actually go into your feed and just reading what people post and engaging in a meaningful way. So you might be thinking dan, That's great, Why is this so important? This is important Because it does two things One and most importantly, and this goes for all social media networks and then there's something unique to Lincoln. That's .2. But .1 is that you build relationships so that when people see you, they become more familiar with your name and your profile picture because they're interacting with you. Hopefully interacting with you regularly, right? Just like in real life, if you meet someone and then you meet them again and again and again you're having little bits of conversation. Slowly start to build a relationship, You start to build trust and you start to become friends. That's what you want to do. But you have to do it one person at a time and slowly they start if they see your thing, they're gonna be like oh and showed up what's up, you know, because if we're going back to that street metaphor, if you've been engaging lots of people in their conversations and then all of a sudden you get up on your box to say something, we'll all those people are like oh look who just stood up, I think I'll join in that conversation, right? That's how it works. It's related, building relational equity, but it takes it's a lot harder. It's actually what wouldn't even say it's hard, it just takes time lots of time. But it's the price you have to pay. Every channel has its price. An organic social is just time engaging with lots and lots of people 10,000 times. The other point of why it works is in Lincoln specifically the algorithm will favor you even if they didn't even remember you, Which did they they do. But the algorithm was like oh dan just interacted with susie, you know what next time dan posts, I'm going to show his post to susie and that's how the algorithm works. So literally before I post a single post,...

...usually I will spend 15-30 minutes commenting as much as possible to kind of prime that pump to get it out there more, It seems manipulative, but remember I'm spending 15-20 minutes adding value to other people's post and every comment I add to their posts helps their post go farther, build a relationship and adds a little value if I'm doing it right and sometimes value isn't that hard to do, So let's go into that. How does that, what does it look like? How do you do it? Some people struggle, they like for the most part, 90% of people don't engage with anything and that's most of us on most platforms. But if you want to grow on social you want to grow on linkedin. You have to remember that you have to move out of the 90% of people who are just lurkers and just consumers and move into the 10% Sorry then it's really the 99-10 rule, 90% of people consume 9% of people engage 1% created If you want to be the 1% of creators that succeed, You have to take part in the 9% to you have to become an engage er you have to be someone who's commenting and you do that by exercising the muscle of learning how to engage because actually it's not it's not that straightforward. I remember when I was early on trying to do this well for some reason, every time I did engage it was like something negative, I was being critical or I would try to be positive, but it was a little snide or people took it that way, I didn't have that in my heart, but that's how it came off. So here's a couple of ways that you can add value to post, that is easy. So here's my five favorite ways to make comments more that are more extensive and value driven. Remember sometimes and first I'll start off with my first and easy one. Sometimes, all you need to do is give encouragement. It's the easiest thing you can do, people are celebrating something or showing a...

...milestone or saying, hey, I just started a new job. Then, really the only thing you do is throw down some excited emojis and be like, congratulations, that's awesome, you deserve it. I try to customize it as much as possible, but sometimes just a smiley face and a fist bump will do right because you're just trying to encourage them, You're trying to let them know, hey, I see you well done, right? It's, we do it in real life all the time. We give congrats all the time, that's a simple way to add value if that's what's called for another way you can do it is by echoing the sentiment of the post by sharing you've noticed the same thing or by simply sharing like a relevant story, like, oh yeah, I noticed that too. In fact, when I tried it, it panned out the same way. In fact, here's how you know, so just sharing your angle is a good way to do it. You can ask a relevant question to get more out of them. I do it all the time. This is actually part of my favorite thing to do. If something's like, if somebody's giving me like a statement like, oh, do this and I'm like, yeah, but in what context? Because I might be a little confused like how does that actually apply? I love asking questions and it's great for them because they love to give more information and they get to know what people are still confused by. So it's a great way to add value of even offering the question for them to know what their audience is thinking. But then you learn more in the process. Maybe if you get a little dialogue going, you can disagree with people don't do it to be rude, be polite and show that you're open minded, say it in such a way that you're like, hey, I've noticed when I've done that I've gotten the opposite result, but I am just one person and I'm often wrong. What do you think about that? If you approach it with humility, you can disagree and be open to learn. Sometimes you're one time didn't matter. Like your one time might have been off, you might have been in a rare anomaly right. Your experience might not be the truth or what's the truth for you. But there might be a better answer is what I'm trying to say. You could also challenge them to go farther. Sometimes somebody, you know less experience will post something that you're like, that's such a basic...

...answer. You know, it's not quite the right answer and you know that, you know, but challenge them softly, be like, hey, if you go a little bit deeper, you might find this. I recommend checking out this article to learn a little bit more. Would be curious to hear your thoughts. So it's ok to challenge people. Just do it gently and softly challenge people in a way that lets them know that you really care about them. And the only reason why you're challenging it is in their best interest, never do it to flaunt your own knowledge. Right? And my last favorite way to add value to post is expand on what they've said. If they've given a list of five things you can do. I'll add two more. If they've said here, here's a framework, I would be like, oh, and here's a nuance to the framework that I think would be helpful. I'm always trying to add more in advice. So that's a good way to do. It. Just expand on what they've said. Sometimes they've asked a good question. It's usually easy to engage with the question. So do that. But you can see by answering these questions and adding value. It's not that hard. It just takes a little bit of time and honestly it probably takes more time in the beginning to do each one. That's okay. It takes practice. In fact, I would recommend for like one week straight showing up for 30 minutes every day to do nothing but engage with other people's comments. So if there's anything you can get from this Episode, try this for one week, 30 minutes a day. Even if it's only a five day work week, 30 minutes a day. Try to comment on every single post. So you're not allowed this girl past the post until you comment, force yourself to think about how to add value to this post. I don't do this anymore. But I have, I've done this challenge myself just to get better exercising it. So even posts that are hard to like comment on because it's like, they're self promotional or something. They're like, hey, come to my webinar, you're like, well I'm not showing up, but the webinar looks great. Yeah, that's hard. That's the those are hard to comment on. Force yourself to comment on them and you will get better at commenting. It's a muscle and just like working on a muscle. It takes time. It takes diligence to try and flex it over and...

...over again and then pretty soon it's, it's pretty easy. I can scroll through and 10 minutes drop a number of really value driven comments. It just doesn't take long. I've also talked about this on linked in this idea of the 10,000 comment rule and a lot of people ask me like, well, how many how many is enough? And I'm like, well, it's you can go as slow as fast as you want, but like generally like volume really does make a difference. So, but if you're looking for like just a good benchmark, if you're that kind of person, just kind of want me to throw out a number 10 today is pretty good. It'll take three years to get to the 10,000 our role. But 10 a day is pretty good. Again. I would do 90 or 100 if you could, if you really want to be like, hey, I want to get to 10,000 followers in six months or a year or something. Be prepared to do 70 to 100 comments a day. Yes it seems like a lot, just do it. It's a lot. It's gonna take a lot of time, but all good things take a lot of time. So how else were you going to spend that time? Netflix Disney plus I don't know, where else are you spending time spend it doing this and you only have to do it for a season in order to see that massive growth from it and then you can back off some season, go hard for six months and then you know, take a break. I do. So hopefully this episode is encouraging, but also weighty in a way because I want to kind of showcase and illustrate the cost to really doing well on organic social. Of course there's other ways to win, don't get me wrong, there's many ways to win. So don't come to me and like, like at me about like, oh well I had a friend who did it this way and a friend. Yes, yes, there's many ways to win. This is probably the easiest in the most effective and just straight forward. If you just show up and do the work, you'll probably grow. That's on top of posting interesting content every day. Doing a lot of other things I mentioned in a series, I did a three part video series on how to grow on linkedin where I cover other elements of Lincoln...

...growth. You can find that in the show notes or go to sweet fish dot com slash 10-K. The number 10 letter K. Hopefully this was interesting. If this show has added any kind of value, please leave us a rating that you feel like this deserves an apple or google or stitcher or Spotify wherever you can give ratings for your podcast. Give us a fair rating. You don't even have to leave a review. Just tap that star that you think it's worth and kevin, find me on linkedin. I love connecting with listeners. Many of you have reached out to me and connected with me and we've gotten great conversation started there. If you connect with me, I can hopefully show up and comment on some of your stuff because I'm commenting all the time. You can show up on comments on some of my posts. Guess what? That's how we build relationship. That's how you can get to know me. That's how I can get to know you. I love it. Come find me at linkedin dot com slash I N slash digital marketing game. Yeah. Gary v says it all the time and we agree, every company should think of themselves as a media company first, then whatever it is they actually do. If you know this is true but your team is already maxed out and you can't produce any more content in house. We can help we produce podcasts for some of the most innovative BB brands in the world and we also help them turn the content from the podcast and blog posts. Micro, videos and slide decks that work really well on linkedin. If you want to learn more, go to sweet fish media dot com slash launch or email Logan at sweet Fish Media dot com.

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