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'mdan Sanchez with Sweet fish media and today I'm talking about the new 10,000hour rule to social media success now for anybody listening that hasn't heardof the 10,000, our raw recap real quick is essentially a theory that MalcolmGladwell popularized in one of his books, saying that you can't trulymaster a craft or a subject without putting in 10,000 hours of practice andnot just okay practice, but perfect practice. Really good practice. Ittakes 10,000 hours, right? And that's the rule for success. But I'm heretoday to kind of popularize a new rule and it's not, it's things that I'veheard before, but I'm trying to say in a different way because I'm stillfinding people miss this so often that it's worth recording a whole episodeabout because you see, I get to meet with lots of people as a director ofaudience growth for sweet fish Media often get to sit down with customers acouple times a week to talk about how to grow their podcast. Right? So it'smarketing is just marketing for your podcast and we're the objective is togrow the audience sometimes more than growing revenue, right? We knowaudiences and means to revenue. So the objective is to grow the audience and abig part of that is social media marketing, but I continually see peoplemake this one critical mistake over and over and over again and I can empathizewith it because I was there myself, my career got brought up through the PPCchannel, right, I was really good at Adwords. And then when facebook startedputting ads in the feed like man, I was quick to that. I was in that firstsummer 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 wholeuniversity, tripled the enrollment of a university to facebook ads. I learnedlots of other channels, but I wasn't very good at social media or at leastnot organic. Social media paid social was a breeze, but organic. Not untilthis last, I don't know about 16 months...

...for me that I actually, you know, JamesCarberry, the founder of Sweet Fish kind of showed me the ropes on linkedinand you know, I learned from a few other people that were doing well onlinkedin and then just put in the work and tried and did it over and over andover again, posted lots of content, engage the platform and I grew In fivemonths, I grew to 10,000 followers and today in past 20,000 followers, um halfof which are connections. The other half are just followers and a lot ofpeople have looked at that and they're like dan, tell me what you did Andthere's a lot of things that I did, a lot of different little content tricksand how to get people to read your post, how do people get engaged with it, butI'm not here to talk about that. So I think people kind of get that are goodat that. It's not as hard to figure out. But this one thing, this one thing I'mcrafting this new 10,000 hour roll around is the thing that people missthe most often. So let me talk to you talk to you about this new 10,000 hourrule and really it's not 10,000 hours actually, it's an arbitrary number. Ineeded a way to cross over and build an analogy to something that everybodyunderstood, everybody understands the 10,000 hour rule. What I like about itis that it's really like it's helping you see the cost, The cost you have topay in order to succeed and become a master at a subject. But if you want tomaster social media, it's not just 10,000 hours, you have to leave 10,000comments. 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 muchany social platform to do it Well, unless you're bringing in some ownedaudience from somewhere else. So you become famous recently, you've gottenon tv or you want american like you've been growing going up in american idolor something, so everyone's just following you, like unless you're thator you're an expert already, you have attention somewhere if you want to growFrom zero, which is kind of where I started from, maybe I had like I had500 plus connections, like most people on linkedin but that wasn't quiteenough. You have to not only show up...

...and put out a post a day or more, andof course you could do less. Less is just always slower and you honestlyhonestly just goes away faster if you post more. But you also have to engagethe platform. You have to actually be social on social media. Whoa, shocksurprise. But it's so frequent that I'm meeting with people and they're askingme for tips on how to grow their show. And I'm like, well, what are you doingon social? They're like, oh, I'm posting all the time. And usually evenif their posts are good and they're doing the exact formula that I've laidout for succeeding with linkedin posts, they're still getting crickets on theirengagement. There's still like one or two people commenting handful of likesand I'm like, well, how much are you engaging in other people's stuff? And that's when they usually look at melike, what are you talking about? I'm like, you're not engaging in theplatform. You have to actually go out and be social. You can't just betalking in the public square, hoping people come to you and just startlistening while you're standing up on your box, they will, But first you haveto go out into the crowd and engage people one person at a time in theirconversation and what's interesting to them, you have to add value to them Andyou 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'sgoing to take, it's gonna go much faster. If you do 100 a day, I thinkit'll take you something like a few months, Maybe 5, 6 months To reach the10,000 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 87rule, like go and leave your two cents to the total of a dollar 87 on otherpeople's posts every day. A dollar 87 would be, I think it's like close tolike 90 90 comments a day. Value driven,...

...unique comments, not you copying andpasting and engaging people's post, but actually go into your feed and justreading what people post and engaging in a meaningful way. So you might be thinking dan, That'sgreat, Why is this so important? This is important Because it does two thingsOne and most importantly, and this goes for all social media networks and thenthere's something unique to Lincoln. That's .2. But .1 is that you buildrelationships so that when people see you, they become more familiar withyour name and your profile picture because they're interacting with you.Hopefully interacting with you regularly, right? Just like in reallife, if you meet someone and then you meet them again and again and againyou're having little bits of conversation. Slowly start to build arelationship, You start to build trust and you start to become friends. That'swhat you want to do. But you have to do it one person at a time and slowly theystart if they see your thing, they're gonna be like oh and showed up what'sup, you know, because if we're going back to that street metaphor, if you'vebeen engaging lots of people in their conversations and then all of a suddenyou get up on your box to say something, we'll all those people are like oh lookwho just stood up, I think I'll join in that conversation, right? That's how itworks. It's related, building relational equity, but it takes it's alot harder. It's actually what wouldn't even say it's hard, it just takes timelots of time. But it's the price you have to pay. Every channel has itsprice. An organic social is just time engaging with lots and lots of people10,000 times. The other point of why it works is in Lincoln specifically thealgorithm will favor you even if they didn't even remember you, Which didthey they do. But the algorithm was like oh dan just interacted with susie, you know what next time dan posts, I'mgoing to show his post to susie and that's how the algorithm works. Soliterally before I post a single post,...

...usually I will spend 15-30 minutescommenting as much as possible to kind of prime that pump to get it out theremore, It seems manipulative, but remember I'm spending 15-20 minutesadding value to other people's post and every comment I add to their postshelps their post go farther, build a relationship and adds a little value ifI'm doing it right and sometimes value isn't that hard to do, So let's go intothat. How does that, what does it look like? How do you do it? Some peoplestruggle, they like for the most part, 90% of people don't engage withanything and that's most of us on most platforms. But if you want to grow onsocial you want to grow on linkedin. You have to remember that you have tomove out of the 90% of people who are just lurkers and just consumers andmove into the 10% Sorry then it's really the 99-10 rule, 90% of peopleconsume 9% of people engage 1% created If you want to be the 1% of creatorsthat succeed, You have to take part in the 9% to you have to become an engageer you have to be someone who's commenting and you do that byexercising the muscle of learning how to engage because actually it's notit's not that straightforward. I remember when I was early on trying todo this well for some reason, every time I did engage it was like somethingnegative, I was being critical or I would try to be positive, but it was alittle snide or people took it that way, I didn't have that in my heart, butthat'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 makecomments more that are more extensive and value driven. Remember sometimesand first I'll start off with my first and easy one. Sometimes, all you needto do is give encouragement. It's the easiest thing you can do, people arecelebrating something or showing a...

...milestone or saying, hey, I juststarted a new job. Then, really the only thing you do is throw down someexcited emojis and be like, congratulations, that's awesome, youdeserve it. I try to customize it as much as possible, but sometimes just asmiley face and a fist bump will do right because you're just trying toencourage 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 wayyou can do it is by echoing the sentiment of the post by sharing you'venoticed the same thing or by simply sharing like a relevant story, like, ohyeah, 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 doit. You can ask a relevant question to get more out of them. I do it all thetime. This is actually part of my favorite thing to do. If something'slike, if somebody's giving me like a statement like, oh, do this and I'mlike, yeah, but in what context? Because I might be a little confusedlike how does that actually apply? I love asking questions and it's greatfor them because they love to give more information and they get to know whatpeople are still confused by. So it's a great way to add value of even offeringthe question for them to know what their audience is thinking. But thenyou learn more in the process. Maybe if you get a little dialogue going, you can disagree with people don't doit to be rude, be polite and show that you're open minded, say it in such away that you're like, hey, I've noticed when I've done that I've gotten theopposite result, but I am just one person and I'm often wrong. What do youthink about that? If you approach it with humility, you can disagree and beopen to learn. Sometimes you're one time didn't matter. Like your one timemight have been off, you might have been in a rare anomaly right. Yourexperience might not be the truth or what's the truth for you. But theremight be a better answer is what I'm trying to say. You could also challenge them to gofarther. Sometimes somebody, you know less experience will post somethingthat you're like, that's such a basic...

...answer. You know, it's not quite theright answer and you know that, you know, but challenge them softly, belike, hey, if you go a little bit deeper, you might find this. Irecommend checking out this article to learn a little bit more. Would becurious to hear your thoughts. So it's ok to challenge people. Just do itgently and softly challenge people in a way that lets them know that you reallycare about them. And the only reason why you're challenging it is in theirbest interest, never do it to flaunt your own knowledge. Right? And my last favorite way to add valueto post is expand on what they've said. If they've given a list of five thingsyou 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 thinkwould be helpful. I'm always trying to add more in advice. So that's a goodway to do. It. Just expand on what they've said. Sometimes they've asked agood 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 notthat hard. It just takes a little bit of time and honestly it probably takesmore time in the beginning to do each one. That's okay. It takes practice. Infact, I would recommend for like one week straight showing up for 30 minutesevery day to do nothing but engage with other people's comments. So if there'sanything 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 onevery single post. So you're not allowed this girl past the post untilyou comment, force yourself to think about how to add value to this post. Idon't do this anymore. But I have, I've done this challenge myself just to getbetter exercising it. So even posts that are hard to like comment onbecause 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 thewebinar 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'sa muscle and just like working on a muscle. It takes time. It takesdiligence 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 reallyvalue driven comments. It just doesn't take long. I've also talked about thison linked in this idea of the 10,000 comment rule and a lot of people ask melike, well, how many how many is enough? And I'm like, well, it's you can go asslow as fast as you want, but like generally like volume really does makea difference. So, but if you're looking for like just a good benchmark, ifyou're that kind of person, just kind of want me to throw out a number 10today 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 youcould, if you really want to be like, hey, I want to get to 10,000 followersin six months or a year or something. Be prepared to do 70 to 100 comments aday. Yes it seems like a lot, just do it. It's a lot. It's gonna take a lotof time, but all good things take a lot of time. So how else were you going tospend that time? Netflix Disney plus I don't know, where else are you spendingtime spend it doing this and you only have to do it for a season in order tosee that massive growth from it and then you can back off some season, gohard for six months and then you know, take a break. I do. So hopefully thisepisode is encouraging, but also weighty in a way because I want to kind of showcase andillustrate the cost to really doing well on organic social. Of coursethere's other ways to win, don't get me wrong, there's many ways to win. Sodon't come to me and like, like at me about like, oh well I had a friend whodid it this way and a friend. Yes, yes, there's many ways to win. This isprobably the easiest in the most effective and just straight forward. Ifyou just show up and do the work, you'll probably grow. That's on top ofposting interesting content every day. Doing a lot of other things I mentionedin a series, I did a three part video series on how to grow on linkedin whereI cover other elements of Lincoln...

...growth. You can find that in the shownotes or go to sweet fish dot com slash 10-K. The number 10 letter K. Hopefullythis was interesting. If this show has added any kind of value, please leaveus a rating that you feel like this deserves an apple or google or stitcheror Spotify wherever you can give ratings for your podcast. Give us afair rating. You don't even have to leave a review. Just tap that star thatyou think it's worth and kevin, find me on linkedin. I love connecting withlisteners. Many of you have reached out to me and connected with me and we'vegotten great conversation started there. If you connect with me, I can hopefullyshow up and comment on some of your stuff because I'm commenting all thetime. You can show up on comments on some of my posts. Guess what? That'show we build relationship. That's how you can get to know me. That's how Ican get to know you. I love it. Come find me at linkedin dot com slash I Nslash digital marketing game. Yeah. Gary v says it all the time andwe 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 teamis already maxed out and you can't produce any more content in house. Wecan help we produce podcasts for some of the most innovative BB brands in theworld 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 tolearn more, go to sweet fish media dot com slash launch or email Logan atsweet Fish Media dot com.

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