Conitech has started work planning a comprehensive social networking strategy for a non-profit based in the UK, I won’t mention the organization at this stage.

In a preliminary skype chat last week with the client we discussed goals. One goal in particular stood out to me because I think it is often underestimated, or not even considered in a strategy where goals can be very sales, market and profit centred.

It is something which I have spent years building in my own personal capacity when it comes to my other passion… film making. I have spent huge amounts of time and effort building Authority… in the realm of digital cinema and post production technology… and it has produced Trust.

The value of Authority is Trust.

Authority and Trust are much more important than sales, and should be top of your list of goals for your social networking strategy, especially at the outset where a online network must be built largely from scratch.

Authority means you become the standard, the golden rule, the go-to place for information on a given topic or subject matter. Authority earns trust, and trust earns fans, followers and customers.

How does one become The Authority?

First of all, you can’t buy it, and you can’t con people into believing you are something that you are not.

You must first make sure that you actually are The Authority… or if you aren’t yet that you can be.

Secondly, you have to communicate, and communication means content. Your level of Authority will be directly related to the relevance and quality of the content you generate.

Content that creates Authority comes from making the following activities the core of your communication strategy.

1. The creation of original, relevant information… your unique voice.
2. The curation and commentary on other non-original, relevant information.
3. Consistency of purpose and message.
4. The creation of community around this content.

If these activities form the core of the day to day operation of your social media presence, your network will grow and your sphere of Authority will increase. Concentrate on these activities consistently over time and you will notice the following things begin to happen.

1. Your original content and commentary become re-published and referenced across the web.
2. Requests to write and author “exclusive” content as a guest on other websites and platforms.
3. Increased direct and personal relationship with other influencers, influential individuals and communities in your sphere of authority.
4. The rapid growth of your network, and cross-over, or penetration into other associated networks.

It takes time, creativity, careful and constant “reading” or awareness of what your growing audience demands and staying on the absolute cutting edge of your field.

In my next article I will expand into what traits you need to look for in the person, personnel or team that are given the task and responsibility of generating this content for your company, brand or organization.