I love the idea of marketing via social capital. No, I'm not referring to directly to social media here.
Social capital is a broader idea than that. Wikipedia defines social capital as:
Social capital is a core concept in business, organizational behaviour, political science and sociology, defined as the advantage created by a person's location in a structure of relationships.
I might define social capital slightly differently but it all really boils down to having high-quality relationships that one can leverage, in this case for the achievement of marketing objectives.
Great, you say, but how do I make use of this idea?
Simple. You start investing in social capital now so that you can make withdrawals in the future when you need them.
And lucky for you, investing in social capital is actually easier than it sounds. Your network is your starting place.
Nurture it. Have coffee with people. Go to conferences and chat. Follow up. Make connections. Help people achieve their goals. Send an email here. Make a phone call there. Be aware.
It's not that hard. It's just a habit that takes development.
Want to learn more? Might I suggest this book?
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