Simply put, Viola had five basic rules. In order to create a warm and intimate relationship with the audience, the actor must help the audience visualize:

1. Who you are, clearly, simply and honestly.
2. Where you are, in the physical and emotional world.
3. What you are as in what do you do and what do you offer or what do you need?
4. Yes, And. This is the most important rule. The actor listens to his or her parter (or client) and really truly hears what they say. Then opens his or her mouth and says “Yes, and…”, and adds value or information that helps the relationship move forward.
5. Don’t deny. Rule #4 is so important that it is repeated in new language in rule #5. Don’t deny what you just heard. If the partner/actor says “The sky is blue,” and you say “no, it’s not,” the scene is over. There is no option left but a disagreement, which adds no value to the relationship. So a better choice would be this exchange. “The sky is blue.” “Wow, that’s so interesting that you see the sky as blue. I’m seeing more green and yellow but I love that you see blue. Tell me more about how you see it. Maybe I should stand closer to you and get a better view.”

Now the scene or the relationship has a basis for moving forward.

Social media interactions are like improvisational theater. We don’t know who we’re going to meet on Twitter or Facebook or YouTube or LinkedIn. We don’t know, for certain, what they think or what they offer. But we can listen, establish a clear message about who we are, where we are and make our intentions about what we do very clear. We can build relationships based on listening and on the “Yes, and” rule and by doing so we can attract friends, fans and followers who are interested in our message and in a lively discourse and at some point after trust is firmly developed and demonstrated, perhaps in a business relationship.

Just as you would create a business plan and map out your marketing strategy, take some time to figure out your brand DNA. Who are you? Where are you? What value do you offer? Then say yes, and add even more depth to your message and finally, never deny that listening to your friends, fans and followers can lead you to a richer, deeper, more profitable R.O.I or return on time spent engaging in social media activities.

How are you using improvisational techniques to build you business? I’d love to hear from you.

As someone who is currently engaged in training with Mari Smith, http://www.marismith.com (someone who also cares deeply about ethical behavior online) and who will be part of the first class of certified social media professionals, I’m very interested in hearing about your concerns, issues and ideas for perhaps a “Golden Rules” of using social media for publicity and marketing. Let’s post our ideas here and start the conversation. If you post, please include your full Facebook, Twitter or Website URL including the http:// so that others can friend, follow and connect with you in just one click. You’re welcome to list all of your preferred connection options in that way. Let’s start a movement.

Your Facebook® profile and your Facebook® Fan Page are two key social media touch-points for connecting with potential clients. Creating your on-line funnels in a variety of social mediums helps people find you and clearly understand the service you provide. Now, the yellow pages will do the same thing but social mediums let customers engage with you first and then decide, based on your attitude, the comments they read from your friends and followers and the value you provide in your various postings, whether or not they want to take the next step and become your customer. They can literally shadow you while deciding. That’s why it’s so critical for you to take your social media image seriously.

The Key Ingredients to your Social Media Strategy

Because your potential customer might be exploring numerous social media sites, you’ll want to be on at least Twitter, Facebook, Linked In and I highly recommend that you have a blog. If you already have your own website that becomes your home base. If you don’t, you’re blog can serve that purpose.

Now the number one rule of any great marketing campaign is to make sure that every consumer touch-point is integrated with every other one. All of your social media sites should link to each other, carry a similar look and message all while speaking to the consumer in the voice most appropriate for that medium. For example, you’ll communicate in short 120 character* bits on Twitter, longer more detailed thoughts will be incorporated into your blog and your Facebook profile and fan pages might be more personal and intimate. Yet an integrated marketing strategy means that the core values and the key message points will be the same, albeit communicated differently.

Helping Customers Find, Follow and Friend You

If you were the owner of a Deli, you wouldn’t hide the checkout counter. You’d make it very easy to find. Shoppers would never have to guess where to find you, talk with you and pay you. It’s the same with social media sites. Be user friendly. Make it easy for someone who finds and follows you on one site to find and friend you on another.

I recently installed a “Follow me on Twitter” button on my Facebook Profile and my Facebook Fan Pages. This is a nice visual addition to your profile or page and there are a lot of designers and programmers out there offering free buttons. I happen to love http://twitbuttons.com for it’s user-friendly interface. You simply enter your Twitter name in the URL box at the top of the page and all the HTML code in every Twitter Button box is changed, automatically, to customize the button for your twitter page.

So here are the instructions for adding a “Follow me on Twitter” button to your Facebook Page.

1. Log onto your Facebook Page and go to the applications link on the bottom left hand side of your screen.
2. Click “Browse applications and the find ” “Extended info” application. Add that to your profile. Then click the edit settings link to the right of the app in the list of apps you’ve downloaded. Where it says “Tab” click “add.”
3. Then go to http://twitbuttons.com and pick out your favorite button. Be sure to enter your twitter name in the black space above the buttons. This will automatically enter your correct twitter name link to the code under each twitter button image.
4. Copy the code of the button you like and go back to Facebook to the Applications list (link on bottom left of page).
5. Open the Extended info application by clicking directly on that link. A window will pop up for you to paste your code.
6. Paste the code and click the “Add to Profile” button on the upper right of that page.
7. Then click the Save changes button below the code and return to your page. You can change the look of your button at anytime by returning to these instructions and choosing a new button from the website I mentioned or another you may find. You can design your own if you’re skilled with HTML too.

Transparency is Currency in Social Media

I recommend adding your “Follow Me” button or link to all of your social media sites and using the custom options on your Twitter background to provide the URL’s for your Facebook, Linked In and Blog to your Twitter followers. You get the picture. The name of the game is to be visible. For some inspiring examples of people who are doing this well, check out these social media pros. Each one of these people are helping potential clients find them and utilizing a slightly different style. Take a look and make a plan to help yourself stand out in the crowd.

• Mari Smith: http://www.facebook.com/marismith?ref=ts#/marismith?v=app_11007063052&viewas=1048779085
• Dr. Mehmet Oz: http://www.facebook.com/droz?ref=ts#/droz?v=app_4949752878&viewas=1048779085
• Gary Vaynerchuk http://www.facebook.com/gary?ref=ts#/gary?v=wall&viewas=1048779085 (Check out his “Friend Me Up” Tab!)
• Karmen Reed at KickOff Topic: http://www.facebook.com/pages/Kickoff-Topic-Marketing-Solutions-Through-Online-Visibility/56494299508#/pages/Kickoff-Topic-Marketing-Solutions-Through-Online-Visibility/56494299508?v=wall&viewas=1048779085
• The Social Latte: http://www.facebook.com/pages/Tempe-AZ/The-Social-Latte-Specializing-In-Social-Media-For-Small-Businesses/80841554499?ref=ts#/pages/Tempe-AZ/The-Social-Latte-Specializing-In-Social-Media-For-Small-Businesses/80841554499?v=app_7146470109&viewas=1048779085
• Angela Albright: http://www.facebook.com/pages/Angela-Albright-Social-Media-Entrepreneur/87674098294?ref=ts#/pages/Angela-Albright-Social-Media-Entrepreneur/87674098294?v=wall&viewas=1048779085

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*Always try to keep your tweets to 120 characters so that people can Re-tweet your post. When they re-tweet, some of the character spaces are taken up with their Twitter name. At 120 characters you’ll be re-tweet-friendly.