When we were prepping to launch Strutta’s social promotions platform, I had to hire contractors for various translation projects. At the time, I had put an ad on Craigslist and received an overwhelming number of resumes and responses. Even when an applicant did not meet the job description criteria, I made sure I replied to all of the inquiries I received. It was time consuming but I appreciated everyone’s interest.

Then something amazing happened - applicants were over the moon that I took the time to say thanks and acknowledge them. As a result, many replied with genuine gratitude and offers to help in “any way” in the future.

Two weeks after I hired a few translators, I stumbled across a website for then wine video blogger Gary Vaynerchuk. As a wine enthusiast, I was immediately roped in by the engaging content, his unbelievable energy and approach to educating people about various varietals and social media. He made learning about wine fun and accessible.

I’ll never forget one particular video of his that I came across where he talked about taking the time to respond to people. That struck a chord with me because I share that philosophy and had just written a blog post about that same thing. So, I commented on his blog post to give him props.   

Then something amazing happened - Gary followed me on Twitter and emailed me this message directly:

On 26-May-08, at 4:02 PM, Gary Vaynerchuk wrote:
Subject: thnx so much for the super sweet response on GV dot >com
:)

That’s how it feels to be heard and acknowledged. Short, sweet and effective.

Three Things Gary is Doing Better Than Anyone Else

Since that exchange, Gary has amassed over a million followers on Twitter, and has written three best-selling books including his latest release Jab Jab Jab Right Hook.

His agency, VaynerMedia, that he launched with his brother, works with Fortune 500 companies to develop social media strategies to help brands create and share their stories in a way that resonates with audiences. In addition, Gary is considered one of the top social media influencers and was included in Forbes’ list of Top 50 Social Media Power Influencers in 2013.

How did he go from starting Wine Library TV to becoming a top authority on social media branding? By doing three things better than anyone else:

1) Listening and Engaging

Gary knows that social media is a two-way platform, and in order for it to really work, reciprocal communication is critical. Of course, that’s easier said than done, and responding to every comment is a serious commitment. But it’s a commitment that pays off.

Gary didn’t have to email me directly when I commented on his blog, but by going out of his way, it was evident to me that Gary valued his audience and cared about his followers. And even today, despite dramatic growth in his followership, Gary continues to encourage his fans to connect with him directly.

2) Being Authentic and Accessible

Gary doesn’t hold back when it comes to expressing his opinions and his passion. As marketers and entrepreneurs, we know the importance of authenticity and accessibility. Gary makes a point of being accessible to answer questions and respond to feedback. And you can guarantee, when he tweets, he makes sure he is available in that window to reply.

I am sure Gary has expanded his team since our first exchange, which makes it easier for him to stay on top of community outreach and engagement. The important thing is he doesn’t just throw a tweet off a cliff and hop on a plane. He asks. He listens. He responds.

3) Exceeding Expectations

When you comment on a blog or social media post, at best you might expect an inline response, a “like” or a retweet. At worst, no response at all. No one, in this day and age, expects a grateful email in return.

I can’t even tell you how many people I have told about Gary’s email and now I am writing about it! That email is why I followed Gary Vaynerchuk, have attended his speaking events, bought his books, shared his messages with others and have been a big fan of his work ever since that day in May 2008. That’s powerful.

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