The Social Selling Index (SSI)

This is a term that was first introduced by LinkedIn and now refers generally to a person’s sales capability related to selling products and services on social media. That “ranking” or measurement is generally a “marker” so that a person can evaluate internally how effective they are as a marketer. As a reminder, the term “social selling” is defined as the use of social media to convey messaging in an unobtrusive manner, that results in leads, prospects and sales. The sales person conveys specific messaging in a manner that is non-confrontational and that leads to a boost in that person’s credibility, which in turn creates a more positive environment, leading to more “likes” and “follows”,  and greater possibilities of interacting with a reader or viewer whose interest manifests itself when they make contact, thereby becoming a prospect/lead. The eventual conversion to a sale being the ultimate goal.

The more effective social sellers will not only convey the effective messaging but in doing so, also build brand awareness for themselves. This brand awareness that is referred to relates to the branding of the sales person whose credibility is such that his/her followers extend trust by engaging with the person and thereby becoming a prospect.

The SSI is calculated as follows, according the LinkedIn:

1. Establish Your Brand – Establish your profile with your customer in mind and post with meaningful content.
2. Find the Right People – Identify netter prospects by using efficient search tools.
3. Engage with Insights – Share conversation worthy updates that will engage and grow relationships.
4. Build Relationships – Create more and strengthen existing relationships and establish trust with potential leads.

Although the SSI is a LinkedIn product, it’s foundational basis is worthy of contemplation for improved social selling on any social media platform. To be clear, the SSI is intended as an indicator of effectiveness in a more generic way, although #US MRKT does encourage its SAs to engage with others on the LinkedIn platform, especially for those SAs who will seek to sell investments and real estate.

In a future blog, I will expound on this idea and offer some concrete points for the SA to consider improving engagement and better lead generation. Never forget that more prospects and leads will lead to more sales.