With friends like these
When I introduce you, I’m gonna say, “”This is a friend of mine.”” That means you’re a connected guy. Now if I said instead, this is a friend of ours that would mean you a made guy. A Capiche?’
That’s Lefty Ruggiero’s (Al Pacino) explanation to Donnie Brasco (Johnny Depp) on how the system of trust operates within his organization. Being introduced as ‘a friend of mine’ means you can be trusted to a point. Being introduced as ‘a friend of ours’ means that you are acknowledged as a trusted resource by a wider and more influential group of people and as such are worthy of a greater degree of trust.
That’s how social media works – just because someone recommends you as a trusted resource only gets you so far. But get recommended by the right people, well, fuggetaboutit. A strategic social media program considers this and uses it at its core. The goals are identified, Key Performance Indicators agreed upon and a plan is defined. This plan needs to be based on rigorous research however. Lefty didn’t do his and it didn’t work out too well for him.