You Scratch My Back
How much information is free information?
How much should be guarded and how much should be shared?
If you’re asked by someone, “How do you do this?” or “What methods work for you?”, should there always be an answer?
Say you receive a request from someone asking about some of your business practices or approaches.
Do you always offer an answer, or do you feel uncomfortable giving them one?
Is there a limit on help or is it part of the whole relationship building approach to social media?
Take it offline as well. It isn’t just restricted to social media.
We build relationships every day because we want to help people and be helped where needed. We offer our experience and ask for that of others when we become stuck.
Some relationships move to a higher level than others. Some may even become akin to partnerships without the legalese to say so.
Yet is there a time to draw the line at how much free help is offered? Is there some help that should be viewed as a business service?
Where’s your line drawn?
66 Responses to “You Scratch My Back”
The way I currently work is if I offer help, then that’s exactly what it will be – help. That’s usually free, because it’s something I’ve offered to do.
If someone comes to me with a request, initially I’ll be happy to help, advise, etc. The sticky point is the continued requests – the point at which it changes the dynamic.
When the help you’re offering gets in the way of paid work or the time/money ratio is severely top heavy, it’s time to draw the line.
Seems a fair equation, Anthony – cheers!
If I cannot answer the question in an email paragraph, I try to setup a billable appointment. My clients/friends/associates are all considerate of my time. I am lucky in that regard.
When you switch the cards, do you care if someone goes to someone else who won’t charge?
Ari Herzog recently posted…. Help Me Find My Next Job
Ari,
I would love to help every one, paying or not. However, the simple truth is that I cannot possibly do this and still sleep, eat, spend time with family, etc.
If I lose a potential client because I want to setup a billable time for solving a problem, then I am okay with that. I know that sounds harsh, BUT it really sounds worse than it is.
I give all new clients free consultations and I am liberal with my billing. However, I can’t spend all day answering my email and then not pay for lunch.
Rachel Baker recently posted…. Use Secure Passwords to Keep Your Identity Safe
Is that to do with how you’ve “set your stall out” from an early stage, Rachel? Seems to be working well, curious what steps you had to take to get there?
Danny – a few days ago, I had a similar conversation with Dave Doolin on one of Georgina Laidlaw’s posts – Big Content Monetisation Ideas for the Little Guy (http://www.problogger.net/archives/2010/08/04/big-content-monetisation-ideas-for-the-little-guy/)
My take is that there are four levels of sharing: data, information, knowledge, wisdom. I’d learned that in one of the MIS classes during my college days. I am just getting to comprehending what that really means.
Tying that back into your question, I’d keep data and information free – unless it is proprietary. Even if it takes me time to extract data – or create information based on it, I will still benefit in the long run from the positive PR that comes out of it. Thinking of it is as the value packed free giveaways that come at the beginning of every product launch
Knowledge and wisdom is what I would charge for – unless there’s a common and/or larger good involved. For example, I’d happily spend time helping a charity with their social media efforts and sharing my knowledge and/or wisdom. For others, it would be a package deal with exchange of real currency involved.
One fine line that I am wary of crossing is to charge more than the value delivered. That would be sham – and I’ll pretty soon be out of business.
Kapil Apshankar recently posted…. A Five Step Formula To Fulfill Your Social Media FantasiesThat seems to be a good mix of time and investment, Kapil.
I can definitely see the take on the non-profit side (it’s something we’re trying to do with 12for12k). Though would that be infinite or finite?
I have fallen ‘victim’ to giving a lot away. I generally use this method now as a rule:
If I can answer the question there and then over the phone, F2F or in an email without needing to look anything up, do any reasearch or ‘draw’ any diagrams, then it’s free. Questions are usually on ‘How do I…on Twitter’ etc.
If I have to look something up, prepare a document, or support my reply with anything other than a sentence or two, then it’s chargeable.
My aim is to smplify Social Media and help individuals ‘manage’ their online presence so it doesn’t take up too much of their time. By showing them ‘How’, ‘Where’ and ‘What’ to do, I slice endless hours off the learning and understanding of Social Media engagement.
If individuals totted up the amount of time they spend trying to get to grips with Twitter etc and understanding how to network and connect with meaning on LinkedIN and worked that out as chargeable hours to themselves, they may be shocked. My hourly rate is not a ‘consultancy’ rate.
Its hard to draw the line somethimes – I am naturally generous and helpful!!
I have made a ‘rule’ though and I am trying to stick to it
Lesley Aveyard recently posted…. Do you Predict or ReactLesley, Same boat. My professionalism, strive for better work causes me to give too much away. Love your point on if you have to do research, send an email.. and the difference between the hourly rate and consultancy rate. Thanks for that reminder!
Davina K. Brewer recently posted…. Got Plan 10 posts on Social Media Strategy- Tools and TacticsAgree with Davina here – great way to break down what you do and don’t, and what the bext steps are from there.
Cheers, Lesley.
Interesting post Danny.
I often receive emails / comments from service providers, bitching about the amount of free time they give away – As if this were some kind of tap they were unable to turn off.
Ultimately, you can’t expect others to see the commercial value of your time, unless YOU stop giving it away for free to every individual that asks.
I give a ton of free advice away every day via my blog. Most of the marketing questions people ask me can be found there, along with answers.
However, when people use my comments section to try and garner free advice, I almost always refuse.
Time is our most precious resource. I can either invest 30 minutes writing a blog post that has the potential to help thousands, or use that same time helping one person.
Jim Connolly recently posted…. Convert your readers into clients!That’s a great point, Jim, and agree completely.
Where I’m coming from on this is when folks perhaps contact you as a follow-up to a post, looking for you to expand on examples, success rates, etc. Then offer some ideas how they could maybe implement.
I’m all for offering “free” through the blog, and as I mention to Zach earlier, if you’re offering something, you shouldn’t really complain when folks take you up on it.
It’s the other part of the equation that becomes “fun”…
If the request is to learn more about my experience, capabilities and possible approach to a project – no charge.
If we get to the point where a specific need is presented to me, I will provide them with an action plan that includes clearly stated objectives, time line with milestones and budget.
Sometimes, when the project is too loosely defined for my comfort, I might include some time at no charge for discovery and I make it clear that what I learn during that time may impact my proposal.
If someone repeatedly asks for my expertise and recommendations, and they are someone that can hire me, I tell them after 2 or 3 requests that ‘…I suggest you put me on retainer and we make these meetings a regular event…’
If they make repeated attempts and can’t hire me, I either continue to meet for personal reasons or I limit my availability to two or three times a year.
Seems like a solid enough approach there, Pat – may have to “borrow” some.
Money isn’t everything.
I live and breathe “small town” so when a mom and pop business is using the wrong kind of page for their business, or has questions about using social media, I have no problem answering.
I like to see the little guy — who very often DOESN’T have the resources or the time to hire professional services or study up — to succeed.
It’s just a nice thing to do and, really, it’s the small town way! You never know where it will lead…
Jessica Nunemaker recently posted…. Remington- Indiana Sesquicentennial- Small Town CelebrationAgree completely, Jessica, money isn’t everything (and we’ve put very affordable small business workshops together that would normally only be available to larger organizations). After all, the biggest businesses had to start somewhere, right?
Though at some stage, even small town bills need to be paid (I grew up in a very small Scottish town, so know where you’re coming from on the small town mentality).
Danny, Great Post and the Comments have been awesome! I think we all WANT to help people. If one of my close friends asks me a question about Social Media, I don’t hold back, I give them the info they want because I know that if someone else comes to them they will recommend me.
For someone that may be a potential client, we have gotten burned several times with giving a very inclusive proposal for work and then they take all the work we did and go find someone who will be less expensive…And in those times we have to look at the finished work they had the “other ” company do and well, let’s just say you get what you pay for.
We have started to pull back on the amount of info we give. If I can’t answer it in a para or give you a link that you can go learn yourself, then it is billable. We started a support plan and some have taken advantage and some not… But the ones who did will benefit.That’s a great point about the burn aspect, Kim. At what point does a query become a competitor? I’m all for the “there’s enough work for everyone” mantra, but does that mean we should be doing that work all the time for others?
Love the support option idea, by the way.
Things I live by when giving advice.
1. Start with, Here’s what I’d do ….
(most cases the person asking doesn’t have time or knowledge)2. Always leave breadcrumbs
3. ….
I’d like to tell you more but got run have a meeting with a client.
Find me on Twitter http://twitter.com/MarketingHits
Brian Yanish recently posted…. Custom iPhone App MarketingHow you finding #3 working out, Brian?
I like to leave them wanting more and the more is what I charge for.
Danny, It’s an interesting take off on the “can I pick your brain” debates I guess.
One thing is the “service” aspect. When I go to a local wine shop, and the owner knows my name, takes the time to recommend and help me find a bottle, that’s excellent customer service.. and her job. If she wasn’t that way, I’d take my business elsewhere.
Just got off the phone with a client–unscheduled meeting–giving a lot of good advice, really helping him think through some upcoming projects strategically. Good service on my part, combined with valuable advice that comes down to billable time for me.
The flip side, I sent an email this morning as a follow up to some “friendly” advice I gave to a potential client. That advice was free, but taking the relationship beyond the friendly to the professional, then it gets billable.
As the consultant, it is my job to “Let me Google that for you” just so long as the client, you realize that it’s your job to pay for that time. Guess that’s my new line, FWIW.
Davina K. Brewer recently posted…. Got Plan 10 posts on Social Media Strategy- Tools and TacticsGreat point about the service side of any “agreement”, Davina. Although I guess you’re still buying the wine, so technically there is a billable on it
I don’t think too many folks will argue with what should be included in any package. I think it’s more geared toward, “Okay, when does this become more than just a friendly chat”.
I’ve seen this become more prevalent lately, and it’s been interesting watching how folks adapt.
I often give free advice. Those you help will recommend you to others. Those who try to take advantage are like parking tickets… not worth getting annoyed about. Funny enough the more free advice I give the more business I get.
I guess the main problem is folks that don’t realize they’re taking advantage, even when suggested otherwise…
Danny,
My approach is to always be helping. Our tagline is – We Help You Make Good Media.
It’s just in my nature to be that way. That said, I also follow my instincts. If I feel someone is taking advantage of me and the help I am offering without any intent of reciprocating, (in at the very least picking up the phone when I am in need), then I speak with them about it. Not in a way that is harmful, but one that is open and honest about how they are making me feel.
I focus on building trust and sharing my knowledge and experience. By helping them my goal is to create an advocate that will either generate direct income from that person/company, or through word or mouth referrals from them.
Jeremy Victor recently posted…. Exclusive Interview With SAP’s Director Of Social MediaYou raise an interesting point, Jeremy. Should help only be offered with the understanding it’s reciprocated at some point?
My view is no, but curious if that’s what you meant?
Nope, that’s not really what I meant in a general sense.
I was referring when the situaion becomes such that the person is really close to crossing the line and continually going to the well for your help for their own self interest. Basically taking advantage of you — and likely even failing to say thank you most of the time.
Gotcha.
Yep, that’s definitely a line that can be easy to cross, and I’m guessing one where many find themselves having to maneuver more often than not.
Hi Danny,
This is a great topic. I go through this a lot and I tend to spend a lot of time providing business advice to friends, acquaintances and potential clients — social media, research, web sites, job search or whatever. However, what separates the good experiences from the bad and what makes me feel good vs. “used” is the approach that people take when they initiate contact with me. If you are a true potential client with an actual business need, then I’m happy to talk to you…in fact, I’ll bend over backwards to help you. If you are a friend who needs advice for personal matters or even business matters, then fine I’m totally there for you. However, if you are a friend who’s in a role at a company and you’re tapping into my expertise repeatedly to help you do your job, then you need to hire me as a consultant. If you’re a random person who has never met me and you request something from me like information about how my company is doing xy and z without giving me any context so that you can use this information in your upcoming presentation, then that’s a huge turnoff. Finally, if it’s clear you’re soliciting the world for the same advice and I’m just getting a form letter from you, then I will not feel good about interacting with this person.At the end of the day, it’s all in the communication style. People who are gracious, upfront, thankful and respectful of my time get my attention!
Pamela Rosenthal recently posted…. Building the ultimate social media management tool
My theory is that if you’re building a relationship, you’re not really working “for free.” If charging money is going to get in the way of that, then err towards relationships.
That said, charge people what you can get away with charging.
If you find yourself uneasy with answering a question, because that falls under your definition of “consulting,” then maybe you need to tighten that definition?