The Masters; arguably the most watched Golf event is coming up. For the winter weary it is a clear signal that better days lay ahead. For golfers the headline cliché is all too real. We have all suffered from not realizing the promise of a great drive by missing short putts on the green. For all non-golfers out there here is what I mean. It sure is fun to watch Tiger Woods hit his tee shot 300 yards but Tiger is not winning tournaments lately because he hasn’t been able to sink a 5 foot putt.

Similarly, many purveyors of soaps, cereals and soups have knocked the ball out of sight in their recruitment of social media fans. Like many marketers they spent aggressively to acquire thousands of Facebook likes. They responded to the digital luminaries who sounded the alarm that if your not speaking with your customers out on Twitter, Facebook and producing YouTube videos you will be left behind. They use the listening tool socialtoo to confirm that people have an expanded online relationship with them.

But translating that into sales was another challenge. Then things changed. The same luminaries acknowledged these social relationships weren’t actually meant for selling stuff or to get friends to sell your stuff to one another. That’s a cruel twist. Was money wasted? Not really. Driving the ball out of sight is a necessary first step to compete at a high level and you will build on that success if when you follow a 3 step regimen.

Give Before You Receive – listen to and provide content that is important to your followers and fans. Build on the conversation and don’t over steer it into areas there is little interest in. When you think you have given enough, give some more.

Be Transparent In Your Intent – Tell them why you are doing this. Perhaps it is so they are better informed about their decision to do X, Y or Z. X could be a test drive; Y could be taking a new credit card; and Z could be just about anything else. Customers will understand your intent and have context for credible information you provide. Resist forcing solicitations under the banner of information into your social media channels. Information is information. Sales pitches are sales pitches. Respect that your customers know the difference.

Practice Patience — There is little in the social media ecosphere that resembles the typical direct sales process. If you provide relevant input there will be a favorable response from individuals. These individuals ultimately influence others and eventually form larger groups of like minded individuals. It is an added step in the cycle that develops at it’s own pace. Never lose your patience at the pace or you risk needing to begin the process all over again with a new group.

I hear a lot of oohs and aahs at a great tee shot but I have seen many more thousands jump in the air when a pro accomplishes something as small as sinking a one foot putt. It is because the tee shot starts something but the putt finishes something. If you follow these three simple rules your fans will be cheering the fact that you allowed them to accomplish something. It will happen when they are good and ready but it will happen.

Patience.