Becoming a social media leper... many marketers are missing the whole point!
The other day I blogged about what I perceived to be trends in the way Twitter is being used. It started out as a "presence" app, then morphed to an announcement app, but now is more of a passive IM where the principle behavior seems to be people interacting with each other more than broadcasting messages at large. It's commendable that the powers that be at Twitter have adapted the platform to accommodate this type of use.
One of the ways I was using Twitter was as a broadcast mechanism to generate awareness of my blog posts. That's become to feel almost like spam, and I said so in the aforementioned post on the topic. Turns out, I'm not the only one who feels this way. Benn Rosales, a blogger at AgentGenius, does too. In fact, he calls such people "social lepers."
"I define a social leaper as one who markets using a social media platform, yet has no online interaction with those that consume the media. You’re simply spam, don’t do it," suggests Benn. I couldn't agree more with that point.
Twitter is not the only site where that behavior is prevalent. Facebook has its share of social leperism as well. On more than one occasion, I've received a friend request to which I've obliged, only to be "pitched" by the person soon thereafter. No personal interaction. No getting to know me. The person is just using social media as another way to hawk their wares. It doesn't work. Or, at least, I hope it doesn't.
The thing that troubles me most is that I've been guilty of the same thing myself. So, here I am, the pot calling the kettle black. Just the other day I tagged a group of influentials in a Facebook note. Even though they were in my network, many of them I have had little interpersonal contact with. And I got egg on my face for doing so. It's a lesson learned I won't quickly forget, and a mistake I vow never to repeat.
Where Twitter is concerned, I can hold my head a little higher at least. While I do announce new posts there, most of my time is spent interacting with peers (or saying some unusually inane things...just to get attention, you know).
My marketing mantra these days is, "Markets are conversations, and participation is marketing." In a Web 2.0 world, don't pitch me if you haven't taken the time to get to know me. That's good advice for all of us to take, me included.
PS: Chris Brogan has a wonderful polemic on the role social media plays in marketing. Well worth reading.
I remember you twittering about your facebook mistake.
What makes the difference though is that you listened to the complaint and have/will adjust what you do.
there are a few people i follow on twitter and all they do is announce posts. It is annoying.
what matters most and it is what you did is listen to people that you are marketing to and make sure not to upset them
Posted by: loren nason | February 04, 2008 at 11:11 AM
Loren, thanks for the comment. Listening is probably the first thing social media marketers ought to do. Participation is the next thing.
Posted by: Paul Chaney | February 04, 2008 at 06:04 PM
We all make mistakes,initially when I went online at facebook about a year ago, I signed myself up as my corp. name to hold it, but soon learned no one was going to add me- even my friends, I changed it and was welcomed in, oops.
But please be sure you keep updating your twitter with blog updates, it's how we know up to the minute what is happening NOW! This is the thing I love most about Twitter, and it is great incentive to write great material and you get immediate feedback. Thanks for the trackback. Twit ya later, Paul
Posted by: Benn | February 04, 2008 at 09:24 PM
The joke with me is that you have to take me everywhere twice. The second time is to apologize.
It's a lot about listening, and it's a lot about getting the flavor right and moving with it. You are clearly working on things, and it's great to see a post like this. Tells people that they don't have to be perfect out of the gate. : )
Posted by: Chris Brogan... | February 04, 2008 at 10:18 PM
Thank Benn and Chris for your comments. We're all learning to navigate largely uncharted waters. While you two are quick studies to be sure, some of us are slow on the uptake. (Uh, that would be me in particular.)
My purpose in doing this blog was as a tool for learning. I am definitely a student where social media is concerned, and sometimes wear the dunce cap and sit in the corner.
Posted by: Paul Chaney | February 05, 2008 at 03:20 PM
Paul, thank you for this article. I think that people should act the same on an online social network as they would at a networking breakfast or event. You can't just run around the room and push your flyers and business cards in people's faces without introducing yourself first.
Like you said, we are all learning how to navigate uncharted waters. Fortunately, most of the real estate social media community is forgiving and are willing to share great tips like you have in this blog.
Posted by: Mark | February 13, 2008 at 12:58 AM
Mark,
Your comments are appreciated. While there may be a few bona fide "experts" in social media, most of us are just learning the ropes. There's room for forgiveness to be sure.
Posted by: Paul Chaney | February 13, 2008 at 09:29 AM