Over the years I have had my share of ups and downs in my personal and business use of social networking sites, as I feel that most honest people would confess that some after registering my account I just didn’t come back. There’s a multitude of great networks out there and you can find an audience on all of them and go crazy as you try to manage your workload and build a sustainable work flow of using all of these sites.
Over all I feel that most people who are trying to market a good or a service using Social Media & Networks forget these two main things that Social Everything is NOT meant to be. I also understand that I’m going to be wrong in the eyes of many – and ask you reading this, tell me why and how Social Networks, Media, Site or Whatever are these things.
Yes, social sites are a great way to broadcast your message to a wide audience very efficiently that does not mean it will be effective or actually reach the targeted audience you desire. Yelling into an empty room regardless of how eloquently you do such is still going out on to an empty room. I’m not sure if you’ve ever tried to speak to a nearly empty room with the same zeal and passion that you practiced in your head to have the wind sucked out of you when only crickets and empty chairs face you. (It requires great amounts of guts to do such – trust me as a former youth pastor I know all too well.)
I would submit to you that Social sites are where the true test of a brand, business, or organizations listening skills should really be used. In doing such you can really find the targeted leads and contacts that will spread your ideas for you. Allowing your audience to yell for you in the spread of your ideas and having them become so deeply a part of the DNA that is your brand is both scary and organically beautiful. Social sites are where you should Listen as deeply as possible to your target audience’s pain points, what makes them stay up late at night, what causes them to not buy from you, or come back to use your product again?
The lines of what is spam are blurring as we move deeper into an era of permission marketing and opt-in everything. You need to understand the critical flaw of people who have given you permission to market to them, you ready as it’s really deep.
As the consumer (the one who has given permission) holds all the cards, we the marketers will have to understand that what we give them has to be absolutely focused and relevant to what they are expecting or we will loose every time! We (the marketers) have to capture every opportunity to interact with our audience, social sites are not the space to but in and push our marketing message, but to foster a conversation with them. For the brands and businesses that can figure out that intruption is no longer allowed – they will win huge on social sites. The “I made you look” billboards of yesterday – are dead and sun bleached! (Man I cannot stand those stupid things — yes you make me look, and now I’ll never pay attention to you as you forced my attention!)
The saddest part of people who are just putting their business online and start to use sites like Facebook, Twitter, YouTube – etc, is to see them doing the above – it’s good to get yourself out there and in the faces of everyone – but make sure that they will like you after they run aground of your messages! And please don’t, for the love of God and Country please don’t use Social Media to point out your Traditional Marketing. I’m on Facebook – I know that the new phone books are coming out, but I’m not going to look you up just to see your need advert!
I know that there are more Social Site blunders that have been accosted to the public – what’s your favorite!?