There seems to be a big misconception out there that a lot of new Twitter users and other general marketing orientated social media users have. A lot of new users seem to think that their tweets and posts are simply a free version of banner advertising that magically sends new viewers to their website. No personal connection, no meaningful message, just a statement like, “Hey check out my cool new website” with a link to their homepage. ALL of these posts include their link in full form and appear to have no relevant, shareable information or purpose besides shameless attempts at self promotion.
Far too often this approach to social media doesn’t provide the desired results. Given a little time a lot of these users give up and become either a non-believer in the relevance of social media or worse, become a hater. While it commendable that these users have recognized the need to incorporate social media into their marketing plans they have failed to get started on the right foot.
Here are a couple of things that you want to make sure you don’t do:
Throwing rocks on your neighbor’s lawn: Sometimes the temptation to share a link to your site on some tasty looking Facebook page filled with your target market is unbearable. But, unless you have taken the time to form a relationship with the owner of that page fight the urge and “just say no” until you have. If another user’s followers or fans are so attractive to you start by getting to know that user not by trying to hijack their friends lists or wall. By all means follow and become fans of those you see as relevant to you. But, don’t stop there, start getting involved in what they are doing, be a part of the conversation and build a relationship that benefits everyone. Comment, share, use the like button. Be seen as an active and engaged user. You get more out of being involved with a popular post than attempting to spam your way to the top.
Love yourself and only yourself: We get it. You have a website. It is fine to share links back to your site in your posts. Just make sure that you don’t get carried away. There is a lot of information out there to share. And one of the best ways to form relationships is by sharing what others are doing. Refer to Allyn’s post on the 80-20 rule for a nice dose of reality on this.
Share links without tracking them: I know you are proud of your domain name but get used to using a URL shortener with some means of tracking impact. The users in these environments are used to shortened URL links at this point. Save yourself some characters and give yourself some data to work with. Doing all the work of sending out the information really does you no good unless you have a way to track your results and tweak your approach.
I am pretty sure that these users that continually do the things on the not to do list don’t do what they do to purposely appear to us as social media douche bags. They simply brought their old media frame of mind with them into the social media sphere because somewhere along the way they heard the social media call to action and wanted in. There is a lot of pressure out there for brands and companies to get involved in social media. Sadly many are getting started without the proper frame of mind that will ultimately bring them success. It really comes down to relationships and interaction. If you are not forming new relationships or interacting with others then you are not doing it right.
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2 Responses to Get started on the right foot
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Hey Brian, HUGE post man! I really like and respect your style, especially when I look at your accomplishments.
Of course, when you mention “throwing rocks on your neighbor’s lawn” I have to stand up and take notice, but the analogy is dead on.
I think that many business owners step into the spaces of Facebook and Twitter with good intentions, but they take on the “that guy” mentality and quickly burn out and say “that was a waste of time.”
In reality, if you want a huge following, you have to earn it by being a good/helpful person instead of trying to piggy back off someone else. I think this is where small and medium sized businesses can destroy their larger competition… because they are more agile and able to adapt and be a part of the group rather than the big companies who bound in like dinosaurs and trample everyone, destroying the forest and trees in the process.
AL
Thanks, Allyn. I hope that others see the value in the message of what we are trying to do at Echelon Media. And you are DEAD ON. The little guys can play with the BIG Boys if they play their cards right and get involved. Sometimes monkey see, monkey do just doesn’t cut it. Separate yourself and good things can happen. Rock on.