Social media sucks. Twitter sucks too.
That sounds like blasphemy coming from the ‘Social Media Commando,’ right? Let me explain:
Tools like Twitter and Facebook are great for catching up with friends, sharing interesting links, and growing a community for a productive purpose. The relationships I have established using these social networking tools have introduced me to some very wonderful people.
…And then there are the self-involved noise makers who pollute the social Web with what is best described using the French term ‘amour soi meme’ (roughly translated, love of oneself).
Protect Your Brand From Social Posing
How often do you look back on what you distribute on the social Web? Do you look inward to examine how others react to your tweets, posts, and messages?
As businesses and individuals grow their fan base of followers, it is tempting to think everyone loves you and it is impossible to do wrong. That’s a huge tactical error. When social media becomes purely self-promotional it fails, because people will tune out or call you on the declining quality. By the way, you’re lucky if people tell you when your messages are losing their luster — it’s far more damaging, and common, when people grow apathetic and click ‘unfollow.’
However, you don’t have to break into a cold sweat, just ask yourself a few simple questions:
- What’s my purpose for sharing on the social Web?
- Do I spam people with thousands of daily tweets?
- How does the community I participate in react to my brand?
- How is it possible to be generous and productive at the same time?
Your social media strategy probably doesn’t suck, but remain diligent about making sure it stays on the right track. The fact is that once you hit that ‘update’ button, your tweets, blog posts, and status updates are on the Web for good. By the way, if you feel the Commando isn’t practicing what he preaches, feel free to call BS at any time!
{ 6 comments… read them below or add one }
Thanks for bring this up. Luckily its easy to spot and unfollow 'poachers' – those I see retweeting without a RT or even a source credit, and sending others' articles through their own traffic monitor. The worst are the ones who might be sending along good content (links I already get from the original source on Twitter!), but never seem to have anything to say for themselves – no articles or thoughts of their own. Unfollow: check.
One thing for certain – there is no shortage of Social Media “tools” out there…
Good stuff Joe – I agree, a little introspection every now and again is a good thing. Many of your points can be applied to standard business communications as well. Am I rambling, what is my point, why did I write that…
The nice thing about Twitter, is that it does 'self-police' a bit as well. If your community, does not like what you are saying (not usually one tweet) then they will opt-out of your stream. That does send a bit of a message. This does become a little harder to monitor after a certain number of followers though.
A follow-up question: Many folks 'thank' for RTs, some thank publicly, some privately. Those who have a brand, tend not to thank, those trying to build their brand do…just an observation. Any thoughts?
(BTW – Joe/SMC always thanks
One of these days, when I can provide you with a Vermont beverage, I would like to hear more of your thoughts on “personal brands”.
Good thought-provoking post…no surprise there.
Poachers and folks who rely on complete automation are only hurting their own brands in the long run. As far as using material created by someone else without giving the proper attribution, that's downright illegal. Good comment Lara!
Ah, to thank or not to thank, that is the question!
Generally I don't thank people for RT's. Not for any particular branding purpose, I just don't think the process endears me to anyone, and it can come across as overly generic.
One example is the people who thank multiple people in one tweet. That just smacks of impersonality. Sometimes I thank a particularly thoughtful RT, but again not every single person gets a note.
Speaking of practical, we'd never get any work done if all we did was thank RT'ers out there
Excellent question Mitch, thanks for dropping by!
Pop me an email or DM with some evenings that work for you and I'll be happy to grab a beer/talk about branding with you John.
Whether you realize it or not, you've already taken some incredibly important steps to building yours via the #vtsconetweetup you hosted. I am very impressed by how many people showed up, but not surprised. You possess the most important branding tool that can't be 'copied':
Genuine interest and care about your community.
Cheers!