If you have any thought of marketing through social media, STOP and PAY ATTENTION! If you just want to communicate with friends and acquaintances on Facebook, Twitter or other social media, pay attention. I was first introduced to blogging (“blog” is one of the absolutely worst words coined in modern times) by Max Hansen, a forward-thinking marketing and communications consultant and practitioner.   This was back in the very earliest days of blogging – probably its first year of existence.  This was way before WordPress; way before Facebook, MySpace, Twitter, YouTube or any of what we now call social media.  It was horrifying.  Self-absorbed writers with way too many words used to describe the minutia of their daily comings and goings that would be of interest to virtually nobody. Unfortunately it appeared that many early adopters simply learned and repeated really bad habits from the earliest adopters. It was dreadful, bordering on obnoxious.  I couldn’t see the point of any of it and I simply stopped paying attention for years.  More than simply ignore all of it, for years I took pains to avoid any news or information associated with the development of social media in any and all respects. Finally, with enough social media inertia developing around me, I decided to take a look again and see if there might be a reason for me to start participating.  That was just a couple of years ago.  I have had a Facebook account for just over two years, Twitter even less, YouTube, only a few months. It just happened that getting a YouTube account coincided with my serious investigation into social media and its possible applications to my business.  I know I was late to the party but I also knew that what a lot of early adopters had done was completely inappropriate and probably ineffective. My study is not done.  Just as medical doctors “practice” because there is always more to learn and other ways to look at things, I will be practicing social marketing as I study it.
 

The Most Important Thing I've Learned

Before highlighting the top three mistakes in social media, here is probably the most important lesson I’ve learned in my exploration.  Keep it positive!  That being the case, I will always do my level best to focus on being constructive and positive as I express my opinion and observations, and hopefully enlighten you. That said, I must point out a few really bad behaviors I frequently see in social media. So, for purposes of this message, let me just say this, “You can do better and the rewards for doing better have the potential of being hugely beneficial.” So, without any further delay, here they are . . .
 

The Top Three Mistakes in Social Media, whether Marketing or Just Socializing

Oh, before I go into the top three mistakes people make, let me be clear about this: In most cases, the worst behaviors are committed by people who are clearly using social media as a marketing platform.  In some cases, I have no idea what their intent might be since their behavior has caused me to avoid digging into their message or intent.  That said . . . Here are the top three mistakes I regularly see in social media.

1. Constantly shout out your “offer” and provide nothing of immediate value

Wow!  What are people thinking?  Social media is like a public park surrounded by a couple of street-side cafes, taverns or pubs, churches, coffee shops, the public library and maybe a grocery and hardware store.  Social media is a place to share gossip, anecdotes, information, jokes and observations about local, national and world events.  It is NOT THE PLACE TO CONSTANTLY SHOVE YOUR PRODUCT OR SERVICE IN FRONT OF EVERY PASSERBY. As a public environment, social media is a place where you should do everything you can to help others feel good about coming back tomorrow, the next day and the day after that.  If you have something interesting and potentially valuable to share, you have an opportunity to start a long-term relationship.  When the time is right, you will then be able to share something of value that may result in profit for both you and your counterpart in the conversation. (NOTE, you must read The Secret to Selling Anything by Harry Browne.  It doesn’t matter if you don’t think you want to be a sales person, you must read this book!) I love going to the county fair.  One of the things I always enjoy, and spend a lot of time on, is the hall of commerce.  I enjoy watching the hawkers of kitchenware, blenders, flag poles, ladders, magic sponges, incredible synthetic chamois, multi-purpose drill bits, cleaners, dicers, slicers, oils, lotions and potions.  I go to enjoy watching the sales presentations and hope at least one of the hawkers/presenters will be skilled enough to seduce me into taking home the magic wax, polish or cleaner that will save me a thousand hours of back-breaking effort in the first month I have it in my home. Ladies and gentlemen, step right up!  Let me be the first to inform you of this incredible, unbelievable, colossally important fact: nobody goes to the public park, library, coffee shop or pub hoping to be sold a new set of knives that will never need sharpening or a blender that will instantly turn pure sugar into fat-free whipped topping.  When people want to enjoy the experience of carnival barkers, they visit the carnival.  They do not want that experience on the way to the public park or library.
 

2. Post a URL with no explanation of what will be found there

I really have no idea what people are thinking or attempting when they do this. Are they marketing something?  Are they sharing their political views?  Are they providing something of immediate value?  Have they been hacked and the link is a virus, Trojan Horse or some other evil?  I have no idea what they are trying to communicate because I won’t waste my time going there.  There is enough content of real value (mixed in with trash) on the Internet, I simply don’t have time to follow an unexplained link and spend time deciding if I should have bothered.  I need to spend my time following clues with some hint of the reward I’ll receive when I get there.
 

3. Post messages of apparent value with links to content that is purely commercial

When you post a message that, on the surface, appears to be about something I could find valuable, followed by a link to an obviously commercial message, you have branded yourself as being lower than a common carnival barker or hawker.  Be advised, the result will not support your goals unless your goals involve alienating everyone who could potentially be an ally or client.
 

Accentuate the Positive

A bit earlier I said how important it is to keep things positive.  Well, here it is: I am positive you can avoid the top three mistakes in social media.  It will help you to recognize those behaviors as mistakes, focus on your most important goals and consider, before taking any action, whether or not it is consistent with your goals.

Your friend and champion,
Laurence Hansen