Social media is a brave new world of opportunity for marketers who understand that you don’t go into social spaces to market. Its code of behavior isn’t canonized (unless you count the excellent Word of Mouth Marketing Ethics Code of Conduct), but conversation about how to behave abounds. (Take, for example, Aliza Sherman’s recent article 10 Golden Rules of Social Media, which is making the rounds on Twitter right now.)
Breaking the code can be deadly for your reputation. So, marketers, be wary, and stay away from these 7 deadly sins of social media marketing!
Pride (or, Forgetting That It’s Not About You)
Online networking is like real-life networking: nobody likes the boor at the party who can’t stop talking about himself. Your core purpose is to bring value to your customers. How is your online presence helping them succeed? Make your “company profile” a story about your customers:
- Turn your “About Us” story inside out. Instead of a dry list of facts, figures, and executive bios, tell your customers’ stories: how did they solve their problems using your product or service? The printing company Moo has a great e-newsletter that highlights the creative things customers do with their products.
- Take it a step further and let your customers do the storytelling for you. Sheraton hotel’s home page features first-person stories about guests’ vacations, for example.
- Become a resource. For instance, Dell created a Facebook page to help small businesses leverage social media.
Avarice (or, Forgetting that You Don’t Control the Message)
The “old way” of advertising was about “safe” one-way communication like TV ads and brochure-style Web sites. Many companies are slow to step into social media because they fear what customers will say about them online. They want to keep their message all to themselves.
The truth is, the message never belonged to them in the first place. The conversation is happening now; Your only real choice is whether or not you’re going to join in. If you do join, you must let the conversation happen naturally and not try to manipulate it.
- Don’t lock out your Facebook wall (like Walmart did) or disable comments on your blog out of fear that someone will post something negative. It’s more likely that people will perceive you as having something to hide if you appear to be trying to silence them.
- Blog, don’t flog (like Walmart did with its ill-fated Walmarting Across America blog ). If you’re paying someone to endorse you, say so.
- Be honest about who you are. If you’re a business with a product, say so. Don’t pretend to be a fan and post messages promoting your product. (People sniff out those pseudo-advertisements all the time.)
- Appreciate the wisdom of your customers and let them guide you. Dell launched IdeaStorm, where customers play a central role in shaping the future of Dell products by submitting, discussing, and voting on ideas and by sharing their own success stories. IdeaStorm has proved so popular that other companies are following suit.
Envy, Gluttony, and Lust (or, Forgetting That It’s About What You Give, Not What You Get)
These deadly sins happen when you focus too much on satisfying your own needs rather than others’.
- Consider what you can afford to give away to help people and give them a taste of what your business offers. Free e-books, podcasts, tutorials, and coupons establish your reputation as an expert, give people a chance to experience your product or service, and spark conversation.
- Don’t just consider it an obligation to contribute to online communities; make it your passion. Of course you are in business and need to make money, but focusing on that need can distract you from fulfilling it.
- If you have ulterior motives in your dealings with people, they will not want to interact with you. When you channel your energy toward giving and helping, you can build authentic and lasting relationships–the foundation for future success.
- If you can’t interact without pushing your product, quit now. You’re missing the point.
Wrath (or, Forgetting to Watch Your Tone)
We’ve all experienced this, right? Someone takes offense at an email you wrote because they thought you were being rude or sounded angry. Maybe you made a joke that fell flat without the benefit of inflection. Maybe you really were annoyed and let that irritation seep into your message. Particularly if you are responding to customers online, be vigilant in monitoring what you say and how you say it. Are you maintaining a respectful tone? Are you projecting the persona you want others to associate with you?
Counter wrath (or perceived wrath) by reviewing your writing before you send and by keeping your persona in mind. Need help with that? List the qualities you want to project on an index card and keep it by your computer while you work. Check your messages against the card before you send.
What if you really are angry? Maybe the customer is being a jerk, but you have to decide how you’re going to respond. Are you going to fuel the fire or put it out? Are you willing to miss out on the opportunity to turn an upset customer into your biggest fan by solving his problem (in front of a massive audience, no less)?
Sloth (or, Get Off Your A$$ and Update Your Blog Already)
Just like in the real world, if you don’t participate, people can’t get to know you, like you, and trust you. Jump in and become a valuable member of the community.
- Answer questions on forums.
- Write articles for your blog on a regular basis and share them on your social networking profiles.
- Don’t start a social media presence that you can’t sustain.
- Make time each week to update your blog. Better yet, create an editorial calendar to keep yourself on track. A stale blog is unprofessional and leaves the impression that you’re not on top of things.
Social Media Salvation
Would-be marketers need to remember always that social media is about creating spaces where people are empowered to communicate, collaborate, and contribute. Does your behavior foster or hinder this purpose?
