If you are one great Social Media Marketer who thinks that there are a zillion social media sites out there and it makes no difference when you are pushing hard on a few, you are just being lame.
Only a couple social media sites have the kind of traction where there is enough critical mass of users for your posts to go viral. You know that well and so do the people who flock in them. Yes, we are talking about Facebook, Twitter, Linkedin, Pinterest and the likes.
First of all, the ‘push’ is a problem. Secondly, how hard you are pushing (translating to frequency) is a bigger problem. And lastly, the mother of all problems is when you are pushing something ‘salesy‘ or ‘duplicatish!’ Let us take a look at the top ways which annoy people in Social Media. Are you still following these tactics in your Social Media Marketing strategy?
Doing ‘Too’ much:
Overdoing anything is bad. If you are sending out dozens, if not hundreds of Linkedin Connect requests, or Facebook Friend requests, you sure are going to get your user ID blocked because of the dreaded IDKs (I don’t Knows) from everyone. If you are sending out varied tweets every alternate minute without any core messaging in place, you will lose ‘em all. And if you are doing Linkedin updates too frequently, you are most likely to clog the News-and-update dashboard of your connections, so much so that they would like to unfollow you.
In Social media, it is difficult to say what is Spam because the people have opted in to be your connection so they have in turn opted in for your posts and your comments. Some types of social media spamming can be including unsolicited sales pitches in posts, re-posting the same updates over and over again and sending private messages after being asked to stop.
Lacking the Personal Touch:
If your readers/followers get the slightest whiff that it is ‘not‘ you, they would simply unfollow. Sending a twitter DM when someone starts following you is not bad, but it is easy to see through this. It would then be ironical if in your profile summary you say that your mojo lies in connecting with people while you keep sending DMs in a flat monotone. So unless you really mean to, refrain from sending automated tweets as direct messages. And if you really have to, build a really, I mean really large set of personalized messages which can be sent as DMs. Those would at least have that personal touch.
Creating Fake Accounts or Lying:
You would already know about the backlash which happened with a leading baking company in the US. The story, published in Forbes, is a classic case study on what not to do in social media.
At times, there are situations of unrest where customers are pouring their angst on your brand page inciting you to respond. You see false allegations against your brand and you decide to jump in with fake accounts responding to them. But your posts would be so much defensive and patronizing that they would stand out, stripping the clothes of your impulsive strategy. That would bring much more fresh allegations and much more embarrassment than you would have contemplated.
At such times, replying to selective posts, clarifying your intent and the messaging via a blog post, a video would make more sense dousing the fire rather than fake accounts taking each customer one-on-one.
There are many more subtle ways in which you can increase your fan following while still sending out promotional one time messages over social media. But if these three golden rules are taken care of, you will have a solid foundation on which you can drive your social media ‘marketing’ (Read Engagement) strategy.
If you would like to share what did not work for you in the past and how you overcame it, that will be great to know. Please share your thoughts below.