I guess it had to happen.
People heard that there were a lot of consumers using social media, and perceived that those consumers had gotten together for the sole purpose of moving forward the business agendas of anyone with a computer or smartphone. Sadly for those of us who were exploring this new frontier, a whole new raft of socially unacceptable behavior was about to be born.
Using social media for business purposes is a balancing act, trying to increase your acceptance and build trust with an online community while advancing your legitimate business purpose. Like anything worth doing, its worth doing well, but if it isn’t done well, it can boomerang and actually decrease your standing with your community or their desire to listen to any of your communications. Here are a couple of things that tend ot drive people crazy online
- Automated responses – When people tweet or connect with others online they aren’t looking to connect with an automation – they are looking for a real personal connection. A response that is obviously an auto-responder causes an almost immediate disconnect – leading may people to block, unfollow or unfriend the person who thought they were acknowledging the new connection. When people take the 2nd day of the e-Pro course, at one point the tweet out to the e-Pro team. We will respond personally, because that’s what there effort was a personal effort. Its no a lot of effort for the positive responses it brings us.
- Thoughtless Broadcasting- I get a lot of unsolicited requests on LinkedIn, a network that I keep the closest watch on and am most protective of. For example, I rencently got a request from someone in my marketplace that said “Find out why I use LinkedIn. Stay in touch and build your professional network. – (Name Redacted) .” Seriously? I don’t even know you. Why would I care what motivates you? Even in this smaller social space, we constantly get messages from people promising us things we don’t want or need, indicating they have no idea who we are or what we are interested in. These folks don’t take the time to cull their list and be sure that the message they were sending is at least potentially appropriate for the recipient. Direct mail marketers are more considerate than that – but then again they have to pay for stamps.
- Careless Commenting – I’ve always felt that we have two reasons and one mouth for a reason – listening is at least twice as important as speaking, and thoughtful speaking is far more important than speaking at all. People often feel the need to speak first and think later – but when they do that online, they create a permanent record of their thoughtlessness. Just as people need to wait before they send an emotion filled email, they should wait before posting an emotion filled response on Facebook or on a blog post. And if you are the target of such a response, remember that there are those online who live for the controversy. They make themselves appear larger by being the center of controversy because they have little or nothing of value to add to the conversation.
Interested in building a network online? Its very simple and can be explained in just a few words. Be Transparent, Be Genuine, Be Consistent. When people know who you are, know what you care about, and know that they can rely on you, they want you as part of their network. Upon reflection, it seems so simple, and yet, for many its so hard. I hope that it isn’t hard for you.