Zle laži koje tkaju gurui društvenih medija

Depositphotos 33207643 s

Ovo je besmislica. Laži, laži, laži. Tako sam umoran slušati sva sranja koja 'gurui' društvenih mreža govore klijentima. Sinoć sam napravio a Twitter objašnjeno trening s Lindom Fitzgerald i njezinom grupom, Affiliated Women International. Grupu čine iskusne, osnažene poslovne žene. Njihovim riječima:

Naša je vizija „osnažiti žene širom svijeta“. Misija je obogatiti, ohrabriti i opremiti žene na način koji dovodi do osnaživanja.

U prvoj polovici sastanka morao sam otkloniti neke laži koje su izrečene grupi. Ovo nije prvi put. Od mene se traži da se vratim svima korak unatrag i stvarno ih smirim. Društveni mediji mogu zastrašivati, ali to ne moraju biti.

Web stranice s društvenim mrežama ne dolaze s priručnicima s uputama.

Razlog je taj što svaka osoba različito mjeri blagodati, svrhu, voli i ne voli. Društveni mediji osnažuju korisnika ... možete čitati ili ne čitati, pratiti ili prestati pratiti, pretplatiti se ili odjaviti, pridružiti se ili napustiti ... na vama je. Ne ovisi o nekom tipu koji sebe pretvara u industriju stručnjak ali u životu nije provodio dugoročnu strategiju brendiranja i marketinga.

  • Nemojte mi reći da ne bih smio koristiti automatske izravne poruke na Twitteru. Dodao sam preko 500 pretplatnika u RSS feed svog bloga. Na Twitteru imam preko 30,000 XNUMX sljedbenika. Ljudi ne odustaju od praćenja zbog automatskog DM-a. Nije me briga ako ti se ne sviđa. Ne moraš me slijediti. Ili ih jednostavno isključite!
  • Nemojte mi reći da ne mogu prodavati na svom blogu. Mogu i prodajem na svom blogu. Naravno da modificiram svoje formulacije i postižem najbolje rezultate kada najprije prodajem i dokažem svoj autoritet i stručnost. Znam što radim. U mojoj tvrtki moj blog ima najviše konverzija od svih zaposlenika.
  • Nemojte mi reći da moram objavljivati ​​videozapise na Youtubeu. Radim video zapise kako bih pružio osobni uvid u svoju osobnost i kako bi me ljudi vizualno upoznali, ne samo u tekstu. Mislim da je važno, ali nije ključ mog uspjeha. Radije bih da ga izbjegne klijent kojem je video neugodno nego da ga loše obavlja.
  • Nemojte mi reći da se ne oglašavam ... posvuda. Imam uspješan blog s tisućama posjetitelja dnevno, tisućama pretplatnika, tisućama sljedbenika i dobivam govorne angažmane (jedan na međunarodnoj konferenciji koji dolazi u Las Vegasu ... uskoro o tome više), konzultantske svirke, mogućnosti programiranja i Član sam 2 startupa. Čini se da me mali dvoredci na mojim postovima ne sputavaju. Neću se ispričavati što zarađujem nekoliko stotina dolara mjesečno za stotinu i više sati koliko prosječno uložim u tjedan.
  • Nemoj mi reći da moram sudjelovati u razgovoru Na Facebook-u. Nije me briga hoćete li poslovati na Facebooku. Probao sam. Nisam. Dakle, ako automatiziram feedove sa svog bloga i Twittera i prijavim se jednom mjesečno, to je dovoljno dobro za mene. Facebook je AOL verzija 20 ... ili MySpace 3.0 ... siguran je da ima brojke i rast ... ali doći će nešto bolje. Zbog toga volim web. Neću prokockati sav svoj promet, mrežu i veze na društvenoj mreži ... Zadržat ću to na svom blogu koji posjedujem / vodim / usmjeravam / sigurnosno kopiram / nadgledam hvala vam puno.
  • Nemojte mi reći da u svojoj marketinškoj kampanji e-poštom ne mogu poslati e-poštu s jednom velikom slikom i bez teksta. Učinio sam to i postigao sam najvišu stopu odgovora u bilo kojoj od naših kampanja. Preboli to.
  • Nemoj mi reći da ne šalim. Izbjegavam psovke na mreži što je više moguće jer smatram da to ne poštuje moju publiku. Ali to želite psovati, proklinjati! Ne moram ga čitati (iako sam pročitao dosta uspješnih web lokacija koje to čine). Jednostavno odlučim ne.

Ako želite pokrenuti svoj Brzo zaradite sheme na Twitteru. Samo naprijed! Ako od toga profitirate, dobro za vas. (Neću vas pratiti ili obraćati pažnju.) Ako želite pronaći sljedeću vezu na Facebooku, krenite. Ako želite koristiti Twitter kao tražilica, samo naprijed! Koristim ga poput oznake vijesti ... Volim nasumce kliknuti vezu, pridružiti se razgovoru, pomoći nekome ili jednostavno pokušati njime privući promet na svoj blog. Pusti me na miru! Mogu ga koristiti kako god želim!

Kad prisustvujete prezentaciji, pročitajte blog, promatrajte webinar i neke druge guru počinje razgovarati o twequette, i što biste trebali ili ne trebali učiniti ... vaš omjer sljedbenika prema ljudima koje pratite itd., trčite do vrata ... ne hodajte. Ovi gurui nemate pojma čime se bavite, što je vaša industrija, kakva je konkurencija, stil prodaje, kako postavljate svoj proizvod ili kakva je vaša osobnost. Kako mogu možda reći vam kako se koristiti društvenim mrežama ?!

Dijelim sa svojom publikom strategije koje sam probao, kako izmjeriti rezultate i što je uspjelo / što nije. Objašnjavam funkcionalnost i značajke alata kojima raspolažu. Potičem svoje klijente i publiku da eksperimentiraju. Potičem na mjerenje. Potičem ih da se potrude dovoljno da budete sigurni je li to dobar medij za vas ili ne. Ono što radi za mene, možda neće raditi za vas ... i obrnuto.

Društveni mediji nemaju knjigu pravila.

Napraviti vaš pravila dok idete ... samo budite sigurni da mjerite kako idete. Možete provesti puno vremena jurnjajući za sjajnim predmetima bez povrata ulaganja.

38 Komentari

  1. 1

    I like the bigger message that your post touches on here, which is that there are no rules. Or, if there are “rules” that sometimes breaking them can be more successful than following them.

    I applaud the message to forge new paths, not be sheep marketers.

  2. 2

    Q: What’s the difference between a rule and a good idea?

    A: A rule is just something people made up. A good idea is a benefit to many people, perhaps even everyone.

    Doug is absolutely right: there are no rules to social media. The world of rules is offline, but there are no laywers, cops or judges who patrol cyberspace.

    However, there are good ideas and tremendously bad ideas. An example of a tremendously bad idea is libel. Did you hear about the awful thing Doug Karr did last weekend? Good, because I just made it up. Spouting lies or defaming character online might have negative repercussions offline. In addition to moderating away this comment, Doug might send Vinny around to break my kneecaps or serve me with a lawsuit.

    Are Doug’s suggestions above all tremendously bad ideas? I don’t think so, but I am not convinced they are all great suggestions, either. Of course, you can send a email which consists solely of an image and impress most of your customers. Doing so will also alienate those who are visually impaired. For this reason, I personally try to follow Veen’s Law and avoid ever putting a word in a graphic. (But even I don’t think Flickr should be illegal. That’s over the top.)

    Likewise, Auto-DMs will only alienate a small percentage of new followers if you već imam 1,000s of followers. I wouldn’t advise it if you are new to twitter as I predict it will stunt your growth.

    There are no rules to social media. But there are good ideas, and I’m looking for some. Know any?

    @robbyslaughter

  3. 3

    This is genius and very true. I hope that people listening/reading will pay attention. There are no rules when it comes to social media and social networking. What works in my field of education might not work for someone else in the technology world. Great stuff.

  4. 4

    I agree with your post by and large. The rules are constantly being re-written. In effect, there are no rules.

    There isn’t a one single way to market on the Internet.

    There are *best practices* to do certain things on the Internet. There are right ways and wrong ways to distribute an ad-supported video series (if you want to be successful, that is), for instance. There’s a right way to monetize a blog if it’s primarily a journalistic platform (those double-line ads can create appearance of impropriety).

    There *is* social media expertise, because some of us have been doing this for more than a decade, and have worked out best practices for common tasks and goals.

    On the other hand, I too very often spend a lot of my time following up bad advice with good because some “expert” laid down the law after having read three months of Mashable and Techcrunch and decided they needed to become a pro at the business.

  5. 6

    “The world of rules is off line, but there are no {lawyers}, cops or judges who patrol cyberspace.” Well, there are indeed lawyers, cops AND judges (the latter being more judgmentalists than those of the court!), and libel and DMCA are just a few (but most prominent) usuries in cyberspace.

    I disagree with the term “best practices” used as a milder or somehow different form of the term “rules”, as that is just a fancy new way of saying “rules”. Best practices are more applied to page coding perhaps, but not content (other than style & grammar & spelling, and in that case Best Practices FTW, but style grammar, and spelling do NOT make content – they just make content contextual and understandable, which should remain important).

    As you see – I have set rules here – but not rules of how to engage in social media design or approach, so I won’t.

  6. 7

    Well written, bold, honest blog post.

    Whether or not people agree with the sentiment of the post is up to them but…

    This is an important blog post for the wider community. Be sure to obey the important rules:

    Vrijednost ponude
    Connect & interact
    Budi svoj

    above all: know your customer or target.

    Great post. Keep it up.

    The DM debate is a good one and the post could have used more reasoning in your point because you are bang-on but ppl need to why the DM nazis are nutz

  7. 8

    Dag,

    Exactly. Some people like to position themselves as “thought leaders” by publishing lists of do’s and don’ts. The truth is we’re in the Wild West stage of social media and anything goes.

  8. 10

    On auto-DM’s:

    Sorry, the auto-DM feature is spam, plain and simple. Why would you want to automate communications in the first place? It shows a lack of respect for people who follow you, imo. You’re right – there are no rules, however I thought as marketers collectively we were past trying to spam others?

    On cussing:

    Careful encouraging people to cuss – remember, not everyone is in the position you are in. Lower level people can lose their job or potentially have their future disrupted when employers see they have been cussing in public previously. Using tact goes a long way there.

    • 11

      Adam,

      RE: Spam – The only way you can get an Auto-DM is if you follow someone… that’s an opt-in. Whether you appreciate the message or not doesn’t mean that you didn’t give the person permission to message you.

      I actually appreciate Auto DMs and don’t see them as SPAM. I’d like to know more about the person I’m following and getting an instant response like that is great. It’s not difficult to delete them.

      Re: Cussing – I wasn’t encouraging people to cuss. In fact, I’d encourage people not to. I’m only stating that it does work for some people and doesn’t seem to hurt their following. It’s just a ‘rule’ that doesn’t work for everyone (but it works for me).

      Doug

  9. 12

    Fool me once, shame on you. Fool me twice, shame on me. Not participating in the conversation means you’ve abandoned the conversation. If I come upon your blog, the one that you own/run/direct/backup/ and monitor, then I expect our conversation to progress then and there.

    If you set the agenda and then pull out, I’m not coming back. What I will do, if I respect your work, is to take your content elsewhere and discuss it with other people engaged in the idea of convivial analysis. What you’ve provided may be a fertile idea but what you’ve left us with, if you don’t participate further down the line, is just a fallow tract.

    • 13

      Zdravo Christopher,

      I’m ALWAYS participating in the conversation. Whether someone replies to me on Plaxo, LinkedIn, or Facebook – I always return the message. My point is that I don’t get ‘bang for the buck’ in spending a lot of time in those areas, so I bring the message TO my followers there. If they respond, I respond. I just don’t value them as MY primary means of networking.

      Hvala na dodavanju u razgovor!

      With much respect.
      Doug

  10. 14

    Sheesh, Doug. I think someone had your panties in the dryer for too long. Seriously, I think I agree with you (only read it once). Beware of all “experts.” Find helpers.

  11. 15

    Fantastic post Doug! People ask me every day, ‘What services should I use to grow my business? How should I be using them?’ I don’t KNOW!!! You have to look at so many things about your business first. There is absolutely NO one-stop-solution for social media strategy.

    The best thing you can do is to make a plan using some good guesses based on your existing information and experience, execute the plan, measure the results, and throw out what’s not working (while increasing what is working, of course).

  12. 16

    Good grief thanks for writing this. I agree 100%. If you want to shun or make fun of or blackball or whatever because I don’t “get in line”- have at it. I don’t have to follow any rules and am perfectly OK with the business I get doing it my way. I get annoyed though, particularly at certain web cliques/types who (to me anyway) behave like lemmings and whose every move hinges on what some talking head says.

    Bottom line, make educated choices, but… think for yourself.
    -Jim

  13. 17

    re: twitter auto follow – I don’t use it and am at roughly 2500 followers. As time goes on the speed at which I am gaining followers seems to increase and it is becoming increasingly difficult to address each and every follow with anything that resembles a personal “thank you”… any length of time away and the followers pile up, so I can see a use for auto following. Not to be impersonal but it can be a time consuming exercise. We’ll have our goes at one another on Twitter eventually. If I were to use auto follow, it would probably be just to say thanks and not “sell” anything… just a simple thank you. Personally the “check out my blog” auto DMs annoy me. A simple thanks would not.
    -Jim

  14. 18

    Doug – Shhhh. You’re letting the cat out of the bag. If people find out, they will realize there’s not much need for a social media guru with less knowledge of their area of expertise than a high school senior. They might also figure out that most of these experts are about as useful as the haberdashers in “The Emperor’s New Clothes.”

    Oh, and to the guy saying the “rules change” this isn’t SEO where there are actually some vaporous rules that exist. In social media, there are no rules.

    • 19

      Bok Mike!

      Building a game plan and taking a strategic approach with a ‘good’ consultant can help a company to fully leverage each medium, accurately measure the outcome, and save them a lot of time doing it. I’m not advocating going it alone, I’m just against those experts that sell some magic formula… we all know there isn’t one!

      Hvala!
      Doug

  15. 20

    Any new social media in its infancy provides an escape from the formal bounds and controls. It can have wide appeal and allows freedoms to innovate by many users, needs, personalities.

    Inevitably, some of users will seek to ‘own’ the new media, to express mastery and expertise as a means to self-aggrandizement or profit. This seems to be the natural course in any human endeavor.

    Personally, I like the early anarchic phase when anything seems possible: It is like a blank canvas. Inevitably, however, humans revert to solace in structure and controls.

  16. 21

    I found freedom when i read what you’ve written. I was quite timid at first to explore and try new things in Twitter. I was observing. learning from others and just loving Twitter’s gift of being able to share and learn from others.
    Then one time i read i couldn’t post something personal going on in my life .Honestly i have found tweeting as one of the most effective tools we nurses implement on our interventions and that is being able to air out and express whatever you are undergoing inside of you. It simply helps to relieve and alleviate life’s pains and pressures.
    It’s nice to know that i can be what i am. I can express my views and my style just as it is. Thank you for that freedom, love it! Yeah!

    Grateful,
    LADYwSENSE

  17. 22

    Refreshing to read information from a person who is doing the work. How do I know? Because I have the experience from doing the and know he is right.

    Key Point: Use social media however you want. If you want to build a business using the resources of social media. Go for it and use what works. For example, Facebook has worked for me. I continue to use it and it is part of our social media marketing strategy that we implement for clients.

    Thank you for this well articulated position.

  18. 23

    Of course, the danger in this rant Doug is that you skirt dangerously close to giving dos and don’t s yourself, just different dos and don’t s that those other guys.

    I think the real message, and in my mind you make this point, is that no matter what the tool is, the use should always be dictated by your market and your objectives. There’s no question that how some people tell you that you should be using social media is spot on from an effectiveness standpoint for some . . . and, the ways you are suggesting are spot on obviously for you, and for others too, but certainly not for all.

    The real danger is when people start professing right and wrong ways to do anything – the only right way, as you point out, is the one that works for your unique situation.

    social media is a tool, it’s not a religion!

    • 24

      Bok John,

      You make a great point – and I think you clarify mine even further. I don’t want to intimidate, I want to empower. Empowering people requires the social media consultant to be somewhat impartial, but knowledgeable.

      For instance, I’m a huge fan of Nabasati na, but I recognize that it conforms more to my browsing habits and personality than does Digg. That doesn’t mean that my clients should abandon using Digg and jump on StumbleUpon, tho!

      Instead, I explain how each can be utilized, the unique features, how they’ve performed in the past, and encourage the person to test out each. We can then measure the impact of their efforts and see which one benefits them (or even whether both might!).

      Doug

  19. 25

    I agree with everything you’ve written Doug, I’ve seen the same situation here in Australia.

    I think the rules that does apply are the rules of common courtesy and basic manners. It might be on the web but that doesn’t mean shouldn’t be polite and respectful

    oznaka

  20. 26
  21. 27

    There are really no rules to any; channel, social, direct/catalog, email, web…you name it. aside from any rules that FTC has enforced. The results would vary heavily based on your audience, so you figure out what rules you need to follow for your business.

  22. 28

    There are really no rules to any; channel, social, direct/catalog, email, web…you name it. aside from any rules that FTC has enforced. The results would vary heavily based on your audience, so you figure out what rules you need to follow for your business.

  23. 29

    There are really no rules to any; channel, social, direct/catalog, email, web…you name it. aside from any rules that FTC has enforced. The results would vary heavily based on your audience, so you figure out what rules you need to follow for your business.

Što vi mislite?

Ova web stranica koristi Akismet za smanjenje neželjene pošte. Saznajte kako se podaci vašeg komentara obrađuju.