Anti-social media

In the brave new frontier of marketing online, there are difficult lines to walk. Business are currently blogging, facebooking, tweeting, podcasting, vlogcasting, and using just about any other social medium they can get their hands on, which is great. One of the basic rules of advertising is that you have to be where your customer is, and let's face it, nearly everyone is online now. Add to that the enticement of how many web-based social mediums are "free", and for many companies, the idea looks like a goldmine... but there can be issues if one isn't smart about it.

For me, the issue comes when you focus on simply making impressions, with little thought given to the medium you're using or the customer expectation. Facebook, Myspace, Twitter, and other sites were born of a complete social intention. People join to socialize, whether finding old friends, discovering new bands, or let everyone else know the small inane details of your life through 140 character mini-blogs. It is meant to socialize from anywhere to anyone.

Sure, various forms of company promotions have always lurked in the corners of these sites, be it through paid banner ads or company profiles, but the average user isn't into that. Banner ads are distracting bits of fluff that no matter how targeted, can still get on the users nerves more than they can educate them about a product or business, but despite its shortcomings, it can still be a useful tool in advertising that users have come to accept.

But the hot button issue as of late has been using social media to advertise directly. Companies, colleges and universities, musicians, artists, actors, talk shows, and others have begun to use these very popular sites to promote their activities through traditional profile use, and this is where things can get sticky. The problem being, there is little attention paid to the intent of the networking site, and a larger emphasis on just getting stuff out there.If not handled thoughtfully, your company's online social blitz can end up hurting your business more than helping it. Those using social sites may end up categorizing your advertisements with bad offers for prescriptions by mail and porn websites, and typically, this might not be the company you want to keep in the hearts and minds of potential customers.

So what do you do?

It is my belief that you CAN effectively use these social networking sites if your company is capable of obeying a few rules of the road.

Rule 1: Be honest. Don't claim that you're just a random guy who really likes some major conglomerate when in truth you are a major conglomerate and that's the only reason you are there, and all you intend on talking about. The online user has become instinctually suspicious and will find out the truth. It is better if a person walks away having no impression of you than if they walk away feeling lied to and betrayed... and yes, many will take it personally. Instead, just speak truthfully, and don't try to hide your angle.

Rule 2: Find your voice. This is trickier than it might sound. Even if you have a well-defined brand personality, the voice you choose to use can shift depending on the site you're using. Sites with blogging capabilities, like myspace, may allow you to be more expository in your entries, where Twitter caps your entries at 140 characters. Facebook, for instance is a little trickier. Certain capabilities, like notes, allow you to write all you want, but that doesn't mean you should. Those who would even look for your updates will only see the first few lines, and if they're bored by what those lines have to offer, they'll never know anything more. And remember, even if they know you’re a company, they're still there largely to socialize, and if you're not playing along, you're out. Remember that you're upright business letter voice may simply be really boring, and that doesn't help anyone.

Rule 3: Respect the site. It is highly recommended that you don't try to build or voice a company profile until you've tried to maintain a personal profile. If nothing else, it's a quick way to learn all the ways you can fail in connecting. Tweetblasting a story because their just weren't enough characters to cover the subject in one can be considered a major taboo, and once it happens to your page, you'll understand why. Another Tweet taboo is simply doing it too much. No matter how interesting you are, no one wants to read 10 new updates in 7 minutes from you. You can also learn how many apps are too many apps, or what sort of junk mail wall posts are acceptable and which are simply really annoying. Remember, the intent is to connect, not blitz.

Rule 4: The Golden Rule. Do unto others as you would have them do unto you. Expect to give if you want to get. Mutual Twitter followings and Facebook friendings are to be anticipated. These things can be difficult to maintain, since especially online you may not want to be judged by the company you keep, but not reciprocating actions only makes you look like you're anti-social, and no one wants that.

Rule 5: Remember life exists beyond the online. If you try to hole up with social networks, people will eventually fail to see the benefit of staying connected. Try to connect to real, tangible pieces of life where you can. Musicians post pictures of shows. Companies host giveaways, authors offer written snippets of unreleased work. Unless you are "Tom" of Myspace, the owners of Facebook, or the inventor of some other social network innovation, your business is NOT social networking, so connect the dots for those who don't know you.

Rule 6: Be prepared to adapt and change. It is the online world, and it is moving fast. Most of us simply do our best to ride the tides of online connection trends, and that's fine. Just realize what you have now may not be the right fit in six months, and you cannot get complacent.

Rule 7: Mistakes happen. So your tweet has a misspelling. If it doesn’t ruin the meaning of the tweet, get over it. Others may disagree with you or post thoughts that are better than yours. That’s OK too. But the more rigid you get, the more likely you are to seem disingenuous, and that’s about as bad as you can get. In fact, it may be healthy to offer some dissent within reason.

So there it is.

Remember, in the end, you have to keep social media sociable if you want it to connect and succeed.