In preparation for an upcoming conference*, I’ve been considering the paradox that social media creates.
The very technology, platforms, communities and widgets being used to bring us all together online can also keep us from truly engaging and connecting with each other.
You start noticing it in small ways. Consider LinkedIn’s invitation to connect. Far too often after I met a person at an event I’ll get the auto-invite and I’m usually glad they reach out and I accept the invitation.
But instead of quickly referencing the context we established a few hours earlier, the person runs with the form letter. Whether or not someone is collecting contacts, the form letter gives off this impression.
This is one of the reasons I tell people to eschew automation like this if they really want to establish a social media presence. The same goes for the automatic direct messages sent to me after following someone on Twitter. It’s meant to say “thank you” or "hi" but all it really says to me is “this is a transaction.”
As you get into larger scale efforts like media relations, databases like Cision can help you quickly pinpoint the people you should be talking to, their contact info and sometimes even their turn-ons and turn offs. Instead it appears far too many PR people simply do a keyword search and send a news release to the search results. It’s the only explanation for some of the pitches I get.
Cheap, Good and Fast: Pick Two
Building a reputation in social media takes time. Using robo-tricks to do this may initially get fast numbers for someone, but it won’t get them influence or a real connection with other members of the site, community or platform they’re gaming.
Impressive social media results do not usually come at impressive rates of speed. True progress with social media usually takes time -- think 401-(k) vs a lottery. But many people don’t want to hear that.
To me the opportunity in social media is knowing when to leverage the art/human aspects of it and when to leverage the science/machine. And yes, that takes time too.
Modern man angle 1 uploaded by GUANOdesign.
* SummitUp is a conference being held in October with a great line up including keynotes from Chris Brogan, Bob Garfield, Artie Isaac and Lewis Howes. I’m geeked out to be kicking off the day with a keynote.
I do agree. I've been in and out and now out for good from automated systems that kill the true sharing aspect of being a community member. HootSuite. Tried it. Left it. DMs? Never tried. Never will. Thanks for the reminder!
Posted by: twitter.com/marketingfails | 09/28/2009 at 12:38 AM
So true, Kevin! I think that Greg Verdino first taught me the importance of personalising LinkedIn messages. His "invitation to connect" was brief but spot on - and I still remember it.
Posted by: Gavin Heaton | 09/28/2009 at 10:35 PM
Paul and Gavin - Thanks for the feedback. It's amazing how the smallest detail can set you apart in these situations. Someone else, I think it may have been Chris Brogan, suggested wishing people you know Happy Birthday outside of Facebook. It's only one extra step but it makes a much bigger impact.
Posted by: Kevin Dugan | 09/28/2009 at 10:38 PM
Like Paul and Gavin, I don't automate DMs or use the stock LinkedIn text. It's about making a personal connection.
And you're right, it does take time but it's worth it as you make genuine, valuable connections.
Posted by: Davina K. Brewer | 09/29/2009 at 09:25 AM
I absolutely agree with your final thoughts, that many people don't want to hear that it takes time to leverage social media. I have been marketing with Facebook relentlessly for about 6 months now, and it is finally paying off in sales for my CPA campaigns. Yes, social media can be lucrative, but it still involves listening/reading/and engaging with your audience.
Posted by: Teasastips | 09/29/2009 at 04:14 PM
Kevin. Some good points here. If I connect with people I never use the auto message. Doesn't seem personal at all and makes me think people are just building numbers and not connections.
Also if we replace the word "social media" with "relationships" in your sentence "Impressive social media results do not usually come at impressive rates of speed" then that sums it up to me all right there.
Nice one,
Sam Zipursky
Posted by: Sam Zipursky | 10/01/2009 at 06:29 AM
I like to think of social media as the difference between slow food (which is basically food prepared with local & organic ingredients) and TV dinners (which everyone knows are highly processed). Cooking with great ingredients (generally) yields better results, but takes longer. TV dinners are, well, really bad for you and don't give you anything but a sugar rush and a lot of empty calories.
It's a bit of an obtuse analogy, I know, but I think it's apt.
Posted by: twitter.com/danieldubya | 10/02/2009 at 11:05 AM
Thanks everyone for the feedback.
Daniel - I like the slow food vs. TV dinner analogy. Well done.
Posted by: Kevin Dugan | 10/11/2009 at 03:07 PM