The 5 Warning Signs of Social Media Smarm
Have I got a deal for you! I’m so excited……
I can’t tell you the details here, but it will be very high profile, and the launch involves social media.
Because you’re an influential blogger, we’d like your involvement in the roll out.
IM me!
How to recognize social media spam when you read it. Sometimes, I get clownish invites like the above garbage. It reads an awful lot like spam, but it’s actually a newish scourge — social media spam.
photo credit: $arah Murray
Do we need to coin a new word for the phenomenon?
How about smam?
Or smarm? (For now, I’ll go with the smarm.)
Here are the five warning signs that signal…
“You’ve Got Smarm!”
1. No trust. We all know how we get real deals going — we pick up the phone or email our friends, partners, and colleagues. We don’t coyly tell our friends that we can’t tell them any details — because we’re talking privately to people we know and trust. It’s kind of the whole point of social networks — that trust factor!
2. The coy hinting. When you have a real business opportunity, you get to the point — fast. You describe the product, problem, solution, technology, team, roll-out, etc. Details help you grow the idea. Hiding the details is a big red warning flag — either the writer a) doesn’t know the details, b) doesn’t have any details, c) is ashamed of the details. Each situation signals a loser.
3. The flattery. Smarm pitches always blow a little flattery your way. You’re handsome, smart, funny, high-profile, influential — oh, it’s all true, don’t get me wrong! But you’re also smart enough to know that too many sugar plums aren’t good for you. And when they’re laid on that thick, they may be a wee bit psychologically manipulative.
4. The entitled demand. Smarmers use phrases like, “We should talk. IM me now!” They rarely use polite phrases like “I’d like to talk. When’s a good time?” Bottom line: when anyone tells me I “should” do something — I usually don’t. (Mom and Dad get a pass on this one. A smarmer doesn’t.)
5. It’s often oh-so public. The smarmer will often write their post on your FaceBook wall. Or on Twitter. Or even try it as a blog comment, hoping you won’t delete it because of the flattery factor. That way, all of your friends and followers can see it, and might assume you’re in some kind of deeper business relationship. The coyness, the entitled demands, the flattery — turns out none of it was for your benefit. It was merely a pathetic attempt to reach your social network through insinuation.
Be warned — Post some dreck like that on my FaceBook wall, and I’m going to unfriend, fast! Post something like that at Twitter, and I’m going to @ reply, unfollow, block, and point followers to this very post, and out the smarmer.
Because smarmers aren’t really friends, now, are they?
Smarmy.
How do you handle smarm?
The Ten Behavioral and Emotional Stages of Twitter
In one week, I will celebrate my one-year Twitterversary. I began what I called my “Twitter Challenge” about a year ago. 
With close to 1,500 Tweets and almost 200 followers (well, until Twitter ate most of them yesterday, anyway!) I reckon that I’ve gone through different behavior and emotional stages of Twittering over the past year.
Please note: I’m not a psychologist. I don’t even play one on TV. I’m writing this post from personal experience, only. Never mind my Bachelor’s degrees in sociology and telecommunications (which oddly enough, might be a terrif set of degrees for becoming a social media media consultant, what with the “social” and “communications” components in each study area).
What you’re about to read is here pure, extended Twitter Drivel. (It might even be Digg or Stumble worthy. Hint, hint.)
The Ten Behavioral and Emotional Stages of Twitter
- This is stupid. Don’t get it. Talking to an empty room about what you had for lunch. What’s the point?
- Connecting with a few friends. Writing witty observations called twitticisms. Feeling simultaneously like a new age Oscar Wilde and a Twittering, jabbering idiot.
- Connecting with the friends of friends. Comfortably expanding your social network with quasi-familiars.
- Tentatively entering conversations with people you’ve eavesdropped upon who seem interesting.
- Following the people with whom you’ve entered into engaging dialogue.
- Blushing with pleasure when these amazing people follow you back.
- Buoyed with confidence at your new found popularity and a spirit of bonhomie, you Twitter more enthusiastically, using a plethora of Twitter apps to enhance your experience.
- You ask questions. You share responses and other Twitticisms from your coolest friends at your blog.
- You become the unofficial ambassador to Twitter novices you like; eagerly offering online followship (yeah, I said followship).
- You learn of new ideas, gain wisdom, build relationships and friendships. You realize you’re leading a surprisingly richer life from wielding such a stupidly simple tool.
How fast do novice Twitterers progress through these stages? For a fossil like me, it took about a year. However, I’ve seen others smash through these stages, in no particular order, in a matter of minutes.
Further, there’s no guarantee that there is any steady progress through these stages. Some folks die at Stage I or II, and never move on. And once you hit Stage 10, you may simultaneously drift into Stage 3– or even 1 or 2 — and go back to 7. All within the twitch of a keystroke.
Right now, I’m at stage #1. Again.
This is not backsliding. It’s interactive.
And it’s all so Twitter, in all its goofy, stupid, profound glory.
It’s changing my life. How has it changed yours?
(I’ll leave my Twitter outcomes for another post…Until then, please let me know how this list resonates with your own Twitter experience: did I forget a few stages? What’s missing? )
PS — And if you want to follow me at Twitter, I would feel so honored! Please do…
The 2 Worst Customer Service Scripts for the Age of Social Media
I’m a long-term customer (soon to be ex!) of two vastly different firms.
- Company A has a so-so service offering.
- Company B has an unique and exceptional product.
However, both companies give stinky customer service. And here’s a key difference in their loathsome customer service approach:
- Company A apologizes profusely and insincerely at every turn.
- Company B apologizes for nothing, while subtly suggesting that I’m an idiot.
Insincere or Supercilious? Both approaches alienate customers.
photo credit: Dashu Pagla
So how do I really know the apologies of Company A are insincere? Here are the signs:
- They send out canned apology letters on a semi-regular basis (”We apologize for any inconvenience…”).
- On the phone, the customer service reps repeatedly “apologize for any inconvenience” as part of a rather obvious script.
- When I ask them to please stop apologizing and tell me how and when they are going to fix problem, they apologize. For apologizing.
This behavior is irksome. If the company was truly sorry, they’d either fix the problem or describe their correction plan. When I asked for the company action plan, the customer service rep apologized (naturally!) but declined my request.
Sigh. Like talkin’ to a wall…
The company’s “stick to the script” policy wastes everyone’s time. No honest communication at the front lines? Why even bother communicating? Indeed — why be a customer at all?
Now, with regard to Company B - what’s wrong with them being right all the time? Isn’t that supposed to fill my soul with confidence and respect at their unfailing superiority? After all, they have a great product — why not expect to be rebuked and treated like an inferior when I schedule face time with their consultants?
- ME: “Hey, I’m concerned. I called your office 3 times last week to schedule an appointment. The last time, Beth said she’d call me back in 20 minutes. It’s been over a week, so I’m wondering what’s up…”
- REP: “You should have called the week before. And last year, we sent a letter telling you so.”
- ME: “As I said, I called last week. Three times. Wanna see my phone records when I come in?”
- REP: “That won’t be necessary. We’ll schedule you for 12:45 on Thursday. You can come in then, or you’ll have to wait until next month.”
- ME: “OK, I’ll work it in.”
- SAME REP, NEXT DAY:”I’m calling to confirm your 4:45 appointment tomorrow.”
- ME: “My appointment is at 12:45 tomorrow.”
- REP: “I made room for you at the end of the day. I remember you requesting that.”
- ME: “I have a Skype recording of our conversation yesterday. Would you like me to play it back for you?”
- REP: (weary sigh): “I’m very busy and don’t have time on my hands like you obviously do. “
- ME: “OK, just take my word for it, then. I’ll be in at 12:45, like we arranged.”
- REP: “We’re really very busy at that time. Much too busy to handle a walk-in.”
- ME: “That’s OK, just move some stuff around. Because that’s what I did yesterday to make room for our appointment.”
Ordinarily, I wouldn’t have been so idiotically peckish, but her smug attitude brought out the worst in me. It seems that she, too, stuck to the company script — “Never apologize. And don’t forget to reinforce how busy and important we are…”
Customer Service is a Huge Part of Marketing. OK, I know I’m just ranting now. I’m not telling you anything you don’t already know: lousy customer service can destroy a company ’s word-of-mouth marketing — even if the firm has a terrific product. Spend a zillion dollars on an ad campaign, and it can get blown to bits by one receptionist with a snippy attitude.
At the moment, I’m not inclined to recommend either of these firms — just because I don’t like their customer service posturing. So what, you say?
Other folks are not so mum. In the above paragraphs, I could have named the companies. I won’t name names — but many bloggers would have.
Many bloggers do.
The word of mouse of disgruntled bloggers can spread like crazy. Social media is like word-of-mouth on steroids. The quality of your customer service approach can profoundly impact your brand — exponentially. When it comes to customer service in the age of social media — it’s not just bloggers who have access to an RSS soapbox anymore. So be uber-careful! And please remember:
- Scripts aren’t conversations. They demean both parties. No one likes to talk to a wall. Improv skills are essential in the age of social media.
- A superior, can’t-be-wrong attitude brings out the worst in everyone. (I could be wrong about this one, though. But I don’t think so!)
Social skills matter in the era of social media. Empower customer service reps to use their knowledge and social skills to more positively connect with customers.
Social Media: How Much and How Many?
Social media sites are springing up all over the internet.
- How many should you belong to?
- How much time should you allocate to participating at each?
- And how do you measure success?
The answers to the above questions, of course, are:
- How many? 3
- How much time? 7.2 minutes per day
- How to measure success? 10 buckets of cash per site
Yes! I’m being facetious! The real answers are:
- Participate only at sites that facilitate conversations between the people you want to reach
- As much time that is socially appropriate to nurture desirable relationships
- One relationship at a time
Any questions?
ps - Brian Solis offers you a free e-book “The Essential Guide to Social Media”. A succinct, delightful, insightful read. If you had any issues answering the above 3 questions, go ahead and download his book today!
When you don’t need more web traffic…
People ask me about “traffic” all the time. As in:
“Laura, how do I get more web traffic?”
Somewhere, somehow, some folks seem to have forgotten that traffic is undesirable!
Sometimes, lots of traffic is stinky, smelly, and annoying!
Don’t get caught in traffic! There are about a zillion attraction and marketing tactics that can lead to the dubious goal of “more traffic.” Search Engine Optimization (SEO), press releases, ad networks, participating vociferously in social media — the list of online marketing tactics can go on and on. Which ones will work best for you and your site?
That’s where “strategy” comes in. The last thing you want to do is spend your time chasing internet marketing tactics without a strategy in place.
Dogs chase traffic.
Smart business people don’t.
photo credit: thetorpedodog
Take a look at what you’ve got. When business owners bark, “More traffic!” — I encourage them to take a hard look at their stats. Too many times, we find that “more traffic” is a lousy goal. In fact, many times, “more traffic” can be the kiss of death for the business. Why? Consider this all-too-typical scenario:
The Case of the Website Abandoners. Let’s say the website gets X number of visitors per month — yet averages less than 10 seconds per visitor. Further, the stats reveal that over 97% of the site’s visitors never return. So — what’s the point of getting “more traffic” to this site? To scare away even more customers?
What to do instead. When a site suffers from a high rate of abandonment, something’s amiss. It might be a simple technical glitch– or a systemic problem with the structure, content, imagery, navigation, or offer. Next, carefully look at the referring site for the visitors. Did visitors come from an irrelevant link, or a badly placed ad campaign? If a website is turning off visitors when it has only a little traffic , find out what the problem is — and fix it — before aggressively pursuing “more traffic”.
Get off the ego trip. It’s really hard to explain to a Creative Director at an ad agency that we need to tweak a few things at a newly developed site — even if it’s merely A/B testing a headline approach or swapping out some pictures. And it’s even harder to tell a business owner that they have a systemic problem that needs complete re-development. In both cases, this is what I’ve heard (from time to time!):
“Nonsense, Laura — if we only had more of the right people who understand what we’re trying to do here, we’d be fine.
Now, how do we get those people to come to the site?”
Gimmee, Gimmee More Traffic!
Woof! Woof! Woof!
Face the stats. When business owners refuse to face their stats, I’ve discovered there’s not a whole lot that I can do to help them. Web analytics teach us volumes –not just about what works online, but about our offline messaging, brand, competition, and customer behaviors, as well. In fact, web stats can often give you more useful information than what you’d learn in a focus group. After all, it’s real and it’s raw! It’s customer behavior! Your stats don’t lie.
More traffic is not the answer... When a site isn’t resonating with a small audience — the last thing you’ll want is “more traffic!” Instead, set appropriate numeric goals — including acceptable bounce rates, conversion rates, page per visit, time on site, percentage of return visitors — and test how well your site performs with limited visitation. In other words, analyze the heck out of your site!
Tweak, test, repeat. When your site successfully meets numeric goals with a small audience, you’re more likely to be in a position to attract more qualified visitors. Instead of “getting more traffic” — you’re more likely to “attract more customers.”
And isn’t that a much better result?
Watch the Rise and Fall of Blog Subscribers
The Rise and Fall of Blog Subscribers. Do you use Feedburner to burn your blog’s RSS feeds? That’s no surprise. Many blogs do — and with little wonder. Feedburner integrates so many useful tracking, marketing, and optimization tools — it’s almost ridiculous to blog and NOT use Feedburner!
When you’re in your Feedburner console, it’s easy to see the rise and fall of your own blog subscribers under the “Analyze” tab. Now, click on the “Publicize” tab. If you’ve activated either “FeedCount” or “Awareness API” — you’re in for a treat.
Go visit FeedCompare. This site lets you compare the subscription history of any Feedburner feed that has either the “Publicize” or “Awareness API” option activated. You can check your own feed’s subscriber rate over time — and maybe even spy on a few competitors!
What this means. You can check the accuracy of the subscriber claims of quite a few Feedburner feeds. Many times, bloggers deliberately check the “Publicize” or “Awareness API” option — often because they want to show off their superb subscriber numbers.
But a few times, I’ve caught a few sites that have been, ah, fudging their numbers, shall we say? In order to sell advertising, a few blogs boast higher numbers of subscribers than they actually have. FeedCompare lets you accurately check subscriber claims.
If you’d rather not have your own subscriber numbers be available to the general public, you’ll want to uncheck the appropriate options in your Feedburner dashboard. But if you’re selling advertising based on subscribers and growth — it’s a good idea to publish your subscriber numbers, anyway.
And, of course — if you’re selling numbers — you need to be honest about your numbers! Being open and transparent can help you — if you have a great story to tell!
How else will you use tools like Feed Compare?
Using LinkedIn Answers for Business Development
What is an effective way to use the LinkedIn “Answers” feature? Resume and connections are an important part of LinkedIn. However, “LinkedIn Answers” is a powerful, yet often under-utilized feature of the popular professional networking site.
In this brief interview, Grand Rapids-based marketing expert Jay Hidalgo focuses on how he uses “LinkedIn Answers” for business development. Essentially, Jay uses “Answers” to build his company’s reputation and earn trust.
A partner and founder at The Annuitas Group, a Grand Rapids-based Lead Management and Marketing firm, Jay agreed to share his winning “LinkedIn Answers” approach with me.
Laura: Jay, how did you initially hear about/get involved with LinkedIn?
Jay: About 4 or 5 years ago, my brother sent me an email about this “really cool site” called LinkedIn. Said it’s a great way for people to learn about your business. So, I created an account, and I waited. Nothing happened, so I ignored if for a while.
Laura: How has it since helped your business?.
Jay: About a year and a half ago, I started using LinkedIn more. At first, I used it to connect with people or to find people. Now, I use it mostly via the Answers area. It’s helped to give us visibility, and drives a significant amount of traffic to our website.
Laura: Tell me a little about how you use the “Answers” RSS feature at LinkedIn.
Jay: I researched the categories in the Answers area that I frequent most: Marketing and Sales, CRM, Direct Marketing, and Lead Generation. Then, using iGoogle, I set up a tab and labeled it “linked in”. Using the “add stuff” section of iGoogle, and the RSS feeder from LinkedIn, I have questions from each of those categories on my homepage, refreshing as they come in. I spend 5-10 minutes a day reading and answering questions. It helps me get my firm’s name out there pretty regularly.
Laura: What advice can you give other entrepreneurs for effectively using LI?
Jay: Don’t try to sell yourself. Networking, whether online or off, is about building relationships. Relationships are short-lived when you try to start them with a “What can I GET?” mindset. Go into LinkedIn with a “What can I GIVE?” mindset, and you won’t alienate people.
About Jay Hidalgo. Want to find out more about Jay Hidalgo? Why not visit Jay’s LinkedIn profile — you’ll not only see his resume, but you can read his answers and discover exactly why his LinkedIn approach works for him!
About The Annuitas Group. The Annuitas Group helps its clients improve their ROI on sales & marketing by developing process based marketing solutions to increase efficiency in demand (lead) generation and closed loop lead management. They then implement those solutions by providing marketing process consulting, services and marketing automation technology. The Annuitas Group is a VIP partner and certified reseller of Vtrenz iMarketing Automation, the leading marketing automation solution for the SMB market.
Social Media Fun With Wordle
Entering your speech notes into Wordle can create a relevant Welcome slide for your next PowerPoint presentation.
I’m working on a presentation about Social Media, so I enter in my introductory notes. Here’s what Wordle delivered –
Fun Stuff! If you were greeted with this slide upon entering a meeting, would you have clue about what the discussion might entail?
Grand Rapids Businesses: Give Social Media a Chance!
All we are saying is, “Give Social Media a Chance!”
Give it a good three months — June, July, and August lay before you.
So why not make this your summer of social media love?
photo credit: Phillie Casablanca
How to start. Whether you live in Grand Rapids, Michigan or Bombay, India — start by find, reading, and commenting on blogs with topics that interest you! At my other blog, I show you a cool new way to do just that.
Find out what bloggers are writing about your company. Bloggers are writing about your products and services. Are they raving — or ranting? Or are they silent — which means you’ve got no blogosphere buzz? It’s smart to stay in touch with your markets. Go where they are and where they live — online. It’s essential to know who’s talking about you and what they’re saying.
How to find out who’s saying what about you: At the very least, sign up for a free Google News Alert. Enter your company’s name, product names, competitor names, names of key executives, etc. — and how often you want to receive alerts. With this one easy move, you’ll begin to see just how visible — or invisible — your brand is with key influencers in the blogosphere and the main stream media.
How will you respond? Merely getting Google Alerts about your company can be a real eye opener. Some company MarCom directors are shocked by what they’ve learned. Don’t be shocked — be informed! What you learn from listening and how you respond is at the very heart of all your company marketing — not just the online stuff!
Manage your reputation. This brief post merely touches on why developing and adhering to a social media policy is crucial for both large and small businesses. The information you learn from listening to your customers is more important than any focus groups or surveys you conduct. It’s real, it’s raw, and it’s happening all around you. If you aren’t listening to it, your company’s reputation and survival is at risk.
That’s why I’m encouraging Grand Rapids businesses to make this the summer of social media love — start by listening and learning! Make a commitment to reading blogs for three months — summer is a great time for reading, right?
You can start by subscribing to this very blog! If you haven’t subscribed yet, please do. Here’s my RSS feed — put it in your favorite RSS Reader, and consider yourself subscribed!
Grand Rapids Blogs for Businesses
Over the past month, two folks offered me this challenge statement:
“Name a Grand Rapids business that has an active and thriving blog!”
Of course, I brightly answer, “Me! And I know a ton of local Realtors with blogs…”
But this is dismissed. I’m a writer and a sole proprietor. Realtors, too, are dismissed.
“No, no. Not individuals. Major, brand-name companies.”
Ah.
At that moment, we hear the crickets chirp.
Grand Rapids Business Blogs, Where Art Thou? Never mind the slight that I’m not a “real” business. The silence comes because at present, there just aren’t that many major Grand Rapids businesses that have committed to blogging.
For the moment.
This, of course, is going to change. Because it has to.
A brief search of companies revealed that other people are blogging about these major businesses.
But the major companies themselves?
Well, we’re back to hearing those crickets chirp!
Here are two of the main reasons I hear crickets in Grand Rapids when it comes to major business blogs:
