Social media in 2011 – how to get to the next level (Part 1: some mistakes you can – and should – avoid)
We are approaching the end of January, and before we get too much farther in the new year, I want to share my ideas for what needs to change – and where key opportunities are – in social media usage for 2011.
The catalyst for this post are my
observations from 2010 – and yes, some of these items are my pet peeves and the things that I see taking place that frankly drive me nuts…..I’ll hit on these points in Part 1 of this series.
Part 2 will include ideas for areas in social media where we marketers can and should pay more attention. There are several what I consider “must do” enhancements to social media that anyone marketing a product or service should at least think about utilizing.
Here are the things I urge you to consider as you (hopefully) improve, expand and evolve your use of social media throughout the coming year:
Use each social media platform as it is intended. Yes, they need to link together, but do NOT send a post from one channel automatically to another channel. In particular I often observe these problems:
DO NOT have your Twitter tweets automatically become your LinkedIn status updates. Tweets are short, many time are very informal, and sometimes provide minute detail as to what one is doing. They are sometimes direct responses or comment to one individual (but with a cc to the world, so out of context they many not make much sense). To use LinkedIn updates in a more proper way, ensure they are more macro in the insights they provide, and are a bit more polished and formal.
These LinkedIn updates should provide a glimmer of insight to who you are, what areas of interest you are exploring – keep in mind that your entire “rolodex” of contacts can view this update. On LinkedIn, I want to know from a higher level, and larger perspective, what are you thinking? What are you working on? (and really, remind me of who you are! If you tell me via LinkedIn that your cat needs to go to the vet….that really isn’t very helpful via this channel. I’d rather not know.)
Or, another example of what I don’t want to see as a LinkedIn update: @laurelinmadison couldn’t agree more!! LOL [Again, this is NOT an appropriate LinkedIn update.]
Similarly, DO NOT have your have your tweets automatically become your Facebook posts. Again, these are 2 separate channels with 2 different purposes. Tweet more regularly, and provide detail….update your Facebook posts with more thought and on a less frequent basis than you do Twitter tweets.
- Twitter = more detail and more frequent is OK
- Facebook = not as often as Twitter and not as much detail – this is the opportunity for people to engage in a dialogue about your (hopefully) thoughtful points. A great Facebook posts will encourage others to post responses and comments.
On second thought, please PLEASE PLEASE provide thought to every social media post you provide. Do you have a strategy for what the heck you are doing? If not, stop and take some time to figure it out.
Are there any social media pet peeves you have? I’d love to know other mistakes people make that are really a quick fix. Feel free to also post them on the MMC Facebook page.
In Part 2 of this series next week, I am going to provide insights on what can be done to enhance our social media strategies so we can move it to the next level. There are some amazing tool, and great ideas….and I’ll ask you to add to the conversation.