I'm a new comer to social media. And if you don't are among the original thought leaders like Chris Brogan, Pete Cashmore or Brian Solis, odds are you're a new comer to social networking too.
Social networking is way too new for a comprehensive how-to guide. And beyond the terms of service of each site, all we have are some loose rules and guidelines to determine general etiquette Goth Egg. As things are always changing, there's no set right solution to approach social networking, but there are definitely some wrong ways.
Here's my Top 10 list on mistakes people and companies make in social networking:
1) Not listening
Ever try having a conversation with somebody who isn't listening for you? Chances are, those conversations don't go far, right? Exactly the same goes for social media. Not taking the time to hear what your friends, followers or target market is saying is not only selfish, it's rude. Social networking is all about speaking with, not at people. There is no monologue anymore, only dialog.
2) Too much self-promotion
Don't function as cheesy sales person who can't stop speaking about your great product. Could you do that at a party while mingling with friends? People are specifically critical of overly commercial messages in social communities. To be able to build rely upon this forum, you must offer something of value to town (and I'm not speaking about a special discount on your amazing product - that only works for mega retailers like Dell). The typical guideline is that only 5-10% of your tweets or status updates should really be linked to self-promoting sales activities (including calls to action, promotions, discounts or links to your sales funnel pages). Many your posts should offer insight, information, tips and resources that can make your friends' and followers' lives easier. Humor is obviously welcome.
3) Automation without sign of engagement
With the rising popularity of social networking sites, an influx of automated software applications has flooded the market. And while yes, it will release plenty of time and energy to automate your posts and have bots out there finding new followers or friends, automation defies the purpose of social media. Be sure to register every once in some time, take part in conversations, post original thoughts and ideas, and humanize your profiles. If you should be not engaging, you don't get it. See #1 with this list.
4) Speaking from the perspective of a brand rather than an individual
Social networking is all about individuals. You can't build a connection with a brand - it isn't possible. Customers wish to engage with the individuals behind the brand and make real connections. Be human and reveal that you care. The key reason why the ComcastCares Twitter initiative was so successful was directly linked to the fact Frank Eliason put his name and face on the profile.
5) Ignoring negative comments
Probably the biggest concern of company involvement in social networking may be the inevitable negative comments and complaints. Underneath line is that the conversation is already happening, whether you are there to respond or not. Individuals are now armed with powerful platforms to state their discontent and influence vast communities of like-minded peers. Mainstream consumer influence is here to stay and ignoring your critics is only going to hurt your public image. Be transparent, accept criticism, and RESPOND. You will undoubtedly be surprised to know how far a little TLC can continue the social Web. And to top it off - you'll gain respect. Again, Comcast comes to mind.
6) Preventing or which makes it difficult to leave comments on blogs
If you didn't wish to engage along with your audience, why did you start a blog anyway? Disabling the comments feature is actually disabling the conversation. People notice and it doesn't look good. While less extreme but still bad practice, which makes it difficult to publish comments by forcing readers to register first is time-consuming and annoying. You are impeding the conversation. Comments empower your web visitors and raise your search rankings so any effort to stop them is a lose-lose approach.
7) Making social networking your be-all replacement to the marketing plan
Social networking is not the be-all replacement to all traditional marketing practices... yet. Before entire world is online and using social networking, traditional marketing is not going anywhere. Based on InternetWorldStats.com, approximately 1.6 billion of the world's 7 billion people are online. That's about 23%. We still have a long way to go.
8) Featuring only corporate marketing messages and press releases on your blog
Blogs are a company's best opportunity to be direct with customers and build real relationships. Your blog voice needs to be genuine and transparent - not regurgitated corporate rhetoric which was approved by the legal department. The more human your voice, the greater it will undoubtedly be received.
9) Sending email SPAM to friends or followers
Someday I really hope there will be a similar law for social networking as there's for email in the CAN-SPAM act. Sending unsolicited emails to your friends, contacts and followers is SPAM (this includes the auto-DM on Twitter and promotional emails to friends on Facebook). The only exception to this has been Facebook pages and LinkedIn Groups where fans and members have opted in for email. Don't SPAM your friends.
10) Believing you have mastered social networking
I believe Brian Solis sums this up best by saying "we shouldn't strive to perfect something that evolves much faster than our ability to fully grasp its lessons, benefits, insights and pitfalls." (Engage, 2010)
