Imagine standing in your back yard on a warm summer night. Think of the light shining by your back door and visualize how it is surrounded by a cloud of swarming moths. Not being a moth myself, I’ve never understood the appeal. They seem magnetically attracted to illumination even at the risk of getting burned or zapped to death. I mention moths as a metaphor because when it comes to fads and trends, there are some people who behave like moths as they flock to the next newest thing with little reasoning or purpose. In the world of e-communication, Social Media remains the latest and greatest illuminating light. We’re witnessing moth-like swarms all around it. While behaving like a moth with social media may not get you killed, we continue to see people getting burned both personally and professionally.
The resume of social media experts today includes an average of three years experience. After attending over a dozen social media seminars and tinkering with all of the tools for the past over three years myself, I’m compelled to chime in for the purpose of helping you to rise above The Moth Effect. While I do not claim be a social media expert, I am a consummate student of what I call the Laws of Business Physics. These are laws that, when violated, will damage your business’s profitability and longevity. To avoid becoming a social media moth, here are some laws of Business Physics that, when applied, can help you avoid getting burned.
This starts by applying some basic elements of strategic thinking and planning. Considering that social networks are communication media, ask yourself:
Avoid the “Ready > Fire > Aim” approach. It’s too easy to shoot yourself in the foot. Remember, it is impossible to serve your purpose if you don’t have one. Or as Lewis Carrol wrote: “If you don’t know where you’re going any road will take you there.” But it will be a long and frustrating journey.
In some circles it may be OK to announce that you just washed your hair, had lunch or mowed the lawn. I quickly de-friend those who repeatedly do this on Facebook. And those who try it in LinkedIn might receive an admonishing message from me for urinating in my pool before I disconnect. I try to guide the moths when I can. If you follow the aforementioned rule about proper planning and have done that homework, you can then ask yourself this critical question before each status update or tweet:
Is what I am about to share with the world going to enhance or diminish my brand?
If it doesn’t pass this test, I repeat: Just because you can, doesn’t mean you should. And to support this, here’s these tested old school axioms:
If your purpose is to support your brand by adding value for your audience, consider a contrarian approach to your messaging:
And “this” should in some way serve to convey value for your audience. Because social media is a form of networking most of the same rules apply. One networking rule is to remember: When you sell, you repel. And that Pitching without permission can damage or even destroy the very relationship that you’ve worked so hard for so long to build. If your audience members joined with the expectation of receiving offers and deals, you have inherent permission. If not, be very careful about crossing the line.
In the words of Never Eat Alone author Keith Ferrazzi:
“Power today comes from sharing information, not withholding it.”
To avoid becoming a moth in this information overloaded age, follow your plan and assure that your information provides legitimate value for your audience. Your messaging might range from breakthrough thought leadership or it may simply put a smile on their face.
If you’re curious, I invite you to observe how I walk the talk in the world of social networking and user generated content. You can monitor my ongoing dialog by reserving your seat in my audience by engaging with me on any or all of these social media destinations.
… and/ or you’re invited to subscribe to the Leadership Breakthroughs mailing list
In the interest of transparency, I occasionally invite interested readers to connect in person, or I’ll recommend a referenced book on Amazon. Sometimes there’s a free offer.
I hope I’ve helped you to avoid getting zapped and I wish you the best of success in your social networking adventures. Since this is user generated content, I encourage your comments.
Tom Lemanski helps accomplished leaders unlock potential, solve complex challenges, and amplify their impact.
Effective leadership is the key to driving meaningful, lasting success in a fast-changing world.
Tom’s focus on innovative strategies and self-awareness creates transformative results for leaders striving for the next level.
Powered and secured by MailChimp
6 Responses
Great insights, Tom.
Every day people are finding new ways to leverage social media. Succeeding on it without offending others is a conversation we weren’t having several months ago. But with so much abuse on these platforms, and people attracting attention to so much irrelevant content, your disclaimers are stern reminders that we are who others say we are online.
You have to Command your Brand.
“In some circles it may be OK to announce that you just washed your hair, had lunch or mowed the lawn. I quickly de-friend those who repeatedly do this on Facebook.”
This might be the difference between men and women. I personally look for the more human interest posts. I want to know they cleaned their office, where they are going, what they had for breakfast, if they colored their hair and “post pictures please!”.
One of my retailers posts very human interest posts as well as horse-related trivia. She does advertise and maybe a wee bit too much but I overlook that because I want to hear about her tripping over boxes at her store and other things like that.
I think if you remain professional and remote all the time, people loose interest, maybe women more so. Yes, I do want to learn more and love reading my news feed everyday, but I’m looking for friendship foremost and friends tell each other about the nuances of their days.
Just sayin’…
June,
We likely agree that the human element of relationships is important as most decisions are driven by emotional responses.
To my point of “know your audience”, my audience is primarily comprised of “results orientated”, assertive execs who either run companies or are in results orientated corporate jobs. So as an expert on diverse behavioral styles, I’ve learned to tailor my messages accordingly.
In your world of “altruistic” animal lovers, your audience is more receptive and responsive to softer messages. So they can help you connect.
I suspect that we also agree on the difference in informative value between
changing your hair color vs. washing your hair. Since guys don’t typically discuss their hair hygiene, I understand your gender observation.
In my world, changing your hair color is more Facebook worthy while a LinkedIn audience may be less receptive.
Thank you Tom for the practical “how to’s” and the excellent reminders. Unfortunately it is so easy to cross the line into trivia or offensiveness. And so easy to loose sight of purpose, point or the audience and get carried away and tarnish the ‘brand’ or alienate those we want to be connected.
George
Here’s a new, interesting and cost effective use for social media: Recruiting.
One client has used it to attracts more passionate candidates. Here’s a link: http://executivetalentassessments.com/talenttealeaves/new-recruiting-media/
Worthwhile article from Entrepreneur: Five Lies About Social Media Marketing
http://www.entrepreneur.com/blog/220072