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Social Media Should’s And Should Not’s

Life is shaped by rules. Some we can deal with others we resist. Some rules are designed to benefit us and others are designed to control us.

Everything has rules spoken and unspoken. It is up to us to determine which rules apply to enabling us to accomplish things and which don’t.

Social media does have rules and most of these rules are reflective of “how” people intend to create social capital with their markets. Markets are conversations so your conversation either builds capital or uses other peoples capital. Using other peoples capital can get you a short distance but building your own capital will give you value in the long haul.

So if your intent is to build your market with your own capital there are some things you should do and things you shouldn’t do.

Here is my list, for what it’s worth, of what you should and should not do with this things we call social media.

Should

  • Develop a social media strategy before you jump in. Understand who,what,where, when and how you intend to create value for your audience. Not having a strategy is akin to not knowing where you want to go and how you’ll get there.
  • Learn the difference between advertising and convertising. Not knowing means you are likely to fail.
  • Understand what your market is seeking and give them that which they want and need. This will require constant listening before you act.
  • Think about long term impacts rather than short term gains. This isn’t a sprint rather a marathon that never ends.
  • Throw out institutional and corporate speak. Learn human terms. People will reject corporate speak and slick marketing campaigns.

Should Not

  • Don’t outsource your conversations. Engage your own people to engage with your market but first learn to engage your own people
  • Don’t push rather learn to pull. No one likes pushy people
  • Don’t think of your audience as targets. Think in terms of relations
  • Don’t try and trick or catch people. Rather think about engagement and experience
  • Don’t even begin to use social media until you first consider your existing cultural barriers that may be the enemy of any social media strategy

The market of conversations is a different market and mass media doesn’t work in this market. The technologies enable mass reach but reach isn’t for targeting rather it enables relational dynamics for engagement with people. The technology is easy. The process isn’t. Get it?

Do you understand the basic’s of Social Media?

Comments on this entry are closed.

  • Pablo Pegorari 04/06/2010, 11:46 am

    RT: @infoALG RT @apuntesgestion: Qué deberías y no deberías hacer en Social Media… http://ow.ly/Sv9k

  • Jack Massari 02/19/2010, 9:09 am

    Do's and don'ts of social media http://bit.ly/apqFRI

  • Mike 01/07/2010, 1:53 pm

    I feel the comments get a bit cluttered when you show every single tweet. Those show up because people link to this article in their tweet?

    Maybe it would be helpfful to have a group of “real” comments, and “tweets and re-tweets” your thoughts?

    -@GizaMike

    ps. I totally recognize the coolness factor of having 10’s or 100’s of responses to a post if you could twitter posts…..

  • Ryan Waggoner 01/05/2010, 1:15 pm

    Some really good pieces of advice in here, but unfortunately most of today’s “social media experts” have a vested interest in distorting the truth of these statements for their own monetary gain. We’re devoting 2010 to talking about these issues and I’m looking forward to reading more great stuff like this on the topic. Thanks!

  • Julia Kinslow 01/04/2010, 5:22 pm

    I like that you made a clear distinction between social media strategy and digital marketing. I hit a lot more on what to include in your strategy in a recent blog post. I invite you to check it out.

    One question I do have is — are e-newsletters a form of digital marketing or social media? I mean, is the distinction made when you are sending information to the masses as opposed to tweeting out to your followers on Twitter? Or, is the dinstinction made when it is considered outbound marketing?

    All the best, Julia
    .-= Julia Kinslow´s last blog ..Chào m?ng b?n ghé th?m nhà! =-.

  • ActionLearningGroup 01/04/2010, 5:56 am

    RT @apuntesgestion: Qué deberías y no deberías hacer en Social Media… http://ow.ly/Sv9k

  • Sergio F. Sosa S. 01/04/2010, 5:56 am

    RT @apuntesgestion: Qué deberías y no deberías hacer en Social Media… http://ow.ly/Sv9k

  • apuntesgestion 01/04/2010, 5:45 am

    Qué deberías y no deberías hacer en Social Media… http://ow.ly/Sv9k

  • Business 3.0 Tech. 01/03/2010, 10:23 pm

    Social Media Should's And Should Not's http://bit.ly/4VWuXz Life is shaped by rules. Some we can deal with others we resist. Some rule

  • Tim Ho 01/03/2010, 9:19 pm

    Thanks @JDeragon for embedding my prez – Social Media Should's And Should Not's http://bit.ly/4VWuXz

  • Tim Ho 01/03/2010, 9:17 pm

    Thanks for embedding my prez – Social Media Should's And Should Not's http://bit.ly/4VWuXz

  • dan 01/03/2010, 8:36 pm

    Jay; I had sort of an Ah-ha moment blogging for Allen at Plane Conversations (Citizen Airlines, LLC). The jist is that industries, corporations, and even people can engage, cooperate, and empower other people who are NOT their customers in order become more effective against their competitors. This is not trivial and imagine if everyone did it? Goes in the “should do” column if I could think of a better way of saying it. Help!!!
    .-= dan´s last blog ..The Fundamental Flaw of NAFTA =-.

  • Ray Stokes 01/03/2010, 8:13 pm

    RT @KimberlyKayler: RT @Ninedotscreativ: Social Media Should's And Should Not's http://bit.ly/4VWuXz

  • Matthew Sherborne 01/03/2010, 7:34 pm

    RT @Ninedotscreativ: Social Media Should's And Should Not's http://bit.ly/4VWuXz

  • Joe Grasso 01/03/2010, 1:14 pm

    Social Media Should’s And Should Not’s: The market of conversations is a different mark.. http://bit.ly/6AmZNx
    RT@JDeragon

  • Startup Booster 01/03/2010, 12:46 pm

    RT @socialhelp: Social Media Should's And Should Not's | The Relationship Economy … http://bit.ly/7rxADV

  • Eyal Rofe 01/03/2010, 5:24 am

    Mastering the should’s, trying to eliminate the should not’s. Excellent guidelines, thank you for that.