Most of the posts about social media have been from the writer’s point of view, articulating tips and tactics for promotion, “thought leadership,” “enabling conversations,” “engaging customers,” etc.
I think it’s time we take a hard look at social media from the other side of the relationship — from the reader’s perspective. Forthwith, a biased, opinionated and occasionally testy look at social media that sympathizes with the reader:
Less is more: Do you really need to make ten or 20 tweets a day? Seriously? Maybe your constant posting serves your interests, but here’s what happens on the readers’ side: their applications become cluttered with posts from two or three mega-tweeters who drown out everyone else; now they have to scroll through pages of messages just to catch up on activity in the last four hours.
Have a point: You’re in the airport lounge having a cocktail. Good for you! For me, a total bore. Guess what? You may be the center of your universe, but you’re not the center of mine. Speak when you have something to say that has actual meaning for your readers.
Tell us what to expect: It’s entirely legitimate to use your post to share interesting articles, blogs, videos and other content you find. These messages can be genuinely useful — if they give us some idea what you’re pointing to. Don’t just say, “interesting article here.” An interesting article about what? Even within the limits of 140 characters you can indicate the subject or chief point of the content embedded in the URL.
“I’m a thought leader! I’m a thought leader!”: So you tell me. Often. Here’s an idea: instead of name-dropping every conference you attend or event you witness, how about sharing some actual….thoughts. Then we, the readers, will decide whether you’re a leader worth following.
“Me too!”: Sometimes a retweet helps direct a good idea to people who haven’t seen it before. But think twice, post once. Are you really contributing to a discussion, or are you just adding another voice to an already overbearing choir?
In sum: Hey, I’ll be the first to admit that I’ve been guilty of violating the above points at one time or another. (So don’t bother to respond by throwing an old post of mine in my face; I already know I’m a sinner.) But as a marketer, I do understand this: you can’t rise above the clutter by creating more clutter. Let’s remember that all social media relationships are unequal — the needs of readers come before the desires of writers. Otherwise, we’ll face a backlash of resentment that manifests itself in indifference or even hostility. And your pet social media tool will go the way of the CB radio.
Jonathan,
Thank you for saying what many of us are thinking. I know I don’t care if someone has an aisle seat or a window seat.
Even the best minds in social media out there could pull back on the throttle everyone once in a while. Otherwise, I am normally glad for the idea-sharing.
Great blog and so true. These were the exact reasons why at first I stayed away from Twitter and FaceBook. I thought it was all just way too much TMI going on. I’ve since learned to just focus on the tweets/updates from certain people that I know always join in on the conversation and make it interesting.
thanks.
Thanks, Jay and Vicky! About overload: as a reader, I’m in a very awkward position; there are a number of talented people I wish to hear from, but their overwhelming volume of posts is overwhelming me. Do I “unfriend” or “unfollow” them altogether? Scroll patiently through their posts/tweets? Or hope they read our comments, take our advice, and just cut back a little?
Excellent post. Thanks for the other perspective. I’m one of those overly active Tweeters, I suspect.
Food for thought. Appreciated.
Warmly,
Allen
Great post! You’re right, less is definitely more.
Although I do like the daily mundane tweets when the Twitterer adds a unique or humourous perspective… but if I see one more “sitting at LAX waiting for plane” I’ll be pulling out hair.
@michelletripp
Well timed rant! I too find it frustrating to find useful information amongst the twitterhea. I try to tweet when I find any interesting article or blog or just have either a useful or funny response to someone’s question.
To fine tune you’re rule for retweets: Retweets are fine if you add something else to the original tweet.
I like Jason’s retweet rule! Let’s make it easy to remember: if you add something, then you’re cool; if you don’t, you’re just a tool!
A quick follow up to a prior comment I made. I have “unfollowed” one or two folks for TMT (too much tweeting). If these folks are well-known for their expertise, you can still take advantage of that via RSS feeds from their blogs.
It’s sort of a last resort tactic to make sure that at least you still have access to their expertise.
I wonder if TMT happens because people with big followings have audiences that are too blended — like family, friends, as well as people that follow for other reasons.
Question: Is there a polite way to tell someone that Tweeting about personal minutiae is clogging your Twitterstream?
Maybe the big guns of Social Media should separate their audiences…
Vicky: If you figure it out a way to get Tweeters to separate the wheat from the chaff, please let us know! We may have to get drastic and simply cut people off. If enough followers do it, the TMTers may get the message…
Speaking of food for thought, I’m eating a burrito in a window seat right now…
This post reminds me of a video I saw today for the Twitter Police:
http://www.urlesque.com/2009/03/24/twitter-police-armed-and-ready/
(And yes, I tweeted the URL.)
; )
Ann,
That was indeed a funny video. But where are these guys when we need them?
Good points, Jonathan. It’s getting more challenging to keep up with the multitudes of social media. There are still many newbies who just aren’t familiar with unwritten social media protocol. Perhaps, we can find a MarketingProfs article or post that reiterates what the unofficial rules are and keep retweeting that?
Just wanted to add my voice to those who found this post useful, timely, and insightful.
Of course, the hard part is figuring out what will actually be interesting/noteworthy to your audience when it consists, as mine does of people with very varied interests.
Thank you for this article. As a fairly new tweeter, I appreciate the info.
My only addt’l comment is that if you have maybe one personal/mundane thing a day or every few days. I don’t necessarily mind, especially if it is stated in a humorous manner (as someone else stated). It makes the tweeter seem more human, rather than a marketing/info machine. However, there is definitely a limit. Just telling me you are “waiting in line” does nothing for me.
Sarah,
Thank you for the supportive words! Now I wish I updated my blog more frequently!
Excellent post Jonathan. What you’ve said here applies to all of our marketing communications. It seems especially relevant to email too.
Great blog. I do think some Tweets over Tweeter (are these really words? LOL), I think the most important thing to remember is quality over quantity. If you have something of value to say, say it.
And also important. Companies that use Twitter need to offer their followers something of value. Simply giving them the “honor” of following you is not enough to keep or sustain your followers.
To cross promote my show, I started a blog about freebies. It receives over 400 visitors a day and exposes people to our show while providing a service. Check it here:
http://shoppingthemusical.blogspot.com/
Social media is fine if it has a value to others.
Jonathan,
Some well-needed comments! I am awaiting the next phase of social media — what we have now tends to trivialize our lives — and what we need much more of are BIG thoughts, not the trivialities of peoples’ existence.
Thanks.
bpm
So very, very true! But remember, sensless data to us may be highly valuable to others depending on what they are looking for. Each of us has the ability to manage who we follow and if people you are following are posting things you’re not interested in, “unfollow”. If we keep beating on quality (being an individually relative term) of tweets like this, is it possible we’ll destroy the very power of the system?