Is Your Social Media Strategy Actually Anti-Social?

Posted: June 13th, 2012

Imagine walking into a networking reception, standing in the corner with a bullhorn, passing out 50 of your business cards to strangers without even saying hello to them, and leaving the event. How many new business leads do you think would materialize the next day? Probably none.

In an offline context, it’s pretty clear that passing out 50 of your business cards to strangers is anti-social. However, people seem to forget this lesson when communicating in the digital space with social media tools.

Imagine an organization that tweets 50 times per week – links to its website, announcements about upcoming events – without mentioning another Twitter user, using hashtags, replying to others, or retweeting. Perhaps the tweets are not even posted by an individual, but instead are shared automatically each time a press release is posted to the organization’s website. No one even logs in to see if anyone has tried to engage with them. Unfortunately, too many organizations use Twitter in this way. And unbeknownst to them, they are engaging in the futile equivalent of passing out business cards at a networking event without so much as a hello or a smile.

Offline, you’re delightful, you’re engaging, and you’re the life of the party! Online, you’re dull, you’re self-centered, and you’re anti-social.

If you or your organization seeks to use social media tools like Twitter to engage your audience and build a community, then think about what it would take to amaze people at a networking event! Ask yourself these questions:

1. Do you know who your audience is? Make sure that the content that you are posting is relevant and shareable. Find out what your audience is interested in and adjust your message accordingly. (Hint: Your audience is most likely interested in themselves, so talk about them!)
2. Are you using your social media to listen? Good networking begins with an open ear. Listen to what others are talking about, and tailor your own message to them, answering their questions, making introductions based on their needs and connecting them to content that is not only relevant but also timely.
3. Why would someone engage with you? Look at the brands that you engage with on a day-to-day basis. Ask yourself what it is they are doing that and try to emulate that. (Hint: They probably aren’t just posting content. They are giving you a call to action.)

Photo credit: Scott Beale

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