Dear Marketing Technologist: You’re Being A Twidiot!
It’s funny, but last Monday’s article, Dear Leading SEO Service Provider, wasn’t my first “open letter” response via blog post. I’ve actually written a few of them over the years, and they tend to generate some interest and get a little discussion going within the comments.
I was, however, thrilled with the response to my latest open letter style and as I was speeding through my feeds recently I came across another terrifying tactic that I immediately decided needed to be dealt with in the same fashion.
Before I start, let me define one of the words in the title. A Twidiot is a Twitter idiot. Just in case there was any confusion.
Okay, the instigator of this open letter decrying terrible Twitter tactics showed up in my mentions late last week. As I monitor my mentions pretty carefully, because I want to thank those who share my articles and also want to actually talk to my connections, I saw this and clicked through to check out who exactly had mentioned me.
First red flag? No following on either side of the relationship. That means I’m not following him, he’s not following me. Just a small red flag, not waving a pennant. Maybe this marketing technologist wants to start a dialogue.
Second red flag? The tweet wasn’t a question, comment or compliment (generally the three ways most of us start a discussion on Twitter). It was a link.
Of course I clicked the link. If I hadn’t, this article would never have happened. The link led me to a landing page. If I signed up for it, I’d receive a link to view an email all about personalizing in order to better suit the needs of my clients and prospects.
That’s when my Simmer Down Sassy Pants antennae really started buzzing.
REALLY! You’re going to try to sell me on personalizing my marketing efforts when you’ve done nothing to make a personal connection with me?
Personalization in Marketing Requires You To Act Like A Person!
Once I saw the link, I decided to dig a little deeper. First, I checked to make sure this specific marketing enthusiast actually worked for the company in question. He does.
Then I took a close look at his stream, and was not too shocked to find that he:
- Sent out over 60 tweets per hour
- All tweets contained one handle and a link
- All of those links went to his company site
Wait! There’s more. Mr. Marketing Technologist sent out the same three tweets, with only the handle changed, over and Over and OVER again. No changes, except the Twitter handle. Along with the “personalization” video, this guy sent links to:
- an SEO eCommerce guide
- a video that detailed the many different ways a certain group of individuals described a red dress
Getting To My Marketing Point, Already!
So, this is obviously spam via Twitter. And really no different than email spam, Linkedin spam or Google+ community spam. Spam is spam is spam, it only differs in the delivery.
Maybe it’s just me, but shouldn’t a company trying to showcase itself as an authority on personalization actually personalize their marketing message? Maybe spend a little time on building real connections that might turn into leads, prospects and customers?
I monitored this Twitter account all weekend. The 60 posts per our wasn’t a tech glitch. The same posting pattern continued throughout the weekend with the same three rotating tweets. No changes. Over the weekend this equaled thousands of tweets, each mentioning a different Twitter handle.
Funnily enough, the follower numbers didn’t change at all. No new connections were made based on these scintillating tweets. SHOCKER!
Summing It Up, FINALLY!
While marketing and technology, especially in the form of smart and personalized marketing automation, do actually go together, I don’t think our marketing technologist friend got the right message. When you forget that marketing, especially via social channels, is about creating and maintaining relationships you might soon find yourself swimming in seas that foster spam.
Technology should assist in your marketing efforts, not override them in a bid to send out an endless stream of tweets that detracts from your brand’s real message and makes you look like a Twidiot!
What kinds of bad online marketing behavior have invaded your digital space recently? We’d love to talk to you about it!