Yesterday I received an email from a quite well known (at least in digital marketing circles) social media expert. That’s really nothing new, as I’ve opted in to several newsletters to help keep me as up to date as possible on all things social and digital marketing.
This email though, really got my hackles up. Got me feeling a little bit ranty. In fact I unsubscribed from the list.
I do have to thank this marketer, perhaps with my tongue planted firmly in my cheek, for the idea for this post, however!
So, dear big name in the biz, this small timer would like to share a few thoughts with you.
Don’t Assume I’m An Idiot!
Consider your list carefully. While you might have your fair share of absolute newbs, it’s also a good guess that you’ve got some marketers with a smaller following, who are still fairly well established in the field.
With that in mind, stop with the schoolmarm shares. We don’t need you to smack our hand with a ruler for silly infractions. Why not? We’ve been in the trenches long enough to know better and your assumption that we don’t is ridiculous.
Dig in a little and share some useful professional knowledge, something beyond the basics that showcases your unique understanding of digital marketing practices and showcases your online clout. I mean, you’re an expert, right?
Your Way Is NOT The Only Way!
And shockingly, what works for you might actually make others shudder.
I can’t tell you how many “experts” I see resorting to sharing mindless fluff like the motivational quote, ridiculously off topic question, and cute cat meme variety.
Don’t get me wrong, I engage in the occasional #Caturday post and discussion, as I love my sweet feline beasties. But every day? No way.
I’m following you to gain some insights into better marketing practices and ideas. I can get motivational quotes and silly photos anywhere.
You certainly wouldn’t create a strategy for a client that included an overabundance of cute and kitsch rather than the sharing of interesting, informative and intelligent information that might actually result in leads and prospects? Would you?
Practice What You Preach!
if you can’t walk the walk, you shouldn’t talk the talk. Cliche? Yes, but also very true. And a tenet that many a smaller marketer will hope that you follow.
Don’t boast the benefits of the 80/20 rule then let me see your Twitter and Google+ feeds full of ONLY your own posts.
If you preach the idea that you should show appreciation for shares, then NEVER acknowledge those shares? You look like an ass. There, I said it. If you’re that busy, hire a staffer to monitor your mentions.
If I share your article every day, I don’t feel that you need to thank me for each and every one, but an occasional favorite and a short and sweet “thanks for sharing” message will go a long way to keep me sharing.
Shockingly, we notice when you don’t. And then we pay even more attention the next time we share!
Embrace The Real Idea of Evergreen!
We already talked about not filling your feed with only your own articles, but I’d like to take that one step further.
If you’re going to share only your own stuff, be up front about it. And more importantly, make sure the content is still timely, relevant, and – above all, CORRECT.
Sharing old articles about Facebook can REALLY showcase your lack of effort. Facebook has made so many changes over the years that you simply can’t just set up automatic sharing of all of your archived articles.
If a newbie reads it, they might do something that at present violates Facebook terms of service. And if a smaller, but smart and savvy marketer sees it, they’re going to ding you for sharing out of date information, not-so smart automation practices, and maybe even some hubris.
With That Being Said …
Let me state, loudly and proudly, that there are plenty of big name marketers more than worth their big name. These peeps know who they are because they walk their talk daily.
They engage in conversation and discussion with the followers who seek out and share their content and do not belittle those with whom they are conversing.
They respond to blog comments with a unique reply specific to the individual commenting.
They create new, unique, and compelling content each time they publish. There’s no rehashing of ideas already well discussed and debated.
I avidly follow many a big name and do my best to read and share (always read before sharing, even trusted sources) the articles and posts that appeal and resonate with me and my audience.
But to the big names that aren’t so savvily social, won’t you take a minute to think on what I’ve shared?