Bowling for Business: How Not to Suck at Social Media

Take steps so you won't be a social media spoil-sport.

This column first appeared on RIMOFTHEWORLD.net on September 27, 2010 and in the Biz Press on September 30, 2010.

For reasons I will never be able to explain, in seventh grade, I joined the girls’ basketball team. I was just 5′ 2″ and about as athletic as an armchair. But, all the same, I woke up every morning while it was still dark and walked to Goddard Junior High School to stumble through drills and miss free throws. Although I sat on his bench the entire season, the head coach never learned my name. In fact, he even called me Jackie at our end-of-the-year banquet. Looking back, I wonder why my parents didn’t tell me I sucked. Didn’t they realize it is sometimes necessary to be Cruel to be Kind?

The same is true of social media. So please allow a departure from my regular column format this week. At risk of offending, I would like to share tips intended to keep you from missing the mark in your efforts to engage in social media.

Top Five Mistakes to Avoid in Social Media

1. Don’t ask connections to write you a recommendation on LinkedIn.

Sure, the option is there: “Can you endorse me?” But there is also a poke button on Facebook. That doesn’t mean you should use it. Instead of fishing for referrals, why not proactively write unsolicited recommendations for your own connections, thereby guilting the recipients into returning the favor? Once they see your glowing review, they will likely respond in kind.

2. Don’t tweet about what you’re eating.

If you aspire to leverage social media for business, eliminate the mundane. When it comes to your meals, unless you’re dining with Anthony Bourdain or ARE Anthony Bourdain and you’re trying deep fried monkey toes (eaten off the bone), your menu probably isn’t worthy of a post. That’s not to say it isn’t relevant to tweet or post about a good restaurant, an interesting dish or a great recipe. But, “had meatloaf again” doesn’t cut the mustard.

3. Don’t complain about your job, your boss or your relationships.

You might have had a rough day. But unless you want to be Debbie Downer, get over yourself. Using social media websites to complain is not only in poor taste but it can actually cost you your job. The now infamous Cisco Fatty incident is a cautionary tale about loose online lips sinking ships. A 22-year-old at UC, Berkeley, tweeted:

Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

A Cisco employee saw the post and responded with his own tweet:

Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the Web.

To keep yourself in check, assume everyone you know is parked in front of their computers reading your status updates and Tweets in real time. They probably are.

4. Don’t use your social media accounts to SPAM.

Does anyone really think that a constant stream of impersonal tweets that address half a dozen Twitterati saying, “Hey, you, check out this product,” will really attract anyone who cares? Have you ever read such an ad and clicked through to buy the product?

Abusing social media channels is as offensive as spamming email inboxes. At the risk of being redundant, let me remind you that social media is about engagement. You need to interact and react instead of blasting your message. Pay attention to what others in your network are saying. Be part of the community that cares enough to share. The most important thing to remember is that social media engagement takes time, just like building relationships in the real world.

5. Don’t be a lurker. Vote for your social media pet peeve.

This column was never meant to be a one-way conversation. So I would love to take the opportunity to invite you to participate in the discussion by suggesting point number five for this article. Please comment with your own social media horror stories. I would love to hear from you. What irritates you the most about social media?

Come on. You can do it. How else will we figure out how not to suck?

Until next time, I’ll be Bowling for Business.

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Posted on January 3, 2011, in Bowling for Business, Business Tips, Facebook, Internet Marketing, linkedin, Marketing Plan, SEO, Social Media, Twitter, Uncategorized, websites and tagged , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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