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.

Bowling for Business: The Write Stuff

This column first appeared on RIMOFTHEWORLD.net on and in the Biz Press on February 18, 2010.

Clearly convey your intended messag

No doubt you’re familiar with the game of telephone, where you whisper something to the first person in a line and then wait to hear how the message gets scrambled on the other end? According to the Guinness Book of World Records, the current record-holding “telephone game” whisper is, “They inherited the earth and then the army came and scorched it.” The final words passed on were “Mayfield College.”

I’m confident the folks at Guinness would reevaluate the record if they came to my home, since we unintentionally play the game on a daily basis. My husband’s instructions to Kaitlin to “Clean your room” are heard as, “Watch television all day long.”

My requests to Lauren to “Take out the trash” are interpreted as, “Make brownies and destroy the kitchen in the process.”

As a family, we’re working on refining the communication model. Brent and I have recently discovered that while communication theories like repetition, parroting and paraphrasing do no good, threats yield results. Miraculously, the girls accurately discern messages like, “Vacuum the living room or hand over your cell phone.”

The reason our teenagers pay attention to this type of message is because we have made it relevant to their world. By engaging them on their terms, we make them an active part of the conversation. I’m embarrassed it took so long to adopt the practice at home since we do it all of the time when it comes to writing website copy for clients at Mountain Marketing Group.

In real life and Cyberspace, effective communication boils down to understanding and speaking to your audience from their point of view. When it comes to marketing, this relatively simple concept is revolutionary. Instead of designing and writing a website that looks like a billboard, remember that the reason people go online is to gather information. That’s why it’s called the Information Superhighway. Your site should provide help, not hype.

For Free–

If finances are tight, write website copy, yourself, using the following tips—

  1. Personalize your message and involve readers.
  2. Be friendly. Use anecdotes. Don’t talk down to your audience.
  3. Let your passion about your product or service come through.
  4. Prominently feature testimonials.
  5. Be real. Avoid overly-technical explanations and corporate-speak. If you mean to say, “If there’s a problem,” don’t write, “In the event of an unsatisfactory experience.” 
  6. FOREGO EXCESSIVE USE OF CAPITAL LETTERS, BOLD TYPEFACE AND EXCLAMATION POINTS!!!!!
  7. Talk benefits instead of features. How will your product or service improve your clients’ lives?
  8. Leave your mission statement off of the homepage. Visitors don’t care.
  9. Include a guarantee or free trial.
  10. Proofread everything at least three times. Errors undermine credibility.

It’s exceedingly difficult to look at your own copy with objectivity. Left unchecked, your greatest asset, familiarity with your offering, can be a liability. So, after you’ve written the copy, run it by other people so they can give you their opinions. Be aware that friends and family will be biased. They already have at least a rudimentary understanding of what you do. So, try to get the verbiage in front of someone who has no preconceived ideas of your product or service.

On a Budget–

Hire a writer who specializes in creating direct response copy, which is designed to solicit a reaction that is both specific and quantifiable. An experienced writer will understand how to do all of the above and will be able to skillfully provide interesting information as well as a seamless call to action. And this is of paramount importance. After all, what good is a great website if it fails to improve the bottom line?

The Sky’s the Limit–

Hire a professional website development team, which will make sure your copy is stellar and that the artwork matches the tone and feel you wish to convey. A web team will eliminate the potential for your message to get lost in translation. And, unless you want to challenge the current record in Guinness, that’s a very good thing. Until next week, I’ll be Bowling for Business.