Here’s where we get a little snobbish. Reddit has never been a good place to promote your own interests unless you’re a celebrity. That’s all there is to it.
This stems from a heartfelt plea from James Andrews. He made some incredible points. He deserves to be able to promote his new website, especially considering that it’s promoting indie bands, they get most of the money, and charities get money from the endeavor as well. Others with similar sites have been allowed to self-promote. Why can’t James?
I remember the first “social media is dying” post that I read. It was early 2008 and MySpace was already showing signs of starting to implode upon itself. The article I read (wish I would have saved it) gave a very compelling argument about how social media was a fad and that privacy would eventually prevail once the glow of the “look at me” mentality that drives social media wears off.
It never did. It never will.
There’s no going back. Social media is the ultimate legal voyeurism into the lives of those we care about, whether we like them or not. We can see what our old high school friends are doing now. We can monitor the activities of our friends, family, coworkers, and anyone else of interest. We can keep track of the news as it’s unfolding, not told by a news anchor but told by the reactions of people we may or may not know.
When I first started playing around with social media marketing back in 2007, it was new, fresh, and wonderful. I created this blog to keep my thoughts in order, to have a central point through which to post all of my content, and to build a brand that could eventually become a company of its own.
Things change. Directions change. Elements of our lives that we once considered to be important become secondary in the blink of an eye. For me, Soshable has been one of those aspects of my life that fell by the wayside. My focus on automotive social media marketing has allowed me the privilege of forming a strong company with a bright future that takes up way too much of my time and my former blogging stallion was put in the barn.
That is changing. The good part about having a company grow is that you can start to hire people to do much of the work that you had to do in the beginning. Things that took up all of my time when I started my company less than a year ago are now superbly handled by a team that makes me look good. Time is opening up. Needs are growing, but in different directions. It’s time for Soshable to erupt into what it once was – a place where I and other authors promote the best practices available in social media.
It doesn’t need to be a social media blog. It needs to be thesocial media blog, the one that it once was and that it can be again. Thankfully, it’s not like a boxer coming out of retirement. When a volcano erupts after being dormant for a long time, the fury is often greater than it every was before. That’s my hope. Bring the marshmallows. We’re about to spew some heat.
As a good chunk of the internet is finally starting to switch to responsive websites, let’s put another nail in the unresponsive website design coffin. For social media, consistency between mobile devices and desktops is imperative.
Sites like Facebook, Twitter, and Pinterest can send a good measure of traffic to websites, particularly if appropriate campaigns are being run on them. Creating landing pages that are “social-appropriate” can be a challenge when there are two variations of a website running, which is the case with adaptive websites that present different pages for the same URL depending on the device through which they’re called. If the goal is to send traffic to the website through social media, responsive is an ideal solution.
When it comes to marketing (and just about everything else), there are right-brained thinkers and left-brained thinkers. The right-brain thinkers are more subjective and often more creative and would not like the concept of social media having two options. It makes it too black and white. Left-brain thinkers are guided by logic and wouldn’t necessarily believe that there are only two categories in social media marketing. In other words, neither type of person will likely agree with the assertion of this article, at least not at first.
One can make an argument that there are definitely multiple sub-categories, styles, and strategies that go into social media marketing, but there are really only two stances that businesses should take. These two categories can be called “outbound” and “inbound” social media strategies. They shouldn’t be confused with inbound or outbound digital marketing strategies. In the case of these social media categories, we’re being a little more straight forward than that.
There’s a saying that goes something like this: “Give me the baby. I don’t need the labor pains.”
This definitely applies to modern digital marketing and advertising. It’s actually contrary to certain trends. Faster internet connection, faster mobile devices, and a resurgence of multi-step digital processes point to the concept that perhaps we don’t need to be so focused on getting to the point, but the other factors point in the other direction. Most notable of these factors would be the fact that people have been forced to jump through hoops in the past and those who emulate this same process will not be rewarded.
There was a dream that was Rome. You could only whisper it. Anything more than a whisper and it would vanish, it was so fragile.
Okay, so that’s not really original. Any opportunity to plug in a line from Gladiator, I’ll take it. Despite the overly serious tone of the quote, it plays well with the dream that was social media. The idea of having a set of free venues through which businesses could interact with consumers and the consumers could interact back presented itself as a grand concept to be desired and cherished. Unfortunately, the dream is dead. Success on modern social media requires one of two things: serious fame or cash invested.
I get it. I understand the need for more content to serve to an ever-growing flow of content consumers. The art of recycling content is important, particularly on sites like Twitter where a piece of content can and should be used multiple times in order to get the message out to everyone. It’s a chronological feed, after all, and posting it once will only get it seen by an extremely small portion of your audience.
With that said, it’s getting out of hand. I have been finding posts that are months old and no longer relevant hitting my feed from car dealers around the country. There’s a limit. Old news is old news. In the case of the Tweet above, the article posted on Twitter by a Toyota dealer on March 30, 2014, is a link to an article from July 4, 2013. That’s too long for this type of news.
When recycling posts on Twitter, here are some things to keep in mind:
Is it relevant? Old posts are find if there’s context that makes it work today. For example, posting an article about Tesla’s early days in trying to launch with dealerships would make sense to post considering their current stance.
Is it timeless? Some posts, particularly advice posts that give the reader information they can use today, can be posted up until the point that they’re obsolete. An example of this would be a video that demonstrates how to change the batteries in a key fob. Until they change the way you open the key fob, it still makes sense to post for months, even years after the original.
Is it nostalgic? There are times when old posts are even better than new ones. A picture of an old Honda ad from the 70s would play well to show how far the company has come over the years.
Has it been posted very recently? This is one of my biggest pet peeves. If a post comes through today that is just a different wording on something posted yesterday, than it’s not acceptable. The exception: timely events. If you have a big sale or charity event this weekend, then posting a different variation of the same thing over and over again is acceptable and demonstrates focus on the event.
As more companies use content libraries to keep the feeds flowing, it’s important to keep in mind that the libraries must be refreshed. They must be pruned. In the case of the post above, it’s simply not acceptable. That was news for about a month. There is plenty of content out there in the form of current news about every manufacturer and the local area. Don’t get stuck beating a dead horse with your posts.
There’s a disturbing trend I’m seeing in the automotive industry when I visit websites. Perhaps it’s been like this for a while and I simply took my eye off the chat ball. When I see chat windows that instantly prompt for the customer’s contact information, it makes me cry a little inside.
This isn’t what chat is supposed to be about. I’d love to have that debate with anyone. Chat is an alternative means of instant information. In other words, it’s more akin to phone calls than to anything else. If you believe in having a barrier of entry for your customers to chat, then you should have your receptionist answer the phone with, “Thank you for calling XYZ Motors. Can I have your name, phone number, and email address, please? No? Okay, thank you for calling.”
Don’t worry. This isn’t one of those “feel good” stories about how social media is all about interacting with your local community. That part’s true, but you should know that already, right?
Today, let’s go over a quick explanation of how social media algorithms, especially Facebook’s, work and why you’re actually hurting your local page’s chances of being seen by having too many people outside of your local area liking your page. It isn’t just a matter of them not being interested in your content the way that locals will. It is an algorithm play that can actually prevent locals from seeing your posts.