Sitting here this morning working on tomorrow’s blog post for this series and there are so many circumstances I have seen or experienced over the last two months that are flooding through my mind. Trying to organize them in the best way that will add value and examples that can help you is the challenge.
In part two I want to dissect the scenario I reference in the opening post of this series. The new trend on Facebook where people are Image Tagging others. Let me be clear about what I am referring to here. I am not talking about spammers tagging you in the pic of the Nike sneaker we have all experienced. I am not referring to friends tagging you in pics because something is funny or you were at their house. I am not talking about people you engage with all the time and have a relationship with tagging you in pics that are relevant. I am specifically talking about the new trend of certain “social media” marketing types tagging large groups of others they rarely engage with and have virtually no relationship with in order to hijack the other peoples influence on Klout and/or manufacture engagement that has the appearance of effective.
The very next day this entire situation occurred, the same very inexperienced social media marketer who was replicating another name person’s activity of tagging people in images, posted a request for people to give them +K in social media strategy on Klout. Still frustrated, I commented on the Facebook status that maybe they should demonstrate the ability to develop and deploy one properly instead of asking people, and that tagging people in pics is not an effective strategy. They responded by just deleting my comment on the post and ignoring me. What’s more, the very NEXT day shared my part 1 of this series via Triberr, clearly showing they never read it.
Let’s start putting some actionable detail to things you can do to better ensure you are replicating behavior that will get you the results you need. Here are some questions to ask yourself if you are deploying a watch and learn method of social media marketing.
1) Is the person or brand whose activity you are replicating, actually driving the results, revenue and ROI that you need to make your social media marketing effective?
2) Is the person or brand whose activity you are replicating, have Klout scores and followers because they are truly effective the way you need to be or because they are a celebrity or excellent at driving blog traffic?
3) Is the person or brand whose activity you are replicating appropriate for the market you are targeting?
4) Is the person or brand whose activity you are replicating actually going to speak to my target audience, or is it really more effective at connecting me with my peers and/or competitors?
I am not looking to pick a fight with any social media people out there. My intent here is to get social media agencies and marketers that desire results to actually get them and more importantly the results that are inline with their needs and goals.
What are results? Well that depends on the goal and reason for your social media marketing. For some it is revenue and sales, customers or inquiries. For others it may be customer service or tech support. Whatever the goal, be sure that the articles you are reading and the people you are mirroring actually get the results that you are attempting to achieve, rather than just Klout scores and huge followings.
Honestly, Klout scores, topics of influence and large followings are easy to get. Actual results with in a social media marketing program is not! Please remember that…
In the next post I will get into some of the things to look for in people and behavior when learning social media and how to determine whether to listen to what and who you are reading.