We think writing for social media is a major career opportunity for the future. So much so, we’re developing a Writing for Social Media course (coming soon!).
One of the major tenets of social media, though, is to stay on the right side of the “creepy line.”
Pardot Automation’s Laura Horton, writing for VentureBeat.com addresses exactly this. She outlines some key considerations for social marketers who want to honor the most important social factor: the relationship with the audience.
http://venturebeat.com/2011/09/18/marketers-dont-be-creepy-with-social-media/
Among Laura’s key points:
Be helpful but not pushy
Our take: An awful lot of social media, especially on the commercial side, descends into meaningless chatter. The person – or brand – that actually provides something helpful may find the golden key to breaking through the clutter.
Be a thought leader, if you can
Our take: Thought leadership is a function of finding an unfilled niche. Everyone knows something important. Everyone has an angle on a problem or issue. Everyone has a unique story to share. Sadly, if you watch your Twitter feed or LinkedIn profile, very few people do. Stake your territory and share your ideas and you might just break through, big time.
Be careful what you say, even if you know a lot
Our take: We’ve mostly reached the tipping point where we can know too much about one another online. It’s absolutely creepy to find out that a complete stranger knows whether or not you attended their Webinar, or if you visited their sales page without buying. Tact and discretion go a long way in life. And in social media.
Reach out if you see active interest in your brand
Our take: Be careful about the way you read “active.” There’s still a lot left to be understood about independent brand advocacy. Is that person singing your praises on Twitter because they want your attention, or because they don’t? On the other hand, it’s a gold standard of customer service to reach out to people who use social media to trash you.
Stay on top of social marketing best practices and trends
Our take: Platforms and preferences change, but the basics always apply. Don’t be creepy!
One important point: Laura’s company, Pardot, offers “marketing automation.” They number some big players among their clients. Not surprising but encouraging that they encourage and share best practices.