Social media spam: Want to gain must pay

Guide: You should consider the publication of information as your right, not power. Broadly speaking, marketing is seen as an opportunity to help others, not as an excuse to disturb others.

My friend Eileen once had a cat with a gray stripe called Nimbus. The cat's biggest hobby is playing hunting games in the backyard woods and then putting the loot outside the back door of the house. Eileen Open the back door every day with all kinds of dead animals--chipmunks, voles, moles or birds.

But no one blames Nimbus, after all it's just a cat, and hunting is its instinct. Rather than those who manage their businesses in this way, Nimbus is a responsible performance-it can be a "marketing" to pick up unwanted and often repulsive animals and then surprise them into places that the host can see to show their abilities.

I've collected a number of business marketing methods that are like putting dead animals out of your house. Keep in mind that I'm not talking about illegal marketing, such as spam. What I'm going to talk about is the marketing approach that comes through marketing strategies that tend to be in the gray zone between illegality and legality.

Add a new contact to your enterprise's e-mail receive list: Shaking hands does not mean accepting

Have you ever met someone in a social situation and exchanged business cards with each other and then found out that the person has added your email to their marketing mailing list, and that his company will endlessly send you marketing emails? Have you ever done the same thing on behalf of your business? Add someone else's e-mail address to your company's mailing list? In many areas, people use this method, but this should not happen.

The right thing to do: contact your partner's personal email and add information about the service or product you can provide (must be at the right time). Or send an invitation to the other person to subscribe to your marketing email, and explain to your new friend how useful your product or service is to him. You can say this: after we had a conversation about organic farms, I thought you'd be interested in our weekly news emails about family chicken methods; I can add you directly to our email receipt list, and you can also click on the link to subscribe to it.

In other words, you have to be willing to accept your marketing emails. Don't take it for granted that the other person is willing to subscribe to your email-even if it's the most favorite chicken you've ever seen.

Automatic social media updates: Robots send information that doesn't appeal to others

I'm not saying that Automatic Updates will never help you achieve what you want to do, because automatic Updates can be useful in terms of the actual situation. For example, when you need to send the same blog post on multiple social media platforms, automated tools can help you do it all at once; many social media platforms also offer easy control center panels that allow you to detect the activity of your account. These are good automation tools.

But the problem arises when companies overuse automation tools and try to completely transfer control of social media accounts to automated tools. For example, when a business fails to respond to a customer's request on Twitter or Facebook on a timely basis (even if it is just a simple complaint), or when the enterprise is in crisis, the automation tool is likely to still be releasing irrelevant content that will incur customer dissatisfaction with the business.

The right approach: you should use automated tools to strengthen your social media marketing efforts, rather than relying entirely on it. There should be someone who manages all social media accounts, and it must be a real human being who can engage in truly effective conversations with clients and be able to detect and manage your social account activity.

Also, for God's sake, turn off the robotic automatic response on Twitter. That is, when someone pays attention to your account, the robot automatically sends "Thank you for attention" information, do not let them appear again. There is no sincerity in this information. In addition, this kind of information is completely contrary to the spirit of social media, it can not bring the attention to a one-to-one interaction.

Social media spam: Want to gain must pay

Social media provides us with the opportunity to direct contact with potential customers. Never squander this opportunity by ignoring the conversation or crossing the border. Don't be the "social media spam Sender" that anyone else sees, that is, people who only introduce their businesses or products. If you always send spam messages, the best result is that people don't talk to you, the worst result is that others are throwing bricks at you.

The right thing to do: If you join a LinkedIn team and want to get in touch with people in your industry, you should contribute some discussion topics and ideas to the group. If you want to get in touch with a potential client on Facebook, be sure to resist the urge to leave the company link on the other's message board. The general principle is to provide practical information, to help others, to create a "practical information provider" image.

Share your information too much: Personalize the business, not personalise it

Social media does give companies the opportunity to show more of their corporate identity. But it is undesirable to show too much or too little, and there is only one line between them.

The right thing to do: You should make your business personal, not personalized. Make sure that the details you share are not too private or overly detailed for the user community you want to build.

To produce content irresponsibly: publishing is a right, not a power

Many companies believe that "we are now information publishers"-but they do not understand the bottom line as a publisher of information. No matter what kind of content you want to create, you should learn from the real journalist.

The right thing to do: it's not enough just to think like a publisher, you have to have the same code of conduct as the publisher of the information. In fact, people who create content for their brands should be more disciplined than mainstream journalists, because readers will subconsciously doubt when confronted with the material given by a particular brand.

What does that mean? This means that no matter what you create, you should tell the consumer the original source of the argument (this source cannot be a blog post that simply introduces a sketch of a research project). This means that the news you share must be real, not the one you compiled in the conference room. This means you can't delete or ignore the negative comments your brand has received. It also means that you have to share something that really has practical value to your client, rather than just what is useful to you.

You have to consider the issue of information as your rights, not power. Broadly speaking, marketing is seen as an opportunity to help others, not as an excuse to disturb others.