When using social networks for business is it good to have tens of thousands of friends on Facebook? Should you be following as many people as possible on Twitter? Do you need to connect with every single person you meet on Linked In?
When I went to college there was a guy I knew named Christian who attended the larger University in the city. Now he had a simple goal while in school. To get as much tail as possible. He was a simple guy. He didn’t want to be bothered with dating, buying girls meals or being the douche bag that buys a woman drinks all night to only see her go home with someone else. By his calculations there were roughly 15,000 – 20,000 women on campus. Every year the campus would lose and gain roughly another 2,000 – 2,500. He figured that if he just cut to the chase and asked every woman he met to sleep with him right then and there (whether he thought they were attractive or not) he would make out alright during his four years in school just based on the numbers alone. It would take some balls, but he was up to the task.
Most, if not all, of the aps out there being used for social networking have the ability to add friends, colleagues, followers, Plurkers or whatever. The philosophy most marketers use is the same old as dirt, tried and true Marketing 101 tactic of expose your brand to as many people as possible in order to get the filter down effect for your business. Connect with as many people as possible (which is extremely easy through social networking) and the numbers alone will generate some interest in whatever it is your selling or promoting. That’s why Super Bowl ads cost so much. The commercials are seen by so many people at one time the expense is worth the cost. Well, many business owners and self proclaimed social networking experts use a similar module of if you friend all of them, some will eventually buy.
Christian wasn’t best looking guy in the world but he was in reasonably good shape, funny and personable. His plan finally paid off for him about four months and 100 rejections in. He hooked up with a pretty college sophomore that had just been dumped by a guy she had been dating since she was a freshman in high school. When asked if it was worth all the hassle and embarrassment of the previous months his response was, “Hell yeah!”
The model of exposing your product, business or brand to as many people as possible has been around for as long as there has been marketing and the reason is because it does work. It works in print, tv, radio, direct mail and even online. But realize this, social networking is a new and different medium than we have ever been exposed to before. The dynamics are different than that of the marketing resources we have been dealing with for the last hundred years or so. Naturally, the first instinct of most marketing experts is to do what has worked for them on previous successful campaigns and apply it to this new medium. But this old way of thinking may not be in your company’s best interest.
Toward the end of my first year in school watching Christian hit on every woman he came across on weekends became quite a show for everyone that knew him. He was relentless. He truly didn’t give a damn what the women thought of him. If they said, “No” he’d just move on to the next one. It was akin to a small child asking everyone at a family gathering for a cookie before dinner until someone finally breaks down and gives them one. By the end of the year, from what I remember, he ended up hooking up with 3 or 4 different women using this tactic. After all the time and money he spent in bars (the place he found women would be more likely to accept this blunt type of offer) he felt it was worth all the rejections and considered his first year of chasing tail in college a success.
The point of social networking for business is exactly the same as real life business networking. It’s to meet people, get to know them and have them open up their contacts to you. In real life networking this process can take some time getting the trust built up before they start referring you business. In social networking online many times a person’s entire list of contacts is open to you the second they “friend” or connect with you. This really accelerates the process. You can instantly start corresponding with their contacts adding more and more “friends” at an extremely fast rate but is this really such a smart thing to do?
Midway through year 2 Christian’s tactics started backfiring on him. He began hitting on girls he had already hit on before. Sometimes this was due to the fact that he was drunk off his a$$ but most of the time it was because he had hit on so many the year before he flat out didn’t remember them. Then some of the girls started warning their friends about the creepy guy that hits on everyone. Some of ones that actually got with him also started telling their friends to stay away from him because he was a jerk and he started to get a bad reputation around campus. By the end of the second year he abandoned his plan because it wasn’t working anymore. Too many of the women he met already had a preconceived notion that he was just a player or that he was just a flat out jerk.
Social networking works both ways. You get to see all the contacts that every you know knows and they also get to see everyone you know. Savvy business people can tell when someone is really using the social networks to meet people and when they are just collecting contacts. Can you really correspond with 10,000 different people on a regular basis? How about 1,000? What about 100? Do you have the time in your schedule to follow up with hundreds of emails a week? You may counter with, “Some of those may be real people trying to business with me and if I didn’t have all the contacts then that person wouldn’t have contacted me in the first place” and you would be right. But what if you never opened the email because of the fact that the bulk of your “friends” send you so must spam and junk mail that you can’t keep up with everything. Or maybe, because you’ve received so many messages with pictures of Britney Spears’ gooch from all your “friends” through one particular social network that you don’t even bother to login to that one anymore. If it becomes too big to manage then you may miss more than you get and what happens to a business that doesn’t get back to potential clients? Those unsatisfied potential clients tell their friends. Remember, people are more likely to bitch about bad service to their friends than praise good service so be careful. With social networking this message can get out to many, many people very quickly.
Year 3 is when Christian’s tactics from his freshman year really came back to bite him in the a$$. He met a freshman named Kat that he had become smitten with. They started hanging out a lot and the time came when Christian wanted to get serious (in a dating, not sex way). Now while he was courting her she was also hearing the stories from other women around campus. She eventually told him that, even though he seemed like a nice guy, she couldn’t get serious with someone with his reputation and dumped him.
Many of the social networks have games where you earn points, or karma, or prestige for connecting with as many people as possible. They will also reward you for joining groups or getting others to sign up. This is in their best interest, not yours. Connect with people that will help you achieve your business goals. It’s better to have a smaller, controllable network than to have something that gets out of control where you can’t follow up with people that may want, or need your services.
One of the most written about success stories on social networking is President Obama’s social networking campaign he ran during the election. He had hundreds of thousands of people following his every move. He got his message out to millions of people online. But there is one other thing… He also had an entire staff of people running it for him. Social networking is about connecting with lots of people but you have to be able to manage it. So make sure you don’t just become a contact collector. Make sure you can actually correspond with your network.
Your business isn’t a game so don’t treat it like one.
Jayme Ward is the owner of Digi Donkey, an Internet Consulting firm located in Historic Cocoa Village, Florida.
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