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Social Media Should's and Should Not's

Life is shaped by rules. Some we can deal with others we resist. Some rules are designed to benefit us and others are designed to control us.

Everything has rules spoken and unspoken. It is up to us to determine which rules apply to enabling us to accomplish things and which don't.

Social media does have rules and most of these rules are reflective of "how" people intend to create social capital with their markets. Markets are conversations so your conversation either builds capital or uses other peoples capital. Using other peoples capital can get you a short distance but building your own capital will give you value in the long haul.

So if your intent is to build your market with your own capital there are some things you should do and things you shouldn't do.

Here is my list, for what it's worth, of what you should and should not do with this things we call social media.

Should

Develop a social media strategy before you jump in. Understand who,what,where, when and how you intend to create value for your audience. Not having a strategy is akin to not knowing where you want to go and how you'll get there.
Learn the difference between advertising and convertising. Not knowing means you are likely to fail.
Understand what your market is seeking and give them that which they want and need. This will require constant listening before you act.
Think about long term impacts rather than short term gains. This isn't a sprint rather a marathon that never ends.
Throw out institutional and corporate speak. Learn human terms. People will reject corporate speak and slick marketing campaigns.

Should Not

Don't outsource your conversations. Engage your own people to engage with your market but first learn to engage your own people
Don't push rather learn to pull. No one likes pushy people
Don't think of your audience as targets. Think in terms of relations
Don't try and trick or catch people. Rather think about engagement and experience
Don't even begin to use social media until you first consider your existing cultural barriers that may be the enemy of any social media strategy

The market of conversations is a different market and mass media doesn't work in this market. The technologies enable mass reach but reach isn't for targeting rather it enables relational dynamics for engagement with people. The technology is easy. The process isn't. Get it?

Do you understand the basic's of Social Media?

Social Media Basics For Executives

View more documents from Tim Ho.

Tags: capital, commerce, conversational, currency, deragon, economy, innovation, integration, jay, media

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Comment by Lori Johnson on January 8, 2010 at 5:45pm: Great ideas. I agree with your points except for Don't #1. At some point having help may be crucial and these days outsourcing is a changing game as well. When I think of outsourcing for social media I wouldn't call it that. I call it hiring virtually. Of course now I would call it that because I am a virtual worker. As such the companies that I help with social media contract with me to help them do just what you said in Do #1. But I think many virtual companies like mine understand that we must also do what we preach. So virtual company must become just like a regular part of their organization. The virtual entity must be one that is signing on for the long term with an eye toward really immersing themselves into the company's cultural and learning all they can about them so that when they engage with the companies clients it can be authentic. Not like temping. The company should build their relationship with one virtual worker (a particualr person with a name) not any one who is available. I hope that makes sense the way I am writing it. The long-term, day to day interaction with the virtual worker is what spells the difference.

Don't #1 is quite correct though in pointing out that it is so much better when the head person is engaged in the social realm too. So still the company's challenge is to create an atmosphere of "it's ok to be social here" among their own employees and only bring on virtual workers who will invest whatever time is needed to be a part of the company's culture to understand what they do and be able to engage with the company's customers intelligently. And of course, they must be nice. :)

Comment by JoeM on January 5, 2010 at 11:40am: Great photo up top. HA HA HA. In any case, yes, your points are well thought out and totally agree with them the should not's are pretty obvious but some people I guess still need this hammered in their head.

Comment by Lucy on January 3, 2010 at 10:12pm: I agree, those Should Not's are crucial. Nice slide show presentation as well. THANKS!

Comment by Rory on January 3, 2010 at 7:44pm: Incredible post! The should not's everyone should read over and over. If we all look at the social media by companies, you see these mistakes over and over.