7 Signs Your Social Media “Expert” is Not So Social:
1. You ask them about measuring metrics and they say, “Metrics, metrics, we don’t need no ‘steenking’ metrics.”
Helpful Tip: Measurement of social media activities should be happening using tools like Radian6, HubSpot Grading tools, and some from Mashable’s list here.
2. Early on, you ask the expert how often you should tweet and they say, “As much as you like, just keep in mind never to do it in mixed company.”
Helpful Tip: See Guy Kawasaki’s post on Twitter Cluelessleness.
3. You search for the profile they were tasked to set up on LinkedIn.com and when you can’t find it, they say, “LinkedIn.com isn’t cool anymore. We set up your profile on Hookedup.com but you’ll need to lower your browser security to ‘hit that.’
Helpful Tip: Keep up with the actual LinkedIn.com blog for great insight on how to empower your profile.
4. You find the Flickr.com account they created for your company, but to your surprise it is populated with photos of horses named Flicka.
Helpful Tip: Use Flickr to build your brand online – see tips here.
5. You ask for strategic insight on what you should add to your blogroll and their answer is, “I don’t know, I’ve never tried that sandwich.”
Helpful Tip: See Dave Taylor’s timeless piece on blog rolls here.
6. They send you a large box of organic pea pods the week before the debut of 1st company podcast, with a note that says, “Only the freshest peas possible will do for your first cast.”
Helpful Tip: Read “Podcasting for Dummies” and Evo Terra’s blog to keep up with everything you need to know about podcasting and how it does not involve casting peas.
7. The expert says the best way for you to build online buzz and loyalty is to give away free pairs of shoes like that Zappos.com guy because everyone loves him and shoes always make people happy.
Helpful Tip: See Tony’s presentation on building real customer loyalty offline and online here.
Bonus: They rent a dog to do tricks in the background of all the company YouTube videos they’re producing for you. When you question their judgment they exclaim, “The better the tricks, the more the clicks.”
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This is a great collection annotated and put together by Guy, you must read it! I particularly like the one on Marketers that’s at the top of the list, “Our PR firm says it can get Walt Mossberg
to review our product.” It’s not clear who is dumber: your PR firm for saying this or your marketers for believing it. Walt reviews about fifty products a year, so the odds are not good that yours will be one of them. Certainly, no PR firm can guarantee a review.”
No PR firm can ever guarantee coverage. When you are working with a PR firm either online or offline, there are no guarantees of coverage. If they are a good firm, the guarantee is that they will do everything they can to bring your product, book, CD to the awareness of the folks who hopefully will pick them up for coverage.
If you’re working with a pay-for-play PR firm, it’s different and I’m not a fan of those firms that guarantee coverage or pickup depending on the amount you pay for each slot.
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Only have time for a short post but have to say that today’s highlight at SXSW was definitely the “Guy and Chris Show” for keynote.
What a wonderful opportunity each and every person had in that room to listen to two individuals who are driving the best of the best in all that is the Web and real conversation.
Much more later but here are some snippets:
1. Guy: “Will Free (Anderson’s upcoming book) be free?”
2. Guy: “I would not leave Twitter at this point – my followers would be unhappy. But Britney Spears blew by me (follower wise) in one day.”
3. Anderson: “I believe in paper – some paper adds value.”
4. Anderson: “Books matter – books still make sense.”
5. Guy: “I’m in control Chris.” (that was very funny.)
6. Guy: “I don’t want to sell myself, I want to rent myself.”
7. Guy: “I have an idea for you Chris – if people follow you on Twitter, they get a PDF of the book for free.”
8. Guy: “I just bought your book last week in Shanghai for 50 cents.”
9. Guy: “My test for spam is if I do it, it’s clever marketing, if it’s done to me, it’s spam.”
10. Anderson: “We have a love/hate relationship with free.”
Both Guy and Chris were very engaging, inspiring and illuminating!
The exchange on stage made me reflect on one of my favorite Jung quotes, “The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.”
Also look for an upcoming interview with Guy by my friend Steve Kayser of Cincom. I know it will be stellar.
A past interview with Guy - I did this interview for his book, “Art of the Start” – for the Must Read Business Books blog I created and wrote for 2 years at Allbusiness.com way back in the day. Of course now my name is gone from it – but that’s the way the content goes when you leave. It’s still a great blog though.)
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