This post is actually about a Tweet I received late last night and really rattled the bones in my Social Media carcass! Who is judge and jury when it comes to Social Media etiquette and how come some people can get it so wrong??
But lets start at the beginning on this Social Media journey, shall we?
As you may know from previous articles, I am really getting to appreciate Facebook groups and the way they can help the marketing of any business and on many levels.
If, by chance, you are into Social Media and your focus is either on construction, property development or any related trade or service, you really should join our Construction Social Media Marketing group on Facebook. The group is 2 days old and already has 26 members.
I started the group based on realising that Facebook actually offers MUCH MORE to any business than I initially thought. I know that Facebook groups are a fairly new concept, but the scope they offer for communication and engagement is MASSIVE.
A company called Copper Wire Strip from Basingstoke, here in the UK, joined the group and asked us, ‘ hello could you market this product?’
Sure we could, this is exactly what we do and in fact, simply by posting a comment on the site, the product was being marketed already. OK, Construction Social Media Marketing may only have 27 members (just added a new one!) but how many other people do the 27 members communicate with on Facebook, Twitter, YouTube, LinkedIn, Posterous, StumbleUpon etc. on a regular basis? That’s quite hard to determine accurately, BUT I am currently connected to 103 people on LinkedIn and the 103 are connected to a further network on 4,431,043!
That’s a lot of people, that’s quite a network and therefore, I imagine there’s a good chance my group could present Copper Wire Strip with a potential audience of over 1,000,000. Of course, Social Media pundits might say, ‘Not a chance!’ these 29 people (just added 2 more) can’t guarantee such an audience and the pundits might well be correct. But, who cares? Maybe the potential audience is only a fraction of that, but I’m sure that Copper Wire Strip would still be happy with a potential audience of say, 100,000 people?
If I had an audience of 100,000 just because I’d joined a Facebook group and sent a 6 word communication, I’d be over the moon! That’s cost effective marketing and there’s a MASSIVE ROI potential.
OK, you might say, but suppose no one is interested? Who cares? It has cost nothing and the ‘campaign’ took 2 minutes! Sounds like a pretty good Social Media marketing campaign to me! Plus, I am 100% sure, that one day at least one or maybe 2 of these 29 fellow Construction Social Media Marketing members will need or have a friend or contact who really needs a Copper Wire Stripper! The group is predominately made up of construction people, so it’s the perfect target audience! This is low cost, very well targeted, good ROI marketing; isn’t that exactly what Social Media marketing is supposed to be all about? No long boring meetings or consultations or anything like that were involved, a quick decision (and a good one!) to join the group has now got the product, potentially, in front of 1,000′s of people. This was a great strategic move, NOT a random act of marketing and it has (potentially) paid off BIG time and if nothing comes of it apart from a bit more Traffic to the Copper Wire Strippers Blog and website, that’s OK, it’s still cost effective!
Here’s a quick YouTube video demonstration showing you exactly what the Copper Wire Stripper does and how easy it is to use. There’s very BIG money in scrap metal nowadays, anybody involved in construction will know this!
This has been a great marketing opportunity for Copper Wire Stripper!
The Copper Wire Stripper company has a BLOG too, a Facebook business page, is a member of Facebook groups and has videos on YouTube! Social Media marketing certainly seems to be working for some forward thinking construction companies! Seems to me that being an ‘early adopter’ most certainly pays off!
OK, Copper Wire Stripper shows us exactly how it should be done, cost effective Social Media marketing at its best.
Now I’ll continue to explain my experience with the auto-response Tweet accusation.
I am an avid reader of all things Social Media, I’ve got well over 100 favourite pages on my personal Facebook account and they cover just about every subject relating to Social Media and construction. (Maybe I need just a little more construction stuff? Suggestions and recommendations welcome from all my Facebook group members) I am very happy to provide my friends and colleagues with easy access to my Social Media library.
Seth Godin, Brian Solis, Michael A Stelzner, Darren Rowse, Dan Zarella, Cory Shanes, Yusuf Chowdhury, Social Media Today, Klout, Harvard Business Review and lots more quality people grace the page. Based on the very positive motivation of helping more and more people understand the real benefits of Social Media marketing, I decided to let ALL my followers on Twitter have the opportunity to join me. Why wouldn’t I?
Makes sense, right? Use Social Media to announce the use and implementation of Social Media. Surely this is the whole principle of Social Media, communication and engaging with people? Not hassling or interrupting people that have little or no interest, but simply carrying out a little permission marketing. After all, these people were following ME and I felt that I had every right to say, ‘Thanks for following, into construction & social media marketing? Why not join our new Facebook group http://on.fb.me/gyVe7L
I was pleasantly surprised by some of the good comments I received in return. I must confess that not all the Tweets I sent were fully personalised, but nevertheless, I spent a long time deciding who to include and sending them out 1 by 1; about 379 followers were involved. I must add that this exercise also enabled me to stop following some of my less relevant ‘followers’. Quality is my aim, people involved in Social Media and Digital marketing with a focus on construction, property and related businesses are the ones I want to ‘engage’. I did actually stop following a few people and I’m sorry, but comments about Justin Beiber, keeping slim and hair extensions are nothing more than an unnecessary distraction!
During the course of my Social Media engagement, I received a Tweet saying, “using auto responses is not in the spirit of twitter, sorry, unfollowing” and this was sent by a company that is apparently an authority in the field of Social Media for construction!
I’ve since found out more about the company/organisation/group concerned and I actually know these people very well; I communicate with them regularly, I’m connected to them on LinkedIn too and they know LOTS of Social Media friends of mine! They are very well respected figures in the Social Media and construction world! This is very awkward and embarrassing, but I can’t stay silent, I’ve got to ask the inevitable questions.
- Who decides what’s acceptable Social Media etiquette?
- How do people know if a Tweet has been sent automatically?
- Why would you get upset by someone saying ‘Thanks for the follow, why not join me on Facebook’ particularly if they are in the same sector, focusing on all the same subjects?
Now I know who I’m dealing with, I’m tempted to say nothing, but that’s just NOT me; that’s NOT my style. I don’t want to be ostracised by Social Media and construction people throughout the UK (or the world!) for simply pointing out a small mistake someone made. However, I feel this subject raises some good points so ‘publish and be damned!’. (Quote courtesy of the Duke of Wellington)
So, Social Media etiquette, who gives a Tweet? Me, I really do give a Tweet! But I hate to witness injustice in this world. I hate spammers too and certainly don’t want to be thought of as one!! But who decides and how?
I’m just a construction marketing guy who totally believes in Social Media and agrees with Seth and Brian (and lots of other people). Maybe some kind of tech type person can enlighten me?
I bet I get pointed to loads of Blogs and books about ‘Social Media Etiquette’!
If anything has come of this, the Facebook Construction Social Media Marketing is growing (30 members now!) and Copper Wire Stripper has started his new marketing campaign, even though he might not actually be aware of it.
I really hope that the anonymous ‘unfollowing’ Social Media and construction people don’t hate me for speaking out, I’m only trying to prove that we must be careful with these ‘new’ Social Media platforms. (They are still following me, maybe they realised it was a genuine Tweet?? Why not let me know with a quick Tweet?) As always, with all things ‘new’ we MUST NOT assume things and if we do, perhaps, at least initially, we should give people the benefit of the doubt?
If you want to know more about Facebook groups and Social Media and how they can help your company, please call Peter on 01473 435 308 or email email@example.com
- Can Facebook Groups be an intranet option for smaller organizations? (e1evation.com)
- Facebook And Twitter Users Are More Active In Groups (webpronews.com)
- Secrets of social media and search for small business marketing (techburgh.com)