Monday, November 23, 2009
Cogito ergo DM
Or should it be "DM ergo sum"? Regardless of the Latin, there's a point to made. As a marketing professional, i often have forbidden fruits dangled before me.
"I've produced an algorithm."
Is usually the first sign of trouble in Social Media. Followed quickly by the words "Viral" and "Blast". All of those connote a detachment from the wondrous teeming, bubbling, and ever evolving mass that is Teh Webz and how, despite the technology and ways of "tricking" people into receiving your message, there is nothing as powerful as a loyal customer spreading your message of his/her own accord. As my dear friend mAcslost said, "What is the ROI on a friend that helps you move? What's the price on that long term relationship?"
So true. Like any friend, a SM professional needs to know what favors to ask and what is too much of an infringement on their relationship with their followers. We often walk a fine line, understanding the necessity of mass e-mails but not wanting to go into the SPAM folder. Needing to reach out, but not be so callous and so to the point that your customers learn to disregard your message.
Two things reared their heads this previous week that I'd like to address. Both were tempting in their effectiveness and both I ultimately passed on, simply because I am personally uncomfortable with how intrusive they are.
Firstly, i had myself an apoplexy when i received a DM to my company's Twitter account from one of our competitors. "You have been invited to (EVENT DETAILS)"
I was livid. I received that message on my phone, in my E-mail, and on my Twitter. 3 messages at once from my competitors made me angry at the invasion, and jealous that their message had infiltrated so entirely. I looked to my SM peeps to validate my outrage. By a huge majority we all agreed that a mass DM was considered "Twitter Spam" and would ultimately damage them more than help. Officialy, you give people who you follow the right to DM you, and they are within their rights to do so. However it is in bad form, and a breach of "Twettiquette". Though I sit here in my SM tower and cast judgment on their SM fumbles , though our SM community dwarfs theirs in numbers and community involvement , I also know that their one Spammy, BS, DM was seen by every one of their followers. The temptation to follow suit is enormous.
The second was similar in nature. Text message marketing. I know people must opt in, I understand that its highly effective, I just don't like it. I think our brand needs as much goodwill as possible and douchey marketing like Texting, overzealous E-mail "Blasts", and "Twitter Spam" are harmful to our image.
Ultimately, it's a personal decision for SM professionals. For my money and many of the people that i work with, goodwill, respect, and a knowing nod to our community acknowledging that we "Aren't like THAT" is worth more than the potential returns from such direct and aggressive advertising. There are people who market by wrapping a building in their message, there are people who buy electronic billboards, there are those who blast and spam and plan to "go viral". I am not one of them, and my brand will not suffer those indignities. We aim to build a community out of respect and goodwill. We will talk to our customers when we e-mail them, and direct message them, we will not be talking at them.
That's just how we roll.