Following up on yesterday’s post about social network marketing is just like spam, I’d like to expand on that discussion. BTW, this topic has generated a lot of discussion in several of my LinkedIn groups, so I think I’ve hit a nerve.
What is SPAM?
According to Wikipedia,
Spam is the use of electronic messaging systems (including most broadcast media, digital delivery systems) to send unsolicited bulk messages indiscriminately. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, wiki spam, online classified ads spam, mobile phone messaging spam, Internet forum spam, junk fax transmissions, social networking spam, television advertising and file sharing network spam.
Although not directly stated here, I think the key aspect that makes something spam is its lack of value to any constituency that receives the messages.
SPAM on Social Networks
This seems to be an increasing problem across networks. Consider the following from Twitter:
Finally – A Top Secret Way You Can Get Google� AdWords Pay-Per-Clicks FREE http://is.gd/dFlum
Century 21 Real Estate Corporation: Agency with franchised offices throughout the United States, Canada, Europe, L… http://bit.ly/9ZeWGx
-This is a system created for one reason and one reason only….To make YOU money as an affiliate marketer. http://bit.ly/IMD-emons
And these from LinkedIn groups
FREE Whole Brain Thinking video available on Tony Buzan / MIND MAP India group !
Very Low Interest funding program with 100% LTC from 10MM Real Estate Projects (Principal Only Please)
Do these posts constitute SPAM? I’m not sure everyone would agree, but IMHO, these seem to reflect spam. They appear to be unabashed efforts to make money without any regard for giving back to members of the social network. This tactic appears to evade any sense of community, that tit-for-tat which is the backbone of social networks.
Of course, not all spammers are so overt. Many posts and Tweets appear helpful and informative on the surface, but once you click on the link you’re overwhelmed with marketing efforts and little real information. I’m even starting to get direct messages on Twitter stating I’ve won an iPod and sending me to a link to retrieve my device.
Spammers have even invaded second life and other social networks with their billboards and other elements that don’t contribute to the community.
The Implications of SPAM on Social Networks
As a member of the Social Media Marketing group commented, the level of spam makes it harder for legitimate social media marketers to stand out. Their messages get drowned by hundreds and thousands of SPAM messages. This not only dilutes efforts by legitimate social network marketers, it reduces the number of people in these networks, as people leave in disgust over the level of spam.
Possibly as a result of the SPAM issue, Google Adwords has seen a significant decline in revenue as advertisers reduce spending in response to low consumer click-through rates.
As I mentioned yesterday, I truly think social network marketing is headed for a shake-out similar to the one faced by dot.coms in the late 1990s (BTW, I also predicted the dot.com shake-out 12 months before it happened). There are simply too many spammers and others who lack an understanding of social media and/ or marketing and don’t have a strategy for success, just as happened to precipitate the dot.com failures. There’s a basic lack of understanding of how to “do” social network marketing. Hopefully, just as happened to the dot.coms, the crisis will get rid of those weak elements and provide direction for those who are attempting to master the art of social network marketing. I think social media is a viable means to market to your customers and, like the internet as a whole, will return stronger than ever after the shake-up.
Solution to the SPAM Problem
First, get spammers off the networks. Network owners like Twitter and LinkedIn need to be more vigilant in getting rid of spammers. Social network members need to be proactive in reporting abuse of the network by spammers.
Second, make sure you’re not creating spam. If we accept my definition of spam as lacking value, then the key here is to develop a marketing strategy strong in creating value for customers, visitors, and prospects. Trying to push product sales, multi-level marketing, affiliate programs and other types of transactions should only be a minor part of marketing strategy. Marketing strategy should focus on understanding members of the social network, taking steps to gather and disseminate information they will find valuable, engaging with members of the social network to offer advice and support, and other community building activities. The information should be unbiased, honest, and not self-serving. No one wants to hear you brag about your accomplishments day after day. Give someone else some recognition. Only then, might you be granted permission to sell your network something.
About Angela Hausman, Ph. D.
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Thank you for such a good blog. This is what I looked for.
Hi Hausman.
I apologize for my poor Grammar as English is not exactly my first language. Your post had really intrigue me to post my comment, so here it goes….
I believe that one of the reasons with the dot com and up coming Social Media shake-down as you predicted, is a lot of marketers and business had take the convenience way out on getting the figures up and high. More Exposures, More Clicks, More Hits….etc. What they had missed is how a user on the net is really looking for.
As soon as someone’s success using a new social media platform goes to the headlines, I will find all kind of conversation around talking about how easy and how fast we can succeed using Face Book, twitter….etc. They will talk about how who and who got how many Fans, how many followers, how much and how fast they had made. But seldom did I hear on how these successful people had provide so much value, real value to their fans and followers or whatever before they arrived at where they are now.
Figures as far as I concerned still play an important role in marketing, but for an online presence and especially social media marketing, it certainly have it’s limits.
To sum up my thought,here’s a little piece I wrote
(Again, I apologized for my poor English)
*******************************************
I was lead to this site from your Twitter DM Follower Reply
when I was deleting my in-box & came close to pass you by.
I am Glad I didn’t just walk by by instead follow the sign
Guess this is what you mean of a social media spam
When a brilliant site like yours mistook as a scam
Depriving me from a good read here to become your fan
I think we all need a shake-down on our misinformed perception
before the social media shake-down arrive in your inevitable
prediction
Forget about Target Market cause we are not targets
but humans to be treated with respect.
So stop wasting your time to get our Attention
but provide us with your pure and sincere creation
Do just talk about your market share but instead try
to captivate our Ever Expanding Mind Share.
For we do not need more added value,
instead we only want real human value!
For we are tired of having false hope,
and only want to contribute and give hope!
Intrigue Us! Inspire Us!
But Pleaaaaaaaase…..Never Never Ever Patronize Us!
************************************************
Thank you for your patience and a fantastic post you have here.
Cheers
Jason Ser
Jason:
I’m so thrilled by your comments and your English is excellent. I think you really captured the essence of what I was saying in my post. Everyone seems to have a get rick quick scheme or a way to get 1000′s of followers using robots, but they’re missing the essential element that makes social marketing work — its social. If you don’t interact with your followers, think about what THEY need, what they want and then give it to them, you’re missing the boat. This post has really resonated with folks, as its generated a lot of feedback here, on Twitter and LinkedIn.
I blog pretty much every day on marketing topics, I’d be happy to hear your suggestions for future topics. I also host a segment entitled “Ask a Marketing Expert” every Friday on facebook at http://Facebook.com/angela.hausman. There anyone can post a question and have it answered by one of hundreds of marketing experts linked to my network. Join us on Friday to post whatever marketing questions pop into you head and see if you can stump the experts. If fun… its free … its Friday.
Glad to find some folks that share some of my perceptions about social media. I’m in the middle of a series on the dot.com bust and the upcoming one on social media and there’s some other articles related at
http://socialmediabust.com/social-media-topics/25-future-of-social-media.html
I’d love for you to drop in and share your ideas there, too.
The issue is there’s a basic catch-22. In order to stay in business social media platforms need to commercialize. If they commercialize they lose their core adherents because they change the experience. If they can’t monetize they go out of business. If they alienate too many people, the go out of business.
It’s obviously more complicated than that, but the trend is clear, and that’s one of the things I’m writing about.
Thanks for commenting. I went to your site and I think you make some very valuable points. I’ll stop back tomorrow when I have more time and post some ideas related to your thesis. Be sure to visit back here again, too. I blog on a variety of marketing topics and would love to have your feedback on other topics or to have you suggest topics for new posts.
I also host the successful series “Ask a Marketing Expert” every Friday at http://facebook.com/angela.hausman. I have hundreds of top marketing experts linked to my facebook. Post a question, then return to see who has answered it and what their advice is. Remember, its fun… its free… its Friday.
Hi Angela,
Thanks you for your compliment.
I am sure to check out your face book, but only at my home.
Believe it or not, my company blocked any site, link with the words facebook. Some Higher management says that we should not be on face book during our work. But our boss could check on google news for stick market info and we can use all kind of msn messenger freely?
They don’t get it. But I don’t get them either.
I really love the info you provide here. They are great.
Cheers
Jason Ser
Jason:
Sorry to hear your company won’t let you use Facebook at work. It’s very arcane, since Facebook is so much more today than ever. Not only can you use it for business, as I do with my “Ask a Marketing Expert” segments on Friday, but it can help build stronger business relationships by sharing more with colleagues and suppliers. I actually wrote something about this on Squidoo at http://www.squidoo.com/marketing-in-social-networks-at-work.
Please send me your questions or suggestions for topics for my blog. Keep in touch.
Hi Angela,
Apologize for replying you til now. Got so much going on for the pass 2 weeks or so. Just pop over and read your Lens at Squidoo. Awesome! I had posted a comment there. I had left my facebook pretty much on “solitude” for months, but had decided to use it to promote my current True Calling Project [Some Kind Of Powerful] at hand.
To be honest, my knowledge about FB is rather shallow and may need to take some time to get the hang of it as I go.
Thanks again for your informative content. I will be writing a post on my personal blog about this post you have here and hope I can joined your FB event soon
Cheers
Jason Ser
P/S: I recently received a rather “in depth” from a friend of mine, called Peter Beckenham, on a section on my personal log called [Marketing Black Box]. I tried to reply him with 3 separate post but find in rather taxing, and would love your help to add a view or 2 on his reply. It will be my honor but I leave it to your free will.