Fast Company created an infographic that compiled 36 rules of social media embraced by various digital strategy leaders.
You could view the visual infographic by clicking on the graphic below, but I typed it out for easier reading.
- If all you do is respond to complaints, that’s all people will send you.
- Stop and ask – would an actual person talk that way?
- Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.
- The consumer is out for himself, not for you.
- As monetization attempts go up, consumer experience goes down.
- Don’t try to be clever. Be clever.
- Social is 24/7. Not a one-time stunt.
- Always write back.
- Have an ROI. Have an ROI. Have an ROI.
- People would rather talk to “Comcast Melissa” than “Comcast.”
- Solve problems for people who talk about you, even if they don’t address you.
- Not everything will work, and that’s fine.
- Embrace negative content about your brand.
- Everyone’s an influencer.
- If fans distribute your content without your permission, offer to help.
- It’s okay to drive people to your site instead of Facebook’s.
- Update your page or delete it.
- Don’t make people do X, Y, then Z. Stick with X.
- Last year: pump out content. This year: optimize content.
- Become BFFs with your Facebook reps.
- Social media doesn’t exist in a vacuum. Make traditional media and social work together.
- Desktop is conquered territory. Mobile is the battlefield.
- If you don’t see financial results. You wasted your money.
- People fight for their privacy.
- The only way to scale word of mouth: paid advertising.
- Have a crisis plan.
- Don’t use ads to prop up boring content. Use ads to accelerate successful content.
- Forget individuals. You’re creating content that encourages groups to form
- People don’t want to shop where they socialize.
- Contests and sweepstakes are fine if you want to encourage short relationships.
- People care what you had for breakfast — if you’re a food brand.
- Pinterest works.
- Your fans own your brand.
- If you’re bored by social media, it’s because you’re trying to get more value than you create.
- Think post vanity metrics like followers.
- It’s an organism, not a process.
If you’re interested in social media for photographers, check out my book here.
Which was your favorite? Comment below. Personally, I love 14. Everyone’s an influencer. That’s all part of brand evangelism.
Cheers,
Lawrence Chan
P.S. I’m dog sitting again. Meet Buddy. He’ll stand on two legs for a treat.
I’m not sure I fully understand 25, can you expand on that? How does paid advertising help WoM? Is it following the idea of name exposure? (for example, someone who sees/hears your name 7 times is more likely to remember you, so using paid advertising helps reinforce the WoM influence they received?)
33 is also interesting – your fans own your brand. Take this to another level. People in the music industry can drive clothing trends – their fans buy and wear the clothes that the singer/musician wears. What if we as photographers could have such a strong and attractive brand statement that our fans started to do something similar?
Ok, last one (so many good ones!) 29 – people don’t want to shop where they socialize. Very true, just realize that when you’re talked about in their social networks, they’re more than likely to buy your products. People might not want to buy something from Facebook, but if all their friends ON Facebook are talking about it, they’re much more likely to buy it.
Bah, one more… 10 – people would rather talk to “Comcast Melissa” rather than “Comcast”. Again, take this one step further. I’d rather talk to “Melissa” rather than “Comcast Melissa”! When the site I just went to, the trouble I’m having, and the logo at the top of the page all say “Comcast”, I REALLY don’t need the reminder in your name that I’m talking to Comcast! I get it already! People prefer to talk to people, so take the “interruption marketing” (thanks Seth Godin) out of it. Think in terms of value added to the client. Does it help the client with their problem by putting “Comcast” in front of your name? Not in a 1-on-1 chat. (I’d be willing to make an exception in a large, moderated chat room, such as CreativeLive has done) Similarly in our photography business, we recently changed our name to “Joel and Amber Photography” rather than “Covenant Photo”. The experience is about US and THEM. Not about our business and them. People prefer a personal experience rather than a business experience.
Hi Joel and Amber,
I think 25 (paid advertising) and WOMM is very similar to the cliche of whether the chicken or egg came first.
WOMM has to start somewhere and paid advertising can spur that movement. I think that’s what it meant. I could research it further if it bothers you :)
I like your analysis of other rules, especially 10 – Comcast Melissa. In our boutique industry, personal connection is important. People trust people. And putting your names as the brand is crucial.
Good stuff you two,
Lawrence
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