7 Deadly Sins of Social Media
I ran across a great blog post on Onlinemarketerblog.com about the seven deadly sins of social media (the first five of which came from a Joseph Jaffe speech) and wanted to pass along a quick recap of the sins. I couldn't agree more with them. Definitely avoid these at all costs when formulating a social media plan:
- Faking (Sprint): The phone company released ads in which the CEO offered an email address, giving the opportunity for communication. Instead, a corporate shill auto-responder emails back.
- Manipulating (Sony): The maker of the PSP created a fake blog and attempted to manipulate the conversation. They ended up garnering a deserved "golden poop" award.
- Controlling (T-Mobile): The phone company sent cease and desist letters to a popular blog for using a color they claim to have trademarked. The blogosphere revolted and T-mobile missed a chance to meaningfully engage with its customers.
- Dominating (Target): A blogger was ignored by the retail giant because they felt she didn't have the clout of traditional media outlets. After the blogger gained more and more attention, Target claimed that their continued silence was based on a lack of adequate staff.
- Avoiding (Starbucks): The coffee giant already felt a squeeze from its consumer base, but avoided a fan's desire to visit every store was passed on. The only response to the fan was one of suspicion.
- Greediness (AP): The Associated Press recently pushed for restrictions on the amount of their content bloggers could cite. In the era of Google juice, link love, and a wealth of online information, the AP chose the path of restriction, as though this greediness would result in keeping all of the information under their roof. It took only 24 hours for the back-peddling to begin and it now appears that they will wisely drop the call for restrictions. They had the opportunity to engage their readership, even empower the bloggers and other outlets who were distributing their content free of charge, but they trotted out the lawyers instead.
- Cowardice (Dunkin' Donuts and Heinz): Dunkin' Donuts pulled a series of ads after political partisans attacked spokeswoman Rachael Ray's scarf for looking like a terrorist's (yes, you read that correctly—a terrorist scarf). Likewise, Heinz pulled an ad deemed by the small-minded to be "unsuitable for children" because the on-running joke throughout the ad ends with two men kissing (cripes, the explanation sounds racier than the actual spot). Instead of giving their customers some credit or engaging in a conversation about the merits of their arguments (or the absurdity of their opponent's), both companies caved. A conversation was passed up in favor of tucking tail and running.