Social media allows individuals to stay in contact with each other. That was the the original premise for its creation, also allowing folks to make new connections and friends across the vast open space that is the Internet. In recent years, however, social media has evolved into being utilized as a means of allowing organizations to promote their products to individuals, interact with their customers, and spark discussion and debate regarding the different products that are being offered.
This type of access, allowing brands and companies to interact with their customers in this manner is a great boon to organizations, providing them with information and insight into consumer preferences in ways that never would have been possible in the past while also allowing them to obtain personalized and direct responses and information from consumers regarding how their product performs, along with additional information about the desires of the market.
The Crux of the Matter
In spite of all of this positivity, there is one issue that is arising with increasing frequency: spam. Not spam in the traditional sense of the word, which relates to unsolicited email messages, but a new equivalent. I, personally, had avoided Twitter for years, but recent events prompted me to finally set up an account. I was almost immediately spammed with requests from companies to “follow” them. Companies that I had never heard of, whose requests were sometimes not even in English, but I’ve never heard of these companies and, to my chagrin, I hadn’t even filled out my interests yet!
These businesses mostly just wanted follows, though some asked me to “retweet” information on their business to get their name out there. These were clearly generic requests, sent out automatically. Now, some businesses may think that this is a good thing, that it’s an alright business practice, acceptable even, after all isn’t the whole point getting your name out there?
No. It’s not okay at all. Not only did I delete every single one of these, I also blocked those companies from contacting me. This is not the type of publicity for which businesses should aim.
The Nitty Gritty
Social media should be used by the business not necessarily to solicit, but to let their brand speak. It’s fine to send messages to those who have expressed an interest in your company via social media, but if you’re just randomly hoping to contact someone who might take the time to like or follow your organization, this is arguably spam. You want a user to want to talk about you in a positive manner. You want that individual to like your company or follow your company, expressing to their network that your business is worthwhile, but if you do nothing to engender that feeling, you’re shooting yourself in the virtual foot. Use social media strategically and your company has the potential to go far.
Image Source: LinkedIn. (2013). Social Media. Retrieved from http://blog.linkedin.com/wp-content/uploads/2013/11/Social-Media-and-College-Admissions.jpg-1024×701.jpeg