Authentic Social Interaction Online
Imagine this! What if you and your friends were at your favorite restaurant and a man you didn't know pulled up a chair, sat down, and joined in on your conversation? You would probably ask him to leave and may have some choice words for him. Suppose another stranger comes by a little later during your dinner and starts trying to sell his new book, and then after he leaves another stranger comes by and asks you on a date. You would eventually grow tired of this and leave the restaurant or complain to the manager. This may seem like an unlikely circumstance, but we spend a significant amount of time dealing with these situations online. From chain e-mails and Facebook wall posts to friend requests and tweets from those we don’t know, it has become common to deal with unwanted contact that would never be acceptable in the real world.
Several years before Facebook, I was a member of two social networks where I was bombarded with spam from a lot of fake people. I got sick of it and deleted my accounts. Today with many more social media outlets, it seems like this type of thing has become the norm.
What's driving this aggressive and fraudulent behavior?
Besides those who just get a kick out of misleading people online, there are people who are afraid of presenting their authentic selves to the public. Therefore, they make up profiles that create the illusion of someone else. Furthermore, those looking to capitalize on the "millions" to be made online ignore or do not care about their online practice so they look for shortcuts. Many see ads about getting top search rankings, increasing Facebook fans and likes, and reaching thousands through email campaigns and jump on these opportunities. However, rarely are they interested in knowing the machinery (of often illegal tactics) behind the promised riches.
How do you know what's valuable to your audience?
The quickest way to lose your social network friends, fans, and followers is to flood them with sales ads that they perceive to be useless. They did not connect with you online to get an inbox or wall full of advertisements. Social media is primarily used for recreational and entertainment purposes. People join social networks purely for their own needs. Most do not join to make new friends. Members want to stay updated on their family members and existing friends. They want to catch the latest gossip, plan a trip with some high school or college friends or play those time-consuming games.
Will you attract or repel?
If you're looking for a quick buck no matter the consequences, then you have the wrong idea about social media marketing. If you're looking to build an authentic, genuine relationship with your audience, clients and customers then take a close look at your marketing and social media strategy. If your advertising campaign would raise eyebrows and get crossed looks in the real world, chances are the same thing will happen on the net. Using the Golden Rule, "Do unto others as you would have them do to you," you will see that you get the best results by delivering quality advertising that meets your audience members where they are – not by false advertisements and useless e-mails.
