Date: 28 Oct 2009 Comments: 2 so far

When Social Media Is Just Noise

Despite being immersed in the world of SEM, I still find myself conflicted at times about Social Media Marketing.  Specifically, I don’t know that I like Facebook or Twitter.  It is terrific to log on to my Twitter stream in the morning and see a dozen articles linked that I can peruse throughout the day.  And at the same time it is annoying to read how various celebrities and athletes use the service in obsessive compulsive fashion thus inspiring thousands of non-celebrities to do much the same thing.  This creates more noise than anything and drags down what I think can be a fantastic service.

Fans of the NFL might roll their eyes at Chad Ochocinco and his ridiculous Tweets much the same way as NBA fans look at Shaq as an online celebrity rather than the starting center for the Cleveland Cavs.  Even Jozy Altidore – the US soccer player currently with Hull City in England – was reportedly late for the match because he was on Twitter.  Suspended from the match that day for his lateness he choose to go back onto Twitter rather than think about what he did wrong!

It is entirely possible I am a grouchy 29 year old that has not fully embraced the technology the way others in the SEM field have.  But I don’t want hundreds of friends on Facebook.  It isn’t necessary and I don’t get any award for having that many.  I am not interested in what someone who took chemistry sophomore year of high school with me is now doing on the weekends.  And I don’t start working for a new employer and immediately send friend requests to everyone I shake hands with on the first day.

When Social Media Is Useful

All that ranting aside, I do enjoy aspects of Twitter and Facebook.  In fact, there are some people doing really cool things with the services.  If you’re into really loud, abrasive music then I suggest following the band Converge on Twitter.  Even if their style of music is not your thing, you should check out what they’re doing in the Social Media arena.  They post “behind the scenes” photos on Facebook, send tour updates and announce when new online store items are available.  There is great fan interaction whenever they make a post and the people behind the efforts are clearly having fun with it.  This is a prime example of SMM working in a useful manner.

Avinash Kaushik – my Web Analytics Hero – has his Twitter feed and Facebook synced up.  Whenever he posts an article link I click it and either read immediately or bookmark to read later because I know it is important.  The reason I know that is because I’m familiar enough with his opinions on SMM that he wouldn’t put unneeded noise out there.

And while the folks at SEOMoz and SEOBook use the service well, I also enjoy getting mind blowing Tweets from director David Lynch, schedule updates from No Reservations with Anthony Bourdain and links from PETA.  Yes, the PETA feed run by Royale Ziegler does a wonderful job at Social Media.  Meat eater or Vegan, you cannot deny how well they rally the supporters for their cause and post terrific vegetarian recipes.

Balancing the Useful with the Irrelevant

You can learn a lot about someone by rummaging through their trash.  Or a much easier way is to check out who they follow on Twitter and who they are Fans of / Friends with on Facebook.  Our days can be improved with a splash of vapid conversation now and again so I forgive people when they post the cliche “Eating a turkey sandwich.  Yum!” type of thing on their pages.  It makes me smile.  Just not as big of a smile as when I find a fantastic article posted by someone I follow.

It is during moments like those when I honestly do not know what I’d do without a service like Twitter.  Those are the times when I become less dismissive of SMM and embrace the technology.  I feel guilty when I have to break up with a friend on Facebook because they are polluting my otherwise harmonious stream of good info.  But sometimes you have to be selfish and put your own benefit ahead of “What Animal Are You”-type quiz results.