The Social Media Retirement Home
I caught a conversation on Twitter today, between Lauren Fernandez, Mack Collier and Alison Heath that made me smile wryly.
Built around the Twitter hashtag #buzzwordbingo, it looked at some of the most overused phrases in social media. Things like, “It’s all about the conversation” and “Pain points and point of need” amongst other examples.
The funny thing is, these terms are used so often and yet even 12 months ago (or more) they were already being looked at as overkill. So is this a sign that social media still has a lot of growing up to do; there’s a dearth of originality in the medium; or just the sign of a growth industry, with a continuous stream of new players and existing terms?
Either way, it made me think of some of the most overused phrases today that could probably be put into the social media retirement home.
- It’s not about me. The amount of times this little gem is used means that even if the user is sincere, they’re questioned as to the authenticity of the statement. Of course, it doesn’t help if the user then goes on to make it exactly all about them with self-promotional hits at every turn…
- Fish where the fish are. Social media must be full of anglers if this phrase has anything to do with it. Either that, or I should start looking for a boat, stat.
- Transparency is key. No shit, Sherlock. Unless it’s okay for us to lie about ourselves and make us sound more interesting than we are with tall tales and over-hyped statistics, then isn’t this a given in everything we do, and not just restricted to social media?
- Your customers are in control. Sorry, they’re not. They do have a very huge impact on how you do business; but you control your business, full-stop. Get that right and you get your customers right. Period.
- You can’t measure social media ROI. Come on guys, this is still doing the rounds? There are many ways you can analyze, measure, budget and report on social media campaigns. Anyone that says you can’t is possibly only doing so to keep your account with them on their terms. Next time someone tells you social media ROI can’t be measured, ask them why. Then change agencies or consultants.
These are just five terms that immediately spring to mind for me personally.
How about you – what phrases would you like to see sent to the social media retirement home? Comments are yours.
photo credit: only alice
"Social Media Expert" or gurus, or people that consider themselves gurus somehow. I think this term is grossly overused and undermines the true virtuosos of Social Media.
"Social Media Strategy" to me, is like saying to my wife before a wedding "What is your mingling strategy going to be like", while it is good to plan, I still believe social media grows organically from great people and trying to create a strategy often makes social media efforts appear wooden and disingenuous.
Garry
Danny, most everyone mentioned conversation, passion, engagement and free. I'll add: "social media is about people, not about business, not about selling." If companies don't get something they deem of value (ROI) out of their social media investments, they wouldn't or shouldn't waste the money.
#3 Transparency. Just make it stop. I am not fully transparent and I doubt anyone else is. I don't share anything and everything, just want I want you to know. I've told @markwschaefer before that if we were all truly transparent, all our Tweets would be: "looking for a job" "pretending this is work while trolling for clients" and the like. Or maybe that's me ;-) FWIW.
.-= Davina K. Brewer´s most recent blog post ...For a Better Blog Take Two: Reading and Writing. =-.
Ah yes, that's a good one Davina. Makes me wonder how so many social media folks are actually making a living if there's no selling involved... ;-) (Heavy sarcasm alert).
Hold on a minute, Danny. Who is the audience to determine if something is a buzzword or a new concept? Because while your average blog reader may agree with you, my guess is the average person on the street or in your local coffeehouse wouldn't know what you're babbling about.
The answer to your question is relative to who's answering it.
.-= Ari Herzog´s most recent blog post ...Why You Are Needed to Lead =-.
It was hard to get through your post without gagging. Yup, I'm sick of that stuff too but please add:
"It's all about the conversation."
.-= Mark W Schaefer´s most recent blog post ...Six ideas to build social media momentum =-.
Great post, Danny.
#3 is definitely the one that I thought of when I read the intro to your post.
I mean I preach it, you preach it -- everyone preaches it. But I feel like at some point, it shouldn't be preached anymore in social media because it's what social media is, you know?
It's a part of it, not a shiny new device that you can play with and just stop.
But I feel like there are more people saying #3 than doing it.
Great list :)
.-= Sasha´s most recent blog post ...{ADbitious} BP and the Oily Helios Logo =-.
Great post Danny. It's refreshing to see someone cut through the B.S. and tell it straight. ;)
#4 is my personal favorite. It's overused, and so often misunderstood. Yes, your customers / clients are your company's lifeblood, but your business is the heart that pumps them around.
You listen, yes, adjust as needed, but it's *you* that controls this direction. Your customers are looking for someone to solve their problems. They are not looking to help you figure out how to do this. It's not a commune, they are paying you money to be their guru, to be the answer to their prayers.
Social Media, when used properly, can help you fine tune your business, get plugged into the issues your customers face, but at the end of the day, if your business is worth its salt, you steer the ship. And they'll love you for the direction that you provide.
.-= Rob Mangiafico´s most recent blog post ...Is Your Company Known For Something? =-.
Good post Danny,
You hit the ball out of the park with most of them especially "You can’t measure social media ROI." and thanks for the links to the articles. I'm looking through them.
.-= Aaron´s most recent blog post ...Twitter: The New Customer Service For Busineses =-.
It's very true that it's not possible to measure social media ROI. Social media provides you the best service and even you can overcome your business but before that you need to know how to use it properly.
"Social Media Expert" or gurus, or people that consider themselves gurus somehow. I think this term is grossly overused and undermines the true virtuosos of Social Media.
"Social Media Strategy" to me, is like saying to my wife before a wedding "What is your mingling strategy going to be like", while it is good to plan, I still believe social media grows organically from great people and trying to create a strategy often makes social media efforts appear wooden and disingenuous.
Garry
Danny, most everyone mentioned conversation, passion, engagement and free. I'll add: "social media is about people, not about business, not about selling." If companies don't get something they deem of value (ROI) out of their social media investments, they wouldn't or shouldn't waste the money.
#3 Transparency. Just make it stop. I am not fully transparent and I doubt anyone else is. I don't share anything and everything, just want I want you to know. I've told @markwschaefer before that if we were all truly transparent, all our Tweets would be: "looking for a job" "pretending this is work while trolling for clients" and the like. Or maybe that's me ;-) FWIW.
.-= Davina K. Breweru00c2u00b4s most recent blog post ...For a Better Blog Take Two: Reading and Writing. =-.
Ah yes, that's a good one Davina. Makes me wonder how so many social media folks are actually making a living if there's no selling involved... ;-) (Heavy sarcasm alert).
Hold on a minute, Danny. Who is the audience to determine if something is a buzzword or a new concept? Because while your average blog reader may agree with you, my guess is the average person on the street or in your local coffeehouse wouldn't know what you're babbling about.
The answer to your question is relative to who's answering it.
.-= Ari Herzogu00c2u00b4s most recent blog post ...Why You Are Needed to Lead =-.
Agreed, Ari - hence the use of this phrase in the post:
"So is this a sign that social media still has a lot of growing up to do; thereu00e2u0080u0099s a dearth of originality in the medium; or just the sign of a growth industry, with a continuous stream of new players and existing terms?"
G'Day Danny,
I'm a relative newbie to the web. But I ran an offline direct marketing company for many years. The most irksome thing to me isn't confined to social media.
It;s the constant reference to "internet marketing" when about 75% of it is old fashioned, hard-nosed, foot in the door selling. Marketing it aint.
I suspect that the reason that social media is replete with trite and trendy twaddle is that most tweeting is sheer self-indulgence. There's nothing wrong with self-indulgence. You just need to know when you're engaged in it.
Anyway..... make sure you have fun.
Regards
Leon
Hey there Leon,
One of my friends in the UK is a marketer that uses the web to help promote his services, and he's labeled with the tag "online marketer". Even though his core business is brick and mortar marketing. Funny how we pigeonhole at times, huh? :)
Cheers for stopping by, fella, appreciate it.
If I hear the word "guru" or "engage or target market" one more time I'm going to lose it.
So not a fan of needing a guru to engage your target market" as a pitch, then, Elizabeth? :)
It was hard to get through your post without gagging. Yup, I'm sick of that stuff too but please add:
"It's all about the conversation."
.-= Mark W Schaeferu00c2u00b4s most recent blog post ...Six ideas to build social media momentum =-.
But it is all about the conversation, Mark. Oh, wait a minute... ;-)
Oh, baby - thank you. I try to live in a no-buzzword zone.
Here's my nomination: "I'm passionate about" --- everyone is so hyped-up on "passion" it's a miracle they can settle down enough to actually work.
Heh, right Marci. Shouldn't we all be passionate about what we do and believe in anyway, as a given?
The new one making the rounds: "Its all about making noise"
Great post, Danny.
#3 is definitely the one that I thought of when I read the intro to your post.
I mean I preach it, you preach it -- everyone preaches it. But I feel like at some point, it shouldn't be preached anymore in social media because it's what social media is, you know?
It's a part of it, not a shiny new device that you can play with and just stop.
But I feel like there are more people saying #3 than doing it.
Great list :)
.-= Sashau00c2u00b4s most recent blog post ...{ADbitious} BP and the Oily Helios Logo =-.
It's always the most obvious that are the most overused and needless, seemingly. Plus ca change... :)
Great post, something very different and with a bit of humor too. My fav is the 4th point :) and yes do agree to ur 5th point too.
keep rocking,
PN.
Great post Danny. It's refreshing to see someone cut through the B.S. and tell it straight. ;)
#4 is my personal favorite. It's overused, and so often misunderstood. Yes, your customers / clients are your company's lifeblood, but your business is the heart that pumps them around.
You listen, yes, adjust as needed, but it's *you* that controls this direction. Your customers are looking for someone to solve their problems. They are not looking to help you figure out how to do this. It's not a commune, they are paying you money to be their guru, to be the answer to their prayers.
Social Media, when used properly, can help you fine tune your business, get plugged into the issues your customers face, but at the end of the day, if your business is worth its salt, you steer the ship. And they'll love you for the direction that you provide.
.-= Rob Mangiaficou00c2u00b4s most recent blog post ...Is Your Company Known For Something? =-.
Great point Rob, and something I've always wondered about when hearing folks mention the phrase (even outwith social media).
Your clients (or customers) pay you, or buy from you, for a reason - your service or expertise. If you suddenly say, "Hmm, I need your help to make a decision on strategy or service here," then the first thing they're going to do is question why they're using you in the first place.
Hey ho...
Good post Danny,
You hit the ball out of the park with most of them especially "You canu00e2u0080u0099t measure social media ROI." and thanks for the links to the articles. I'm looking through them.
.-= Aaronu00c2u00b4s most recent blog post ...Twitter: The New Customer Service For Busineses =-.
The one that gets my goat is "social media is free" - so the company's social media programme is grossly under funded.
I like the concept of "retirement home" hehe :)
I actually noticed some company overpaying for social media programs.
.-= Aaronu00c2u00b4s most recent blog post ...Twitter: The New Customer Service For Busineses =-.
Funnily enough, I wrote about that very topic a little while back, and I think scared a few people away... erk. ;-)
I actually noticed some company overpaying for social media programs.
.-= Aaron´s most recent blog post ...Twitter: The New Customer Service For Busineses =-.
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[...] You are in control – Yes you are in control, although there is a myth that your customers are in control, it is partially true. You are in control on where your business is going. – Your customers are in control. Sorry, they’re not. They do have a very huge impact on how you do business; but you control your business, full-stop. Get that right and you get your customers right. Period. – A quote from @dannybrown’s blog [...]
