Archive for May 2009
The 80/20 rule, or the Pareto Principle, states that 80% of the effects come from 20% of the causes. In Marketing, it’s often applied to your Target Market – focusing 80% of your efforts on cultivating your top 20% of prospects and customers. After all, they’re the ones generating 80% of your revenues.
After reading some interesting articles on this concept, I found the 80/20 rule applies in so many other applications, especially social media. How you may ask?
1) Spend 80% of your time on business and 20% of the time on personal communications: Think of it this way – would you want your current or prospective clients to see it – or your mom? While no one wants to look at robot-like output that’s all business all the time, it’s important to keep a certain level of professionalism in your social media ventures. But be sure to add a little bit of personal flavor into your social media applications so your audience can connect with you, build a relationship, and know you’re human!
2) Spend 80% of your time on 20% of the social media outlets: You can’t be everywhere at once. Just as you know you should focus on the top 20% of your customers, you should apply this rule to the plethora of social media applications out today. Focus your time on the top social media platforms that you can use in your business, building your personal brand, or in social networking. By focusing, you will be able to build quality relationships rather than a whole bunch of useless connections.
3) Focus 80% of your social media presence on the top 20% of your audience: Spend a majority of your time engaging and interacting with your top readers, commentors and fans. Take time to examine what they are reading and writing about, and use this as a guidepost as you plan your future commentary. Focus your blog posts, tweets, comments etc on those top people.
It’s not to say you need to start a tally sheet with your commentary. The 80/20 rule is simply a guideline to allow you to take a step back and examine the way you are engaging with others via social media. Are there time suckers? Don’t be afraid to let them go.
Twitter messages with ‘secret’ ways to ‘make money fast’ and get ‘thousands of followers’ make me want to unfollow… What’s worse than those spammy messages? Getting an automated ‘Thank you for following me’ message with the same content. What a horrible first impression!
I’m on the fence on automated direct messages on Twitter. As a marketer, I understand the importance of welcoming your new follower, and how these welcome messages can help drive traffic to your website, blog, offer, etc. So I set out (with help from some awesome Tweeps) to find the best and worst of the auto-DMs we’ve received with hopes to shed some light on how to do DMs ‘right’. Author’s identities have been protested to save them from public Twitter humiliation.
- DON’T cover up a good cause or message with a SPAM-like offer: Here’s a message I got that I completely ignored:
Save approx. $1000/yr and save earth at the same time, learn better energy source-http://websiteaddress.com
This is a great cause – saving the earth! Starting with money-savings instantly makes you glaze over in anti-spam mode.
- DON’T be too good to be true: Sure, maybe it’s possible. You always hear the stories. But if it sounds too good to be true, it probably is!
- DON’T send duplicate welcome messages: Hmm… Spam?
- DON’T send messages that alienate your audience: An email industry expert sent me this DM he received: Thanks for the Follow! Let me know if you have any questions about email marketing. Ironic, right? He got a kick out of it. Think about your audience, and don’t alienate other ‘experts’ in your field – you’ll want to make connections with them!
Lessons learned: Proofread your message before you post it. Ask someone’s opinion. Then ask someone else. Don’t offer something that seems too good to be true. Would you want to receive that message? Would you click through? TEST your Auto-DMs to ensure it isn’t broken.
- DO make it about your follower: It’s all about them. Make your message be follower-centric.
- DO ask a question DO ask people to Tweet you: Start the conversation right away. That’s what Twitter is all about! @SloanInnovation Hey Thanks for the follow! How did you get such a great list of followers?
- DO show some personality: Let them know something about you through showing your humor, friendliness, or that you like to have FUN! @carvideoguy Hi there, Twitter Is Designed To Be A Big Party, Lets Have Fun, Enjoy My Quotations
- DO tell people what they are clicking on: Do you really want to click on a condensed URL if you don’t know what’s behind it? It only takes one dirty link from someone else to teach your followers NOT to click on your undescribed link. Let them know what they get when they click through. @CustomerMgmt IQ Thanks for the follow! Check out http://tinyurl.com/dcmqsg for more info on Customer Service, Mgmt, Call Centers & more
Lessons learned: Just as in business, it’s all about the customer! No one really wants to hear about you. They want to hear what’s in it for them. What is following YOU going to help THEM with? Don’t worry about having a URL or link in the auto-DM – if your message is done right, they will click on your profile to find out more about you and click on your website link on there.
So, I still haven’t set up my auto-DM – have you? Let me know what it is! I am open to suggestions.
Special thanks to @danpereira!