Marketing, promotion and business today are easier than ever. Tools can help people. Metaphors abound, but “social media as a weapon” feels odd to me.
You start by listening. You can look at a complaint, a sarcastic comment or an off based remark as an annoyance, but I’m personally thankful for every real engagement. Bots (both software and people who post like they were a bot) are in the way, but real people writing are a blessing and I’m grateful.
Today on EmprieAvenue, I got shareholder mail (a private message sent only to players who invested in a stock by that stock’s owner) with a very long pitch that ended up mostly whining about abuse to their system).
Readers responded politely and then got this reprimand:
We sincerely apologize if you misinterpret our business overview.We will used your opinion,feedback and suggestion to improve our company organization strategy in our upcoming board meeting.We have an open door policy feel free to share your idea with us.
The people writing the replies were shareholders. That means they have
- Spent the time and effort to be identified as real humans to play the game
- Picked the stock and invested (it’s a stock market game)
- Read the shareholder mail
- Spent a couple minutes more to write a response
My reaction before reading the shareholder replies was to either delete the message. In my experience, they aren’t there to learn, they’ll just get mad and move on.
After reading the replies, I wanted to punish the player. Since that not the way I roll, I’m keeping the stock (connection) to watch and see what happens and writing this post without mentioning names. That’s how I roll
Do You Use Social Media as a Weapon?
You know that marketing today must include listening and engaging with your customers/prospects/vendors/network/shareholders. When you do engage, make sure it’s done as if the real person reading and responding is your best friend (use “mother” “sister” or “lover” here is you please.. I use “child” as I’ve learned that nothing my children do should ever make me angry).
Getting this down will allow you to attract the people you are looking for, without looking for them. I call this marketing philosophy LISTEN AND LOVE. There’s no reason you need consider any marketing too, and especially social media, as a weapon.
Listen and love.. it’s as simple as that
Not sure why some vent and complain through social media…. its a big turn-off. In similar fashion, I used turn the other way to the more positive users and aspects of social media. Great post! Cheers.
I think most people prefer to be positive. The “lashing out” is sometimes a call for attention, but most often frustration that the party they are talking to appears not to be listening.
When I meet with corporate marketing departments, the people want are nice and want to respond. We teach them that it’s okay to be human and listen. The “love” part comes from then treating people like you would treat a friend.
Imagine call a friend that and telling him your problems and hearing “that’s not my department” or “I don’t have the resources to help you”.. They wouldn’t be a friend for long 🙂
I must admit that I don’t read my shareholder mails. Too many.
You’re right, social media should be about real human relationships
My experience with shareholder mail is that it’s mostly promotion. I’m all for promotions, it’s the boring nature of long “get to know us and send us money” marketing pieces
The “weapons” issue comes out when such people get responses and feel they are losing control of the channel. They don’t realize that they never did have control 🙂
No way! I’m a lover, not a fighter.
I agree. There is not situation where love is not the best response. I find that life is a mission to learn this simple fact.
You are a kind gentlemen…but I suspect you are also looking for a bit of entertainment while watching the unnamed actors…
I do find people watching to be great sport 🙂
This is an excellent article. Too many people use Social Media as a weapon. Some do it on purpose, some don’t. It will be interesting to see what happens with that shareholder. Please keep us updated. 🙂
It’s a paradigm we were all taught in the last century. Today, we don’t need to yell louder than out customer, and treating them all as one group is wasting their time. Showing compassion and commuicating with all who engage will be the new paradigm of business.
I agree with Warren, most people are positive. Most use social media as a tool for business & entertainment. We must acknowledge the haters and choose to ignore them. Great Post!!
You’re final line says it all: Listen and love.
For those who watched the Dorner episode in my town last week, we’ve realized that negativity and hyperactive press still keeps you in the spotlight (I was going to say bullseye…oh, I did! :-P)
I still don’t recommend it.
Our teacher spoke on true communication:
“Poke. Provoke. Confront. Elevate.”
Most “communication” is more like, “Poke. Provoke. Confront. Splatter it all over the place. Someone should pick up the pieces.”
I’d rather sit in a coffee shop with you and people watch; where we can share a great cuppa and breathlessly wonder at the marvel of Creator’s expression.
Thanks!
When I say “LISTEN” I mean to say that you don’t start by creating content or blasting your message. We start by LISTENING.
Thinking about this, how would anyone really listening to their customers, want to respond with an attack or an attempt to “break through” by SHOCKING them?
All the effort to stand out, all the begging (“look at me”) comes from the 20th Century paradigm that mass is better. Listening is a one on one activity. Once you do that, you respond as a human and give the person what they want.
Listen and Love.. it’s as simple as that
Warren – I have been really thinking about this and have re-read it 4 times now. As I hear my neighbor SCREAMING at her child… There really is a right way and a wrong way to communicate and to deal with people and situations. It does start with listening and responding in a humane way… to both individuals and “brands”. But I still think as I said below social media has done changed alot of bad to good. Quick example using an fellow EA person that uses social media as a “weapon” to stop the useless slaughter of Dolphins and Whales .. IMHO a great use of Social media —
Since reading Covey’s last book “Third Alternative” I am see false dichotomies in almost every right/wrong issue.
Of course I agree with your point of view that the yelling you are hearing doesn’t sound right to me. Now I add to that the a thought about what might be happening that I don’t know about that is causing the apparent “wrong”. The “screaming next door” is an easy one. We can call agree that something is not right, and I would assume the MOTHER would agree to. I’m also pretty sure that if you or I went to her right now and said “stop the screaming” that we’d get less than optimal results.
There is a cause. There are actions we might take. What “Third Alternative” taught me was to look for what we have in common and what the common goal is. At some calm moment, we might find out what’s really going on and work with her for a solution.
That being said. I HAVE tried the above and failed miserably. I have been the guy who yelled at someone to “stop yelling” and I have offered advice where it’s not wanted. So I know from experience that what I talked about above is a goal, not a prescription for immediate action. 🙂
And no matter what the issue is, not matter how important.. if we really want results in the “slaughter” issue (or anything) I know that listening to the “enemy” and getting together to find a workable solution (Third Alternative) is best.
I’ve got a long ways to go to DO this. So far, I’m proud to say I’m getting better at RECOGNIZING that I need to act this way. Which in short means “Love is always the answer”
Welcome to the new aggressive commercial world of WWW commerialisation
Nothing new about the aggression. It’s what we were taught to do in 20th Century marketing. The NEW was is quite the opposite
Well said Dominique !! I do agree with her !!
Hi Warren.
I do not read shareholder mail either – Private shareholder mail yes.
Still trying to figure out what happened, the situation does not seem clear to me at all… maybe not enough coffee today…
BUT to get to your main focus – to use social media as a weapon.
I think that social media has been used as a weapon for a while… usually against “brands” to create change… and I think that social media has created a lot of positive change.
However, I strongly believe that to use social media against an individual equates to cyber-bullying… NOT COOL. If you have an issue with someone – just don’t engage with them!
Chris
The incident isn’t that important (and I’ll admit I can’t remember what they were so upset about.. so it’s no you 🙂
I agree. Social media has brought positive change. More than we can measure at this point.
The companies that work to defend a position and control a conversation are doomed. We don’t have the details of their demise predicted, but know it’s coming
Warren
Thats good to know
I also don’t read a lot of mail and thanks for the reminder as I got to get better with that tho. Well I also keep away from any drama as possible and I too have learned to use SM as a weapon. Good read.
When I feel like I need a weapon, I remind myself to take a deep breath and ask myself if there’s a way to handle things with more love.
Hi Warren.
I think that sometimes people misunderstand the difference between tool and weapon. A tool can be used as a weapon but it’s normal use makes it a tool. A weapon can be used as a tool, but it’s normal use is as a weapon. A weapon is used to do damage of some sort. Where a tool is used to build.
Personally, I like to use social media as a tool. I like to build up people and their businesses. When social media is used as a weapon, it is meant to destroy someone or something. To fight against something.
Yes, there are times when we need to fight. But my normal use of social media is to edify and to enhance.
I loved your article. Keep up the good work.
Blessings,
TJ Moore
TJ
I define it a little different, but I think we agree.
I say “they are all tools” the term “weapon” is more about the intent.
Same difference? I think so 🙂
Thank you for your thoughtful comments
Warren
Empire Avenue has been an amazing learning process for me. I have created many online relationships and have learned so much about social media. I set up an instagram, twitter, and foursquare account to go with my facebook and linkedin. I make sure I complete all missions as I understand how difficult it is to get eaves. I try to read comments but depends how backed up I am at work. Everyday I buy a few shares of anyone that bought me uning avenue io. Like anything people can join for the wrong reasonsand use Social Media as a weapon. In the long run they will lose!!!
Jeffrey
There are some ways to set up EA so that the game takes care of itself. When I joined, I was blessed to get some traction from being active in social media. After a few months, I figured out that I’m not doing a friend a favor to buy/hold his stock when he’s not playing. Dropping them is NOT dropping them as a friend.
Once I cleared out the deadwood, I just follow basic stock market ideas. I bought high YIELD and sold low. (YIELD is the PRICE divided by AVG DIVIDEND). Found some tools that helped do that, and now I check in occasionally and buy.. but mostly used my “wealth” to attract players for conversations.
I’ve done real business with a few connections and learned about many people I would have otherwise missed. With some effort, you can find tons more people that are of a like mind and want to engage beyond EA.
The only dif with EA is that there are players who appear to be business oriented, hard core about winning the game, but not people you’d meet outside the game. Being a social media expert, I’m open to talk to anyonoe. Outside that, I’d recommend some care in picking who to build relationships with if your goal is business.
I always read shareholder mail – call it FOMO!!! 🙂
Been some time since I tried. Thanks for the idea. I’ll go read some now
Agree with you, don’t like haters. There are so many bad things around us, in life, so I try to avoid that. People, think positive !!!
Social Media is a potential threat! In order to take action companies like Genesys Labs (http://www.genesyslab.com/) have created tools that help companies to deal with it!
Worse than a commercial reply here is e spammy repeats of your inane message.
I would encourage all reading to avoid contact with any proclaiming they have an answer for new media that uses outdated old media thinking
Social media is considered to be a potential threat! Companies like Genesys Lab(http://www.genesyslab.com/) have developed tools able to deal with it!
Using this space to advertise is proof you don’t understand the point we are trying to make.
Excellent post, Warren! I read all shareholder mail in EA, better than I do with my own emails 🙂 I try to respond to all of those, too, as they aren’t usually sales pitch material. My only view of social media as a weapon, is that if we use it poorly, it may self destruct us, LOL.
I admit that it’s been a long since I used shareholder mail. If you are right, I’m really screwing up 🙂
I stopped reading mail because of the automated process. People use automated messages and it takes away from the personal relationships in social media. The internet is the internet, but when speaking to me I want to hear from that person not a computer program. I am more prone to check out a “business” through personal communication. I can deal with the gripes of social media, but there are limits, especially when they are business related. It makes me not want to deal with the business.
Good point Arlene.
Social network is about people, not tools and automation. The tools really help. I’m so grateful to live in a time when I can meet so many people around the world… as long as they are real people who really engage, I benefit from the conversations
I never do the shareholder mail thing there either…eA has a lot going for it but it’s the little details that make much of it much harder than it seems like it has to be, the messaging system is part of that…I didn’t even realise it was part of the site for the first week or two I was on it I reckon…
Ben
Some of the best connections I’ve made through EA came from the mail. I’d get someone begging me to “buy back” and explain that my philosophy for the game was to buy good investments and become a better stock for people to buy and hold.
Some think that’s “wrong” and that you need to match shares. (turns out the loudest of these are people with high stock prices that need to buy like crazy and benefit from matching shares with much lower priced stocks).
Anyway, polite conversation on the topic yielded a few that wanted to talk more. That led to real relationships that made game play quite profitable for me.
The big problem with venting through Social Media is that it makes the person venting look bad … sometimes crazy. Using Social Media as a weapon rarely makes the person/company being vented against look bad, unless the ventee makes horrible PR mistakes (like the Applebee’s firing incident) that inflames thousands of readers and makes news.
When your wording is the same in Social Media is similar to what you would say within a large group in person, you can be quite effective. It’s when you make the mistake that online anonymity removes our natural filters … that’s when your message looses effectiveness.
Warren,
I recently came across an article on “Negative Internet Marketing” which dealt more with promotion strategies and social media. I do agree that social media can be used as a weapon however I feel it is not necessary. You only read and share what you like? One can only propose you to do things but the end action depends on you. Good read.
Regards,
Nishit Dave
I look at the tools and channels as neutral. The intention and relationship between the humans involved is what matters
You can get people to look at a car wreck, but why would anyone want to wreck cars?
I find most comments to be complaints. I play the game without asking for tweets, Facebook likes, etc. If someone wants to retweet my tweets, OK – I should not have to pay them for the retweet. I do have to say, I learn from many comments made by my shareholders.
Of course you don’t have to pay. You just have to say something others want to share
I some days also wonder a bit about the cultural/language issues with the communications that go awry in my SM exchanges. While some folks are battering and unpleasant, I see some other issues having impact. I take for granted that we communicate in English, my native language. I also assume certain cultural norms that I realize are foreign to some. I have tried a big more gentle approach than I would take with a kid down the street; so I guess I am just affirming the need for a bit more love.
I agree Harold
Some of the non English language we see is CORPORATE SPEAK. Appearing as English, but not the way we really talk LOL
I think there’s many haters out there on social media, but also many good uses for social media
There are haters everywhere. Social media is just a reflection of real life
I have to go with Harold on this one …
I would love to read some of the answers to this shareholder mail. 🙂
What kind of surprised me (being a non-native speaker as well) was the ‘style’ of the ‘reprimand’ – and its number of spelling mistakes. Now, I do know that you can’t always expect /Oxford Manual of Style/ answers to all requests in a game like Empire Avenue but the central point to me is that EA is more than just a game … if you want it to be.
And if you want it to be more than just a game and actually use it for real interaction with other players – then you have to make more of an effort than the ‘average CRM answer.’ By now, I get suspicious when reading: “we have an open door policy feel free to share your idea with us” because this often means ‘we don’t really care but we have to make a show for it’ 😉
I particularly liked TJ’s answer to your question – make use of the tools at your discretion to make the best of your customer relations – or as possible in EA – make some friends. Get to know people. Doesn’t it always work like this? 🙂
Using weapons will only end in you having enemies.
That doesn’t sound like a sound business model to me. Please correct me, if I’m wrong.
Well put.
I think social media brings out the worst reactions in poeple. Note the word reaction, that’s what we do. I’ve been invovled in the web since 1994, and my “theme” is likability. People want to feel good and will come back for more. I block nasty poeple and go on with my life. I don’t believe in any weapons (although I am well trained). Peace to all, light to all, love to all…
I’ve found that I am a little bit better version of myself since using social medias. Perhaps that you see brought out was in them before
If used the right way it could be a great weapon
My point is that we are not at war. The tools can metaphorically be called weapons, but I prefer much more positive terms
I think that sometimes people use Social Media as a weapon in response to being overwhelmed by advertising. In this fast paced world, where everyone wants what they want, yesterday it is becoming more rare for people to slow down and develop relationships instead of just blasting everyone and their brother with their latest opportunity. Not everything is for every one. You won’t know if what you have is the perfect fit for another unless you spend some time learning about them. Just my two cents. Thanks for writing this Warren
A weapon for slowing things down?
Interesting idea. Thanks
Great advice! I like to keep it it positive and just remind myself that there is another person on the line and that any system not working out for someone is generally because they are attempting to go against natural laws. Sounds like someone was using the law of attraction to bring in what they didn’t really want. Funny how that works. In the end it is always success 🙂 Thanks for sharing Warren!
The universe does have a way of balancing things out
Personally, I prefer someone complaining about my content, views, and disagreeing with what I say. I learn way more from criticisms than compliments. I try not to get emotional over criticisms… but rather, learn from them and consider whether or not it is valid… if I need to change something or not.
As far as me using social media as a weapon… hmmm, I have certainly disagreed openly online. But, please… if I offend, let me know. I am the easiest guy in the world to disagree with.
you genuinely prefer to talk to people who don’t agree with you? Guess you’re not going to like me much
Nice post. As always A weapon can sometimes be necessary to defend whats real important. But it is a tool nothing more. Not a purpose in itself. It is good to keep this in mind, using social media. Thanks a lot for this post. It keeps you moving
It may be wise to have a weapon handy, but one must also remember that a man with a hammer views the world as having many nails.