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How to Annoy Fans and Lose Followers

As you can imagine, I spend A LOT of time online. The internet is a vast universe and I enjoy studying companies, large and small, to see what they are doing with their social media. How active are they? How consistent? Are they posting content that is relevant to their audience? Is it not just relevant – but quality? It’s not hard to see when content is merely slapped on a social media outlet just to say it’s been done.

Consumers these days are smarter than ever. They expect quality and anything less than that is going to alienate them. They also don’t want to be bombarded with the same boring message.

In the words of Jay Baer, from his book YOUtility (used with permission)

Top-of-mind awareness requires companies to send messages consistently, but today’s consumers are besieged with every company of every type, size, and description jostling for attention, making pleas to friend, follow, subscribe, read, watch and click. Unimaginative marketers attempt to stand out with message frequency, or by exchanging bribes for attention (resulting in an explosion of Facebook contests and giveaways, among other tactics.)

But sending messages too often can have unintended consequences. Exact Target’s 2012 United Kingdom version of “The Social Breakup” study found that the most often cited reason consumers “unlike” a company on Facebook is that they felt “bombarded by messages.” And, as noted by Jeff Rohrs, Exact Target’s vice president of Marketing Research and Education, all consumers “have to do is just ignore the messages over a period of time, and they slowly get suppressed by Facebook. You simply won’t show up anymore, even if your brand is technically “liked.”

And there it is, my friends in small business. While your intentions, I’m certain, were to build your following and build relationships – one of my life mottos is “All things in moderation.” There are some social media professionals that will tell you there are specific times to post – be it to Twitter, Facebook, Instagram or any other platform. They’ll also tell you there’s a magic number as to how many times you post in a day. I personally think that’s a bit bogus. It’s not about how MUCH you post anymore. It’s about how CONSISTENT you are.

Sure, analytics can tell us when the majority of our audience is online – however – you need to keep your eyes open. Watch what you post. Pay attention to the content, the reaction of your followers, amount of engagement. Idle posts get you nowhere. Once people start seeing others talking – they’re going to want to be heard as well – and YOU need to listen. No computer can replace human contact, interaction… relationship building. This is all dependent upon you, someone who knows you and your business or someone you trust can learn it.

Moral of the story – Is marketing via social media a science?  Of sorts – but the truth is that there isn’t a cookie cutter approach to it. Each business is different as its audience is different from one to another. Audience = people. As we each are different, our businesses must cater to that uniqueness. This is the joy of relationship building, therefore, the joy of social media.

But I Don’t Wanna.

Too bad.  You have to. Choose, that is. You have to choose. I spent most of my adult life thinking that I could not only be everything to everyone, but that I could also do everything that my little heart desired. Here’s reality:  You can’t. That’s absolutely not pessimism. It’s reality. The good news is that you can still be a lot of things to a lot of people and you can still do plenty!

Here’s a little story about me.  I didn’t know (and quite frankly, still don’t) what I wanted to be when I grew up.  I had passion for so many things in life and it was hard to nail down ONE.  When it comes down to it, though, is life really supposed to be about what you want to BE (your occupation) when you grow up or is it supposed to be about what you DO (how you experience life)?  I’m going to have to cast my vote for “do.”  And that’s how I landed where I am today.  Yes, I still work for other people, but they don’t dictate my schedule.

You see, when it comes down to it, I can do pretty much whatever I want to do.  I’m a quick study and I take great pride in doing my work and doing it well.  I could be a janitor, a drummer for a band, a surgeon – any number of things.  I have absolutely no doubt about it.  Here’s what I know though:  Any one of those occupations, while fulfilling in their own ways, would nail me down – geographically speaking.  After much contemplating about what am I passionate about in life – it boiled down to one general subject: Culture.

I. LOVE. PEOPLE.  I love learning about the cultures of other people.  I love learning about their history, their faith(s), their traditions, customs, fashion, food…. and then there’s their language. *SWOON*  I’m a language FREAK. I love it, I pick it up quickly and I just feel this sense of community.  So it was then that I understood that it wasn’t what I did for a living that was important. It was that I needed to do something with my life that not only paid the bills, but allowed me to connect with people of all races, cultures, languages, etc…  No desk job will EVER allow for that.

My laptop and I can travel anywhere we want though.  We can engage audiences globally. We can post on behalf of clients no matter if we’re in London, Dakar – or even Alaska.  Do you need to like what you do for a living and be good at it? Yes, absolutely.  If you’re stuck behind a desk and want out, find a way. Your life is entirely too short to waste wishing you were somewhere else or doing something else. Get creative.

Warning:  This will NOT be easy.  I was having a conversation with a friend on Saturday after doing the Shamrock Beer Run.  I mean – what fun is running if there’s not beer 1/4 mile away?? Anyway, we were talking after the run.  She’s involved in martial arts. That is something that has always intrigued me.  Is it a passion? Nah. I’d like to do it for the fitness aspect and for self defense purposes, but it’s not a passion.  She told me that it wasn’t too expensive – blah blah blah (not to discredit what she was saying – just don’t want to bore you with the details.)  Truth is that I pay $20/month for my gym membership.  I train with a personal trainer 3 days a week.  I don’t NEED to fork out more money to anyone else for fitness reasons.  Not when I have goals of traveling globally.  That money is best put toward my goal. It’s not going to be easy. You’re going to have to say NO a lot more frequently than you’re used to most likely.  There WILL be reward though.  I personally find one of the best rewards is having that ah-ha moment when you realize you’ve grown professionally and just as a human.

Find out what it’s going to take to start that bakery and make it the best damn bakery there is.  Find out what it’s going to take to get yourself to be a certified personal trainer so you can start impacting the lives of those around you.  Whatever it is that you want – staying in that chair, making the same decisions day in and day out is only going to keep you… in. that. chair.  So move.