Social Media, Not Business Media

I have 2.5 million potential contacts on Linkedin, about 1,500 friends on Facebook, and 5,700 followers on Twitter. I tell you this to demonstrate that I belong and am active, and that I speak not as an outsider, stranger to the tribes, but as an insider, adept at the rituals. You can’t deeply understand something you’re not part of in many cases (which is why I’m a life member of Mensa, one of the oddest institutions in the world).

In any case, the social media platforms are fascinating. Every morning I post three tweets on Twitter with what I think is solid, pragmatic value within about 80 characters (to allow for retweets). I refuse to debate people who always want to point out some exception (these are the folks who find six typos in my books, write me and not the publisher, and tell me that they can’t read them—but haven’t you already done that?).

I accept anyone who applies to follow, link, or befriend, with the exception of one woman who was the most unethical person I ever met in the speaking profession and ran a horrendous bureau. Otherwise, I’m as cordial as can be.

On Linkedin I occasionally promote a workshop, and on Facebook I post some vacation photos, my granddchildren living the good life, and an infrequent response to someone who feels it’s a sad day for America because his or her particular, private agenda hasn’t been met or someone has read the oceans have risen by a fraction of a centimeter.

My point is that Linkedin is probably somewhat successful for reaching people. I think that you may be able to find a senior executive and get a direct message read because assistants don’t screen Linkedin communications. Twitter is a nice exercise in refining your intellectual property and learning to be succinct. Facebook is a non-discriminating club where you can let your hair down and continually self-publish to your heart’s content.

But as a serious consultant who markets to corporate clients, none of this is very vital or even important. Your best route is to stand out in a crowd, not become part of it; to allow your voice to be heard, not drowned in the noise; to be personal and not posturing.

Nothing about this has changed in the last few years. The exceptions don’t discount the rule. These are social platforms, and they’ve given rise to a new life form, the “social media marketing expert.” They are as relevant as a fog horn on a tricycle.

These aren’t “business media platforms.” Those, you create on your own, not with followers or friends, but with prospects and clients.

© Alan Weiss 2013


4 thoughts on “Social Media, Not Business Media

  1. Alan,

    I just finished reading your post and burst out laughing. Not at the content, because, I agree with what you’re saying. But at the fact, that you’re that proverbial kid, that just has to poke at the Hornets nest just for the fun of it.

    You know that the PSMS folk (predicable social media supporters) are going to come and start screaming at you about how you don’t understand how Social Media works. There will be those who will tout their one and only “get” of a major client via Social Media.

    If I didn’t know better, I would guess you took a long position on popcorn futures. I just went up and put a bag in the microwave, and I will be sitting back and waiting for the predicable to transpire, as only you, King of Social Media can make happen.

    It must be something in the salt air that gets your inner mischievous kid going. I’m looking forward to the fun that is about to take place.

  2. People are afraid to debunk the hoopla because they won’t be seen as hip or young or clever. I find it all amusing but indicative of the lowest common denominator our society is becoming out of fear of excellence.

    From the beach at our place in Nantucket where great truths are revealed….

  3. I love it. My guilty pleasure is the occasional check in to your Twitter account to see you telling someone to “move on”. (always good advice)

    Creating your own business platform. Good stuff.

  4. I find the few people on Twitter who demand to argue my 80-character tweets because they can find an exception are the truly benighted, boring, pains in the rear who snipe from the sidelines because they’re not good enough to get in the game. The problem with social media platforms is the absence of a 300-poung, 150-IQ bouncer.

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