If there is still an unsolved mystery left on this planet, it’s this: “Why doesn’t anyone pay any attention to the real social media experts?” Sure, we buy their books. Sure, we toss around their names. But almost no one practices what folks like Gary Vaynerchuk preach. Mistake.
In case you don’t know, Gary Vaynerchuk is one of the true natural superstars of the Twitter and YouTube world. Yes, Virginia, Gary has realized just a tad of R.O.I. from using social media. Would you believe a 10-fold increase in sales over the last few years?
His newest book is called The Thank You Economy – and it’s likely to sell like mad, top the bestseller lists, make him another boatload of money and be completely and totally ignored by almost every Twitterer and Facebooker on the planet.
Wrong, Wrong, Wrong
What’s Vaynerchuk saying? The essence of his message comes on Page 51:
“…most companies already attempting to use social media platforms aren’t using them correctly.”
What cojones!! But, he’s totally right. You only have to dip your toe anywhere in the social media waters to know it’s mostly sales sludge.
Let’s take a look at some of his points:
For the record, I dislike the term “social media.” It is a misnomer that has caused a boatload of confusion. It has led managers, marketers, CEOs, and CMOs to think they can use social networking sites to spread their message the same way they use traditional media platforms like print, radio, television, or outdoor, and expect similar results and returns.
Yup – there’s certainly a lot of spreading going on, even slathering sometimes. “Buy my stuff” is practically the anthem of Tweeters everywhere. But, not Gary:
If people mentioned they were drinking Merlot, I gave them my Merlot recommendation, but I didn’t mention that they could buy Merlot on my website.
What?!! You freaking freak! Don’t you know that touting, selling, pitching and boasting are about all anyone does these days on Twitter and Facebook. But, as Gary says:
You cannot underestimate the sharpness of people’s BS radar—they can spot a soulless, bureaucratic tactic a million miles away.
Automatically Not for the People
Oh, you mean like “Automatic Tweeting?” We’ve heard endless folks brag, “I just cut up my book into little snippets and then I automatically schedule them.” It’s true.
We even know Twidiots who tweet every hour of every day. They never sleep! Now that’s realism for you. And, even though they never sleep, they also never, ever respond to the people who ask them questions, say nice things about them or otherwise want to engage with them. Because they’re NOT there. It’s just an anti-social machine that is spitting out their auto-drivel. What’s worse—the people who sell these programs are actually proud of them!
Social media is not easy, that’s for sure. We’ve heard many business big wigs whine about social media, “We don’t have time for this.” In Gary’s opinion, though, you may not have time not to do this:
Tall order. Yup. A lot of work? Heck, yes. But companies no longer have a choice. I know that for many business leaders, investing in “engagement” is the same as eating a mouthful of cotton candy—it tastes sweet, but leaves you with a whole lot of nothing. However, I’m going to show you there is no more risk in allocating resources to perfecting a social media strategy than there is in screaming “Buy My Stuff!” on television, radio, in print or on outdoor media.
The risk of “Buy My Stuff” is that you will be completely ignored by anyone with any brains. It’s that BS radar. Your customers, readers and followers have their radar on at all times—and you can’t fly under it, no matter how low you go.
What it comes down to is that no one wants to follow you around to simply watch you put up billboards.
Ideally, though, your goal should be “No Interaction Left Behind,” because what pays off most is your willingness to show people that you care—about them, about their experience with you, about their business.
Vaynerchuk is at his best when he talks about the 11 Reasons companies won’t commit to using social media, but you’ll have to read his book to find out what those 11 are or we’ll never finish this article.
Nothing New Under the Social Sun
Gary’s message is not that new or innovative, it’s just the latest (and one of the most coherent) in a long string of social media experts who agree with Gary (and are as ignored as he is). Chris Brogan, David Meerman Scott, Shel Israel and many others have said the same thing—connect, don’t bloviate.
Let’s put it this way. Our unsolved mystery might just be solved if we’d actually take the time to read these books. Maybe then we’d stop sending automatic tweets into the Stupidsphere. Then we wouldn’t create Facebook business pages only about us, instead of about our customers, partners, advocates and suppliers. And, we might actually write a blog article worth reading, or record a video worth watching.
So, Gary we should all be lifting our glasses, and…. and… what was the name of that Merlot you recommended?
{ 14 comments… read them below or add one }
Michael,
An engaging, challenging, inspiring blog. I believe I accidentally set my blog to tweet new posts, but I’ve been too lazy to “fix it” since I doubt many people are reading at 1 am. At the very least, I need to stick to the “12 to 1″ guideline you give: 12 tweets focused on others to every one that “sells my stuff.”
Thanks for teaching us how to put others first and be successful in all ways! Blessings, friend.
-Sara
Hi Sara,
If anyone has figured out that Twitter and the other networks are “social,” it’s you. I think there are some people who say, “I’m way too important to spend time on this, so I’ll have an auto-generator do it for me.” And, then there are people like you who say, “I’m way too important not to give of myself on this network (and others).” Thanks.
What a treat, Michael!
I found this article via a link you sent me, but when I read it, I didn’t realize it was something you had written. I was reading along, thinking, “This guy’s got it right. So does this V guy. Why doesn’t everyone else get it? Social media isn’t about selling stuff. It’s about building connections, creating friendships, cementing relationships. Heck, then people are going to want to buy your stuff, even if you don’t have ‘stuff’ to sell.”
What a great article – fun, engaging, true.
Great job. Thanks for sharing.
Ann
Thanks Ann,
For a long time now I’ve noticed that the people who comment on blogs, actually comment on Facebook pages once in a while and respond back to you on Twitter are all the same people. And, they’re NEVER the 99.5% of social media experts who @garyvee rightly calls clowns.
It’s not only Ann who “gets” the social aspect of social media, it’s everyone over at Ragan Newsletters, including Mark Ragan (the CEO) and Sam Hosenkamp (their social media editor).
They are all social media “experts” in my estimation – and we ought to throw the whole other 99.5% out the door now, and start cleaning up these muddy waters. Thanks!
I’ve been intrigued by Gary’s views ever since I was introduced to Crush It at a Tweet Up last year. I was familiar with his wine reviews prior to that. I haven’t read enough of his stuff to form a complete opinion, yet. But I’m a firm believer in not creating a social bubble where you only hear things that you already know/believe, so I’m open.
As far as auto-tweets, do have my blog set to tweet my new posts. I try to personalize the tweet before hitting “publish” when I remember. But I engage on Twitter beyond my blog posts. If you set your Twitter feed to auto and then leave, that’s bad. But if you can incorporate limited automation with your in-person engagement with other users, it can be an asset. The problem is that some don’t find that balance. I like to think that myself and my employer (which uses social media to market as well as engage) have.
Oh, Michael, that’s very nice of you. I’ll share your kind words with Mark and Sam.
Thanks. You get it, too, and I’m glad our paths have crossed.
Ann
Hi Chris,
I think it’s natural to want to somehow do more than humans are able to do. Technology makes that possible. But, as we like to say, “Just because you can, doesn’t mean you should.” Would you automate any social interaction in the real world – like prepare a series of comments you would say in church, regardless of context or who was listening to you? Recently a very social Twitter buddy was “away from his desk” for a while. That would be easy to figure out if he just was quiet, but tweets kept coming through his automated Tweetie Blurber. Technology can help us to be more productive and to save time, but automated technology when it comes to sociability is simply anti-social. But, agreed, good to hear the other side – and thanks for the comment.
My “auto tweets” aren’t really auto in the sense that they are completely automated. I don’t schedule posts, and actively write them just before publishing. It just saves me from having to manually tweet after it publishes. Believe me, I’ve forgotten once or twice. Is it really any different than using the “tweet” button on a blog to share a post I like or when I retweet something?
Hi Chris, after I wrote that comment above, I went to your Twitter account. You have nothing to worry about at all. You’re way more social than 99% of Twitterers. You’re way more social than I am (not that hard, admittedly).
We need more Twitter users like you.
I agree setting up a feed and putting it on full auto is bad form but that’s not what I do.
This is brilliant Michael! You always nail it (or should I say CRUSH IT!) Gary V is brilliant and his wine must be laced with caffeine because the guy never sleeps. He is a relationship builder and nurturer through and through! Too many people use Social Media to simply BROADCAST and forget that it is about the RELATIONSHIPS not the technology.
Thanks again Michael… You have opened my eyes from the first time we spoke. Even though I know most of this in theory, you have taught me that it must be part of my practice. I always think that time is a significant challenge but all the excuses aside… you are very accurate and I thank you for your insights.
Hi Gina,
Let’s see there are a few social media experts left in that last .5%. In Colorado there’s … um…. you. And,…. there’s also, um…. you. And, … well, anyway … you get my drift. Thanks for coming out to play with us.
I always think of what @garyvee says – that 99.5% of social media experts are clowns. I just ran into two more this morning as emails hawking new LinkedIn workshops and new Facebook workshops landed in my inbox. Total clowns.
If anyone wants to find a true social media expert who understands that it’s about fun and conversations and fun and relationships and fun and…… boots, it’s you!
Hi Daniel,
You’ve got a great point about time. We work with executives and companies that, dare I say, have a lot of work on their desks. It’s why you see so few people on Twitter other than SEO folks, online marketers and “social media experts.” I think the biggest challenge for all of us who care about the social sphere, and dearly hope it doesn’t turn into the Stupidsphere it is quickly becoming, is to figure out a way to make this stuff work within the time frame of a busy CEO. Big challenge, but the more we work on making it relevant and simple and we minimize the clowns, we can still have hope.