Report: People Tiring of Some Social Media Tactics

A recent AdAge article alerts marketers eye balling social media to the fact that the members of social networks may be getting sick of constantly being asked to install this app or forward that message to their friends. If we follow my party analogy, this shouldn’t surprise anyone

The article sites a new report by the Internet Advertising Bureau that says, “Nearly a third of social networkers say they are fed up with the constant requests to join groups and try new applications,” which is natural if you think about it. Imagine being invited to a party by a trusted friend who tells you all your other friends will be there. You go and are immediately cornered by someone you’ve never even met who asks if you’ll tell all your real friends how cool he is. “Seriously, dude. Tell them I can save them a bundle on their insurance. They’ll thank you later.” Um…no.

According to the report, 31% of respondents said that the most annoying thing on social networks was all the invites to install applications. Guess what, everyone now knows there’s this awesome party across campus and it’s being invaded by your dad’s buddies who wear fashionable jeans and want you to introduce them to your cute friends. Doesn’t that sound awesome?

So, what’s a savvy marketer to do? First, go ahead and attend the party but maybe think about what you’ll say before you get there. There are probably some people there who’d like to meet you and would love to talk about how much they love your product or maybe even suggest improvements, but that’s not their primary reason for being there. Come in with something of interest and then let THEM talk. Ask a lot of questions, listen, and respond. Give them some tips on using your product they’ve never considered and promote the tips they’ve shared with you.You know...be cool.

“The IAB research found that exclusive content, which appeals to 28% of social networkers,” the article notes. “And a genuine interest in the message, which attracts 37%, are the keys to a positive response from consumers on social networks.”

The key takeaway from that data is that social networks are not the place to recycle advertising. People hate that. It’s a waste of their time and your money. Bring something they can't get anywhere else and meet their expectations if they decide to engage with you there. In other words, don’t be they guy who ruins the party.