January 17, 2017
Social Media: Personal vs Professional
We all know those people on social media who are incredibly proud of their small business, startup, or work ethic. And of course we know those Facebook friends who share every intimate detail of their day and their life. The question that interests me is which is a better use of social media and which is more appropriate. Even as I type that last sentence I struggle with such a harsh and complete distinction of a right vs wrong use of social media. Let’s look at the pros and cons for these two approaches and then see if we can draw a conclusion about the right approach to a social media strategy.
There are many different types of social users and I still vaguely recall reading a humorous post at some point in the past about the top 10 different social profiles. Although that post was shared with light-hearted joking there was value in the labels. And so even though I am only drawing attention to a couple of those profiles I want to focus on them for the sake of comparing and contrasting them.
The Eternal Professional
This is the person who is forever posting business advice, their tips for success, or re-sharing the latest Simon Sinek video with the cliche comment, ‘this is how we do it at my company”. The eternal professional is constantly seeking new ways to say the same thing. “Here’s my business, you should be interested.” The problem with this approach I believe is the failure to understand their audience. How many people truly want to see what you’re doing in your business on a daily basis. At what point does sharing your business dealings become a cold and impersonal advertisement? The risk of the eternal professional is a lack of interest from their friends and followers. Gradually you’ll lose their attention, they will scroll past your posts faster than you can say, “business brag”. But there has to be some upside to this approach to social media right? I believe there is. Just like the old adage says, “the squeaky wheel gets the grease”, there is certainly some value in being the loudest proponent for your own startup. You’re actively putting your brand in front of the eyes of your fans. Whether they read your post or quickly continue their phalangeal flicking their eyes and their brain have been imprinted with your business brand. Congratulations you’re becoming a master of subliminal marketing.
The Exasperating Personal
This social sharer is the friend or family member who believes the world is fascinated with their every mundane life detail. No personal problem is too big or too small to be broadcast to the universe. Their posts show you how much they love their coffee, their breakfast, their kids, their wall color, their animals, their…well, you get the idea. Everything is shared. The problem with this is similar to the professional’s problem we looked at first. There comes a point when a little filtering and self-moderation becomes a good thing. Do your friends really need to know about the color of your toenails this week? Do you believe their lives are better as a result of seeing your breakfast burrito? The risk of the exasperating personal is alienation from your followers. When everything is shared, nothing is special. You don’t want to be labeled as the self-interested, self-obsessed social sharer. But there’s a positive here too. Connection and endearment are the two biggest benefits of sharing personal stories. You have the opportunity to connect with people. They see your life details and feel as though they know you and can relate to you. You may bring a smile to a face, share a laugh, or even possibly begin to build a relationship.
As I look at these two personas I realize I’ve oversimplified things to an extent. As I shared previously there are more than two profiles and variations on those as well. But there’s value in a quick introspection of your social persona as it relates specifically to these two types. I too struggle with this dilemma. After writing the above descriptions I believe I fall more solidly in the Eternal Professional category. And I see the pitfalls of that approach. I am also strongly against the overtly personal approach as well. But as any good, self-respecting writer must do, I must draw a conclusion.
There is no decision that we can make that doesn’t come with some sort of balance or sacrifice.
– Simon Sinek
The truth of the matter lies in a familiar and frequently shared topic on my blog: balance. Once again, as with so many other areas of life;
balance is key. Being able to identify your tendencies will allow you to focus your time and attention on improving your balance. In this case don’t be so focused on the professional that you lose touch with your personal side; or contrary to that, don’t be so passionately personal that you neglect to share things of worth or value to others. There is nothing wrong with building a brand, sharing business advice, and growing your followers for your startup; but be moderate. Think of your audience. Write your posts with your followers in mind instead of yourself.
Therein lies the second observation: focus. Focus on your friends and followers instead of yourself. By shifting that focus you will be mindful about what you share and even when you share it. Be relevant, be interesting, be inspiring, and be entertaining.
I know being able to identify my own tendencies is the first step in improving myself and so I expect in the very near future you’ll see a better balance in my posts. I trust this post will help you evaluate and improve your social profile in the future as well. What kind of social sharer are you? Do you think you should change? Find your focus and be more balanced? I look forward to hearing what you think.
March 18, 2015
The Power of Product Hunt
Chirp. That’s how it began. A single, simple, chirp from my Tweetdeck. I was in the middle of a meeting in my office when the tweet came in and I glanced only half-interested while deep in conversation. When I read the tweet however everything else stopped.
— Product Hunt (@ProductHunt) March 17, 2015
That was all it said. Added as a maker of Mautic. (Our open source marketing automation platform and community.) But I knew what this meant. I was very familiar with the twitter handle @ProductHunt. For those that don’t know what Product Hunt is here is a brief explanation. Product Hunt features a list of the best new products on the web. Every day the list is restarted. Throughout the day these items are voted on by the community and comments added. This social aspect allows trending of the most popular new items. For startups and early stage communities this is an incredible achievement and I was well aware of the power of Product Hunt. I’d even submitted Mautic in the past but had never heard anything back.
Happy St.Patrick’s Day
Now, here on St. Patrick’s Day, I had just received notice that we’d been added. Things kicked into high gear almost immediately. I excused myself from the meeting I was in and quickly informed the rest of the Mautic community that we had been “hunted” as Product Hunt refers to the adding of a new item.
And as expected, traffic spiked. (See graph above) We watched – anxiously monitoring our web servers as they creaked under the sudden load increase. But though we may have been anxious we had a confidence because we had some great tools in place.
Some Of Our Tools
We were using a CDN for static assets (CloudFlare is amazing), we also have a secret weapon (not too secret). We use New Relic. We could monitor throughput, response times, CPU usage, memory usage, and errors in live time. This was incredibly helpful as there were moment when we were registering a dozen accounts a minute and we found a problem with simultaneous registrations. We were able to fix them incredibly quickly and notify those few affected users directly. Remember, first impressions are everything! Zendesk was also a great help in monitoring and responding to any specific questions or support issues.
Of course we had thoroughly tested and re-tested to ensure we could handle a traffic increase and traffic spikes (we knew we would be wildly popular once people began to hear about Mautic). But there’s nothing like the confidence that when things are actually exploding you are capable of dealing with the situations as they occur.
Helping Continue Momentum
We continued the buzz by promoting Mautic’s addition to the list through various social media posts. We had to work fast because although we were aware of Product Hunt and hoped to be featured we had to create the resources on-the-fly. We created a custom short URL, http://mau.tc/prod-hunt which would be easy to share (Thanks to Bitly.) And then very soon after the announcement we released this on our social media platforms:
But we didn’t stop there. We continued to share the good news to hopefully increase the visibility of our listing throughout the day. We updated all our social media platforms at the same time. Following some good advice we didn’t stagger our announcements but posted everywhere.
Later we created a second social media announcement focused on the specialness of being listed on St. Patrick’s Day and later in the afternoon we released this graphic:
The response was tremendous. These social media posts helped to boost our presence and awareness of our placement on Product Hunt. As a result we saw an increase in upvotes on the site and our listing began to trend. Things continued to grow as a result and now, the day after we are still “above the fold” as we continue to trend into the second day on Product Hunt.
All in all the day was a thrilling and somewhat wild ride. We saw thousands and thousands of new users and an incredible response to Mautic. Just as we had all suspected, people are thrilled when they discover the power of free and open source marketing automation. My alert may have started with a single chirp from a single tweet, but it wasn’t long before the notifications were coming in so close together the sounds were overlapping.
If you have a startup or a young community then you may be aware of Product Hunt already. If not, you should be. If you are, take a look at some of the tips I shared above to help you capitalize on your listing and do everything you can to maximize your social sharing!
April 24, 2014
It seems as though more and more people these days love to jump on Twitter and post whenever they’re annoyed, angry or frustrated with a company or service. Sharing only your grievances on Twitter will quickly alienate you from any potential followers. Here’s why you should tweet happy.
I’m certainly not against using Twitter for communication with corporations and if you look through my twitter history you’ll see several different examples of how I used Twitter to express frustration with a company or disappointment in a service. (Here’s an example and here’s another). But I also tweet when I’m happy with a service or a company. (please see Exhibit A and Exhibit B). So I would encourage you to be balanced in your tweeting because a balanced social media profile is a good thing.
Sprinkle equal amounts of praise and criticism in your posts, along with a healthy dose of information, anecdotes and more. Always focus on the purpose of your social media platforms. Are you seeking a place to simply talk, or are you looking for communication? Are you seeking connections or do you just want to shout at people through the twitter bullhorn?
We’ve all been in the room with the person that just won’t stop talking about themselves, their problems, and their situations. It’s not fun to listen to them. In fact, most people can’t take it for too long before they begin to tune the person out and eventually wander off completely. No one likes to be around that type of person. The same holds true for your online social media networks. Think about the other person. Is the information you share relevant to them? Are they interested in what you share and more importantly do you give them reason or opportunity to interact with you?
You shouldn’t always be talking. You should be engaging. I want my social communication to be a two-way street. As much as I want to share, I also want to listen. I want to make connections and I want to learn about the interests of others. By doing this I am making sure I demonstrate that I am not the most important person. Your social posts give you this opportunity. Take the following four tips when posting on social media.
1. Post About Your Business Sparingly
No one wants to hear 24/7 tweets about your business and your product offering (remember that guy in the room you can’t wait to get away from). I’m not saying don’t post about your business, but do it in moderation. Share your business successes (and failures), share about your services, but consider how often you do so. Also, give information and advice based on your business experience. This leads directly into the next tip.
Share Business Strategy
As your business has evolved and grown I am sure you have found ways in which you could have done things better. Or maybe you found something that works very well for your business. Share tips and insights which your followers will find interesting. This is a different way of sharing about your own business. It provides your followers with information about you and your business without making anyone feel like they’re being “sold” something.
Be A Channel
Don’t be afraid of posting or re-posting content from someone else. Now I’m not saying you claim it as your own, give them the credit and merely retweet or share their information. This will give others valuable information which you have in a sense curated for them. You’ve applied your knowledge and wisdom to pull out those articles and nuggets of value and shared it with them. You’ve made their life easy and they’ll appreciate you more for it. There is nothing wrong with sharing someone else’s content.
Don’t post too much of any one thing. Don’t share too much about your business, don’t share too much strategy, don’t be just a re-tweeter of someone else’s information. You must stay balanced. By offering a well-rounded online social profile you demonstrate your full character. You want people to know you, not just one facet of you. Just as if you were talking in person to someone – you should conduct your social posts in the same way.
It’s simple really and we can all do it. Take these four quick tips and improve your social media profile. Remember don’t just post when you’re dissatisfied with something (or someone) but offer a well-rounded and true representation of your business and ultimately you.