Bubba the bad ass doorman

Uninvited guest jokeIn busi­ness, how you com­mu­nic­ate online (through social net­works) will determ­ine how suc­cess­ful you are. Busi­nesses need to think of com­mu­nic­at­ing online more as a private party: if you have an invite, then you’re in, but if you’re try­ing to gate­crash then every­one will turn into ‘Buba’ the bad ass door­man…! – and they’re all qual­i­fied to issue you a SMASBO (Social Media Anti-Social Beha­viour Order) on the spot!

I don’t think that you’ll be sur­prised that these off­line rules also apply online, but more so as you’ve an oblig­a­tion to dis­close you’re inten­tions and be fully trans­par­ent — that way you’ll begin to make allies within the com­munit­ies that you would like to be part of.

Inter­rup­tion… more like dis­rup­tion marketing(!)

And this is where I have ‘issues’ with how some organ­isa­tions use tra­di­tional forms of com­mu­nic­a­tions, for the most part, they try to dis­tract me from where I want to focus my atten­tion: TV ads, magazine ads, bus stop ads etc all want me to stop what I’m doing and give them 15–30 seconds of my time. And in some cases online, through rich media, although they’re more ‘inter­act­ive’ you’re still lim­ited to a con­text that is largely inter­rupt driven.

If someone’s brows­ing at work the chances are that they are search­ing for some spe­cific work related con­tent. At home, when they go online, the indi­vidual is look­ing to relax, learn, engage with friends or to be enter­tained. Their/our time is pre­cious… and this kind of approach needs to be re-considered…

Be inter­ested and be interesting

How you con­duct your­self in a social con­text is key to you being accep­ted. The main point to remem­ber is to work with the people that are already a part of the com­munity and then become part of it. Estab­lish your value and develop a sense of respect for the people there — it will be recip­roc­ated. Gauge the tone of the com­munity by listen­ing (read­ing old posts) and then respond­ing (chat). Learn what trig­gers cer­tain types of con­ver­sa­tions and view these as poten­tial future points to reflect on.

Within the social media net­works, you have the same respons­ib­il­ity that comes with being invited to party — just remem­ber that you’d like to be invited back again right! If you get it right, you’ll be able to talk with your audi­ence on a level that will not hap­pen any­where else…


SEO, social con­tent and sig­nals advoc­ate, closet geek (not fully fledge), writer, speaker, & blogger.

Founder of NOD3x (http://nod3x.com) — Social Net­work Ana­lysis, know­ledge graph ana­lysis application

Lee can be con­tac­ted by email: here


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