So a short while ago the mighty Chris Brogan (@chrisbrogan) tweeted the following: “Social media isnt cool. Human interaction is cool. Just fyi.”
Some people took that as him dogging Social Media but if you know Chris you know that’s not true. I think he’s just getting a little spent on the level of noise and clutter that is being slung around Twitter spammy DM’s and other social sites. I’m sure he’s also probably tired of all the new social media “experts” that have cropped up that are more savvy as used car salesmen than they are true marketers who actually care about the conversation. The buzz-word minutiae that won’t seem to let up when it comes to “Social Media” is…..overwhelming, like tidal wave . When I hear or read that phrase now, it is starting to feel like I’m getting my first tattoo and the artist keeps going over the same spot again and again and again even though he should be moving on to another spot. “STOP I GET IT!” Shotgun marketing methods and not knowing the real point of Social Media is the cause of all this chaos.
Here’s How I See It
Now onto the main point of this post. Whether you are using Auto DM messages on Twitter or regularly and aggressively scheduling libraries of recursive tweet ads (twads? blech…) on TweetLater, you are tired of the time commitment and maintenance of this new “social media” fad that you are trying to convert into a “get rich quick” scheme. My humble message to those people: I have some news for you.
Automation (“in the recurring output of scheduled ads” sense) and Social Media cannot live in the same in universe philosophically with causing the apocalypse. This does NOT include one press release tweet being scheduled early one morning, an Auto DM set up to let people know you are on vacay, etc. I’m talking about the meager attempt, whether intentional or not, by low quality marketers who are trying to replace human interaction and relationship building, with scripts and automated tools.
We all know that the marketing relationships with our customers are only as solid (and lucrative over the long term) as the amount of time, effort and genuineness that we are willing to give to them. It takes time to cultivate real conversations and relationships in marketing. You can’t automate that. It’s like me trying to write a script that will raise my 3 sons for me…..as much as I’d like to have that lying around when they are bickering so I could go have a peaceful cup of coffee some place until my new bickering children script helps them figure it out, there will never be a time when marketing is not about real people having real conversations, especially in this day and age.
If you don’t like people, interaction with people, investing time in people, then please don’t get into social media.