WebMarCom Blog: Focus on Web Marketing Communications

Social Media Marketing: Why You Aren't Followed!

Social Media Marketing is a lot like social networking at a Chamber of Commerce event.  I'm a member of a few chambers, and I've attended my share of networking events.  Typically when you walk into the room, there are people that you know and people that you don't know.   The  way that you interact with these folks will determine how successful you are at networking. 

Inevitably there is at least one person who 'breaks the rules' of networking etiquette. What is that etiquette?  It's an unspoken agreement that we are there to do business, but we are also there to help each other.  Hey, no one likes someone who is a 'taker' - that is, someone who is interested in getting your business or getting leads, but has never offered a lead in exchange. 

So, why does this social exchange have an impact on whether someone may elect to follow my Twitter stream or "like" my business on Facebook?  Good question.  It has to do with what I like to call TOF or "The Obnoxious Factor". 

Being obnoxious knows no age or race, but it's easy to spot.  You know it when  you see the reactions of the target of TOF.  The victim tends to back up, until sometimes, cornered, they are stuck listening.  The onslaught of TOF is usually manifested as a barrage of sales talk. 

Are you guilty of TOF?  

To avoid being shunned or 'unfollowed' there is a simple rule to follow. I refer to it as the 70-20-10 rule:  

70% of the time, listening and communicating

20% of the time, adding information 

10% of the time, talk about you/your business

Keeping this rule in mind will help you with building a following in social media such as Twitter or Facebook, and also will help you with real-life networking events.

Recently, SmartBrief's SmartBlogs did a survey of what made people stop following, and their survey indicated: 

REASONS WHY PEOPLE STOPPED FOLLOWING:

Over-communication Overwhelming	44.81%
Don't add value Irrelevant postings	36.79%
Only talk about themselves Act irresponsibly	9.91%
Not open to feedback One-way dialogue	5.19%
Under-communicate Not active	3.30%

So it begs the question - Have you ever 'unfollowed' and if so, why?  Or, have you been unfollowed, and do you have any idea why that happened? 

Attracting followers is great, but attracting them and keeping them engaged and involved is even better! 

WebMarCom is an Internet strategy and Web Marketing Communications Agency based in South Jersey and Philadelphia.