I got another one today.

Another friend and colleague sent out an email newsletter that was so badly broken I was embarrassed for them. Glaring mistake right up front in the “From” line. Broken links within. Pictures/graphics that didn’t upload properly (the dreaded little box with the red “X” in it). It was a nightmare. A simple pre-launch test would have avoided the whole mess and what I’m sure was a brutally embarrassing day for them.*

Later, while on a (different) colleague’s LinkedIn profile, I was shocked to find that they cared so little about the “professional face” they were literally showing to the world that they had entered their name in lower case letters. But this faux pas was nearly dwarfed by the misuse of they’re/their/there and other spelling/grammar/punctuation errors. Is it possible they didn’t realize that their LinkedIn profile serves as an “online resume,” among other things?*

Then, there’s the person who wants to use social media for business and somehow thinks that sending out banal tweets (and cross-posting them to their Facebook and LinkedIn accounts) every 10-20 minutes – 24 hours a day! – is a strategy. After several weeks of frustration at my Twitter feed being dominated by this person’s posts, I decided to count – hey, maybe I was overreacting. Not so. I actually counted 70 such tweets in a single 24-hour period by this self-described sales trainer and coach. Count the FB/LI cross-posting, and you have 210 posts in a single day. Do you think anyone – even Ghandi – would have that much valuable information to share on a daily basis? It’s obviously automated (or, I suppose it’s possible they don’t actually have a business at all and simply tweet/post all day, 24 hours a day, every single day, without sleeping). Suffice to say: You would have a hard time accepting their advice on “relationship selling” and “engaging” the prospect, when they’re so obviously disengaged.*

Likewise, the overuse of “inspirational quotes” will wear thin extremely quickly, causing you to lose credibility and followers.

Posting overused and tiresome platitudes (your own or those of others) is another sure-fire cure for the successful online presence. For some great examples of these, go here.

These are not effective social media networking or marketing tactics.

I realize that, human nature being what it is, many people who read this will not see themselves in it. But I urge you: Please take an objective look at your online marketing and networking efforts over the last 3-6 months.

  • What kind of feedback are you getting (comments, shares, retweets)?
  • Ask a trusted wordsmith to review your LinkedIn and Twitter profiles, as well as the Info tab on your Facebook profile or business page. How’s your structure, spelling, grammar, punctuation, usage?
  • Can you define your online marketing objective in one or two concise sentences? If not, you are lacking a strategy, which should be your first order of business, before deciding upon tactics.

It’s not too late to stop, review, and correct course. In fact, you owe it to your business.

*I do know the proper words to use in these paragraphs would be he/she, him/her, or his/her. However, I am protecting the guilty by not even revealing their gender(s). 😉


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