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Miracle On Social Street

miracle-on-social-street

Miracle on 34th Street is one of my mom’s favorite Holiday movies.

I’ll catch her watching it over and over again. I’m sure many of us do things like this because we want to believe in miracles…yes, it CAN happen to ME!

Unfortunately, I’m here to tell you that there will be no Miracle on Social Street.

Any time there’s a “marketing miracle” it usually means a smart and savvy marketer has planned out a strategy and tactics, bringing this “miracle” to fruition. And sure, sometimes people get lucky.

miracle-on-social-street

Watch Out For “Guaranteed”

I bring this up as a warning.

Just this week I got an email from someone (it was spam really, even though this person and I are connected on LinkedIn).

It claimed all sorts of social miracles – one of which was a “GUARANTEED SOLUTION” for targeted Fans and engagement. Another was a “guaranteed” 1500 Facebook Fans.

Wow. Perhaps if I weren’t an owner of a social media agency I might have fallen for this. However, being that I AM the owner of a social media agency, I immediately wondered why someone offering social services targeted me.

Why would I need their services? Perhaps I would outsource them for my clients…?

But then there’s the “guaranteed” 1500 Facebook Fans. Granted, there was no time frame listed in this email for when this “guarantee” would take place. And okay, obtaining 1500 Facebook Fans isn’t that hard to do.

But let’s just play Devil’s Advocate and ask, “WHAT IF?”

The Lesson

What if they DON’T reach 1500 Fans in that given time frame? Since it’s “guaranteed,” would they BUY the Fans they were lacking? Or would they just not meet their guarantee? You catch my drift…

I’ll leave this poor sap alone now and get to the lesson here:

  1. There are NO miracles, and hardly any guarantees, with social media.
  2. If you’re selling something, whether it’s a “guaranteed” social strategy or candlesticks, you don’t EVER, EVER want to spam someone. That’s what list building and opt-in strategies are for (see also, Marketing 101).
  3. If you’re selling something, whether it’s “targeted” social media or any other lead gen, you might want to prove that you know how to target (i.e.: not targeting a candlestick maker for your awesome, shiny candlesticks).
  4. BEWARE OF THE SOCIAL “EXPERT”! It seems everyone out there is now versed in social media marketing and online marketing strategies. DO YOUR HOMEWORK! Ask about your social consultant’s education, background, experience, publications, and awards and accolades. Ask who their current clients are. If you’re still in talks with the person/agency at this point, ask them to SHOW you what kind of Return on Investment they’ve provided for their clients. And as the last step, CALL their clients personally and speak with them about that ROI – you never can be too sure what “guarantees” are real or embellished these days.

What lessons have you learned from marketing messes like this?

 

See you in the social sphere!

 


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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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Category: Facebook, LinkedIn, Social Media Marketing, Social Strategy
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16 Comments. Leave new

  • Wow – that is one big heavy sigh moment! You are so right – there is no way to make guarantees like that. I’m guessing the only strategy they had was to buy the fans right off the bat!
    Carrie Keenan recently posted…City Walk-About: BostonMy Profile

    Reply
    • Very heavy sigh, Carrie. Beware social “experts” and beware “guarantees.” Maybe that wasn’t his plan. Maybe. I just don’t know how he can promise that. Plus his targeting was not the best. And then there’s the spam … People/businesses need to realize that just because we’re connected on LI doesn’t mean you have the right to use my email listed to send me sales and marketing messages. Absolute no-no!

      Reply
  • Absolutely love this, Brooke! I have been approached through email and by phone calls by both the so-called social media experts and SEO experts – all promising what appear to be miracles! Yes, if it sounds too good to be true, it probably is!
    Robin Strohmaier recently posted…How to Understand Content CurationMy Profile

    Reply
    • I’m sure you get the business end of all the SEO “Expert” stuff frequently. That’s why I’m glad we have you on our side, Robin – for REAL SEO advice. I’m glad you enjoyed the post – and thanks for sharing in the social sphere. I appreciate you!

      Reply
  • I have received a few similar e-mails and my thoughts were the same as yours! I also thought I don’t just want fans, I want people that I’m engaged with so, NO THANK YOU!

    Reply
    • Haha, love your spunk Shannon! I happened to get another email blast from a place of business I’m connected on LI with letting me know that they still had space available for their holiday parties. More spam! I’m not connected with you to receive your spam … especially when it’s clearly a marketing and sales blast with no personalization!
      Thanks, as always, for reading and giving feedback. 🙂

      Reply
  • To paraphrase Lewis Carroll’s Jaberwocky…”Beware the Expert-Jock, my son….” And yet this ply works because biz owners so desperately want a quick, easy, guaranteed solution! So hard to tell them there isn’t one….it takes time and effort!

    Reply
    • I LOVE Lewis Carroll, Kerry! I did my honors English thesis paper on ‘Alice In Wonderland’ – and it’s still a favorite movie of mine.
      Agreed. It takes time, effort and some know how! Thanks for your input …

      Reply
  • Avatar
    Jennifer G. Hanford
    November 28, 2012 8:01 PM

    I’m so with you on this, Brooke. I shy away from offers like these…I may be a skeptic, but oh well! I’m of the belief that if it seems too good to be true, it usually is. Great post, Brooke!

    Reply
    • My dad is full of sayings like that, Jenn. If it’s too good to be true, it usually is. There is no free lunch. I don’t see him (or you) as skeptics, just really smart people who know better. 🙂
      Thanks for your comment!

      Reply
  • This must be the time of year for more “experts” to come out of hibernation. I’ve received a few emails and new twitter followers with similar offers of building numbers and not relationships. Not to be a Scrooge, but No Thank You. And, I’m with your Mom; I love Miracle on 34th street!

    Reply
    • I’ve heard lots of people saying they’ve been getting spammed, Nancy. Why then is it called the ‘Happiest Time of Year’? I don’t think anyone will think you’re a Scrooge for saying NO WAY … I mean … no thank you. 🙂

      Reply
  • Seems to be an epidemic of this kind of unsavory behavior, Brooke, and I’m so glad Robin mentioned the (alleged) SEO experts. Those folks are coming out of the woodwork!

    I coordinate the marketing for a local ophthalmology practice and I’m SO sick and tired of all the telephone calls I get from SEO “types”. They make themselves sound like they’re capable of feeding all the starving children on the planet and creating world peace … simultaneously. Ugh. 🙁

    Please don’t think of me as smug but …
    I love to shoot them down about two minutes into their sales pitch. The majority of them don’t like it (one bit!) when I start questioning their credentials and experience. And they REALLY hate it when I know what I’m talking about. I have to almost laugh out loud when they offer to “optimize our website” for keywords … because I know they haven’t taken two minutes to even look at our website. Sheesh.

    Absolutely wonderful post!
    Melanie Kissell @SoloMompreneur recently posted…Out With The Trash And In With The TreasuresMy Profile

    Reply
    • HAHAHA! Thanks, Melanie! I was laughing all the way through your answer. I think we were separated at birth. I’d give my right arm to tell a few of those “experts” out there just how little they know – and to do it in a room full of their potential clients!! Can I be a fly on the wall the next time you get a call??
      It SO easy to spot who knows their stuff and who doesn’t …. now it’s up to us to show the masses how to spot the real from the “fauxperts”!
      Thanks for your support – and the SMILE this morning.

      Reply
  • Avatar
    Heather Myklegard
    December 3, 2012 2:15 AM

    Great article Brooke. I received an e-mail the other day. It said how many fans I had and promised my 700 more fans within 3-5 days for only $35. I was surprised they knew so much information. And you are right, there are no miracles.

    Reply
    • They’re getting a little pushy this Holiday Season, aren’t they Heather?! At least you know better – I feel sorry for the people who sign up with these “experts” and then are sorely disappointed.

      Reply

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