Social Media Marketing: Networks Etiquette and Inspirations

15 november 2010
DM10 conference holstebro, denmark
massimo burgio
global search interactive / sempo
social media ethics + policies
social media etiquette: inspirations
PART
THREE

it’s time to start thinking about getting a
policy
social media
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

you need a social media
policy to protect your
• company + brand
• employees
• audience
why you need a social media policy

top corporate social media policies
• IBM Social Computing Guidelines
• Intel Social Media Guidelines
• Kodak Social Media Guidelines
• New York City Social and Public Media Policy
• RightNow Social Media Rules of Engagement
• Coca-Cola Social Media Principles
• Oracle Social Media Participation Policy
• Sun Guidelines on Public Discourse
• Massachussets Government Web Communication Policies
• UK Cabinet Office Digital Engagement Guidelines
• BBC Staff Editorial Guidelines Personal use of Social Networking and other 3° party sites
• Electronic Frontier Foundation How to Blog Safely about Work
• Dell’s Online Communication Policy
• IOC Olympic Athletes Blogging Policy
• Yahoo’s Personal Blog Guidelines for staff
• ...

be nice,
be honest,
don't release proprietary info.
be real,
use your best judgment.
comply to all security policies.
inspiration: one-liner corporate policies
don’t be stupid.

• responsibility for our own words
• nothing we wouldn't say in person
• connect privately first
• take action against attacks
• no anonymous or pseudonymous
comments
• ignore the trolls
• encourage enforcement of terms of
service
• keep our sources private
• discretion to delete comments
• think twice - post once
inspiration: bloggers’ code of conduct

• don’t comment on blogs using pseudonyms
or as anonymous user, try to give an identity
to your online contributions.
• don’t use blog comments for link building
It’s useless, as most blog comments are
nofollow, and it’s still perceived as spam.
• don’t use content from other blogs or site
without giving source attribution. It could be
a copyright violation and, even in case of
creative commons, it’s still a good practice to
attribute and link to the source.
inspiration: blog user etiquette (dont’s)

• don’t ask bloggers for link exchange,
there are more natural ways to build link
popularity in the blogosphere.
• don’t use a blog to crusade against
somebody. even if this is your goal, it’s
always better to have a blog in favor of the
opposite you want to fight, rather than
having a blog with a negative approach on
a topic or person.
• don’t forget the ethical code of bloggers
(bloggers’ code of conduct).
inspiration: blog user etiquette (dont’s)

inspiration: social networks’ etiquette
• online conversations replicate
real life conversations, and
must be considered real.
• there is no conversation
without listening.
conversation is a two way
process.
• online conversations are not
“all about me”, and must
focus on community values.

inspiration: social networks’ etiquette
• in real life, would you follow somebody and claim to be his/her friend
without a proper introduction?
• would you constantly talk about yourself and your business?
• would you introduce yourself as “john75” or “quality events”?

inspiration: facebook manners
http://bit.ly/fb-manners

• don’t ask for friendship if you
represent a business. it sounds weird.
• don’t add friends without a proper
introduction or a welcome message.
always say who you are and
why / which topics you would like to
discuss with new friends.
• don’t abuse apps invitations – both
for business apps and even worst with
zombies / farms. this is spam.
• don’t abuse group invitations.
if your friends think your event is worth,
they’ll come. if they don’t answer, don’t
bomb them with reminders.
inspiration: facebook etiquette (dont’s)

• don’t use a user profile picture
with brands or commercial info.
FB is a network for real people,
not a catalogue of classified ads.
• don’t be a virtual user. besides
of being against FB TOS and
ground to lose the account, users
are always diffident when
interacting with avatars with
fake / business names.
• don’t publish private
conversations on users’ wall
making them public.
this is against the privacy.
use direct messages instead.

• don’t tag friends in embarrassing
photos or videos. this could impact
their privacy.
• don’t post unnecessary comments on
personal pictures that users upload,
such as family pictures.
• don’t make it a drama if an user
removes a comment or tag you
posted.
• don’t use facebook to create a
professional network, facebook is for
personal connections. for business
networking try other sites like linkedin
or xing instead.

• don’t unfollow somebody without having
had an exchange of tweets. don’t unfollow
users because they unfollwed you.
• don’t do “mass-following” just to make
your profile numbers bigger.
• don’t use the twitter stream for self-
promotion. twitter is a conversational
channel, not a ads broadcasting one.
• don’t use twitter just to stream your RSS
feeds. tweeps don’t like to follow
automated profiles.
• don’t use your twitter friend list for
commercial spam via direct messages.
inspiration: twitter etiquette (dont’s)

• don’t use twitter to communicate
directly with other users. Use direct
messages or email instead.
• don’t abuse @references just to be
visible on somebody else’s feed.
• don’t use twitter for personal rants
and revenge. not well accepted by the
community, you’ll lose reputation.
• don’t leave your twitter profile
anonymous. twitter is a relational
channel, users want to know who you
are. picture and profile info are a must.
• don’t abuse #hashtags and trending
topics to start off-topic conversations.
inspiration: twitter etiquette (dont’s)

• don’t use yahoo! answers for
commercial communication. you could
be reported for abuse by users, or get
banned by the Y!A editorial team.
• don’t use answers to provide
commercial information. the risks of
getting reported by users are higher.
• don’t criticize other users for their
answers, neither on your questions nor
on other users’.
even if other users’ answers are not
correct, go your expert way and offer a
detailed problem solving answer,
complete with reference links.
inspiration: yahoo!answers etiquette (dont’s)

• don’t fight with other users and do not
accept provocations. if in your answer you
want to include a feedback to another user
who is attacking you, think before posting,
and express your disagreement in a kind
and professional way.
• don’t send personal messages with
commercial communications. you will be
immediately reported as spam.
• don’t forget that yahoo! answers is a
community of experts and e-fluencers.
your only goal here should be being the
top expert of your field/business/brand
always offering knowledge and concrete
support in terms of problem solution.
inspiration: yahoo!answers etiquette (dont’s)

• don’t repeatedly ask other users
to watch your videos. youtube users
love to discover their own video, or
to search for their favorite topics.
• don’t customize your youtube
channel with interactive elements.
youtube is not myspace, and it’s
interactive enough.
• don’t post off-topics video in
response to successful ones.
• don’t abuse of comments, don’t post
polemic comments, and avoid
commercial off-topic links.
inspiration: youtube etiquette (dont’s)

digg, stumbleUpon, sphinn, mixx...
• don’t ask to vote always only your
news. social news communities
support knowledge sharing, not
commercial broadcasting.
• don’t ask other users to digg your
articles with direct messages. start a
public conversation about the topic
instead, and get some relevant content
ready that users will love to share.
• don’t post always the same article.
this is considered to be spam.
inspiration: social news etiquette (dont’s)

• don’t post articles that are off-topic
to the news portal. if a moderator says
that you are off-topic, apologize and
don’t insist on publishing the same
content, or you will be banned.
• don’t use comments for link building.
• don’t attack other users if they bury
your news. this is generally not against
you, but to point out the fact that the
content is commercial, spam or off-
topic. sometimes bury is used as a sign
of disagreement on your content. take
it for what it is and don’t start a drama
about it. try to avoid it anyway by
submitting good content.
inspiration: social news etiquette (dont’s)

• don’t integrate all your feeds on
friendfeed, each conversation belongs
to its original network.
• don’t automate your friendfeed
profile. FF is an online service but also
a professional community.
direct inputs on FF have more value
than those imported via RSS.
• don’t use friendfeed if you are
already using other feeds aggregators
such as ping.fm / hellotxt, or you will
ping-pong spamming all of your
networks with duplicate content.
inspiration: friendfeed etiquette (dont’s)

• don’t invite all your friends every
time you discover a new social
network, and most definitely not by
submitting your email address and
inviting everybody you ever
exchanged an email with.
try to understand how the new site
and its community works first, then
invite just the friends who you think
would fit.
• don’t start relational and editorial
activities on social networks before
reviewing the site’s terms and
conditions, and its community
guidelines.
etiquette: all social sites (dont’s)

• stop marketing.
• start engaging.
inspiration: UNmarketing
social media
networks are
meant for
networking

last tips: about tones and consequences
• every time you post online
you leave a digital signature.
it won’t always be possible
to cancel, modify or rectify
your posts.
• bad content will be online
forever, will get indexed by
search engines, and will affect
your online brand reputation.
• think how you content could
be received before publishing it.
put logic before emotions
when facing situations you could
repent later.

last tips: about tones and consequences
• being aggressive and arrogant
don’t work in the real life, even less
on the web.
• while in the real life one could
always apologize, online you can have
an account revoked or banned in a
matter of seconds.
• try to be always kind and professional
in online conversations. fun is good
too. be nice and enjoy what you are
doing, the conversation, the experience
and the business on social networks
will be better.
• don’t be stupid! =)

conversation
enjoy the online

tak!
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net
facebook.com/massimoburgio
twitter.com/massimoburgio
linkedin.com/in/massimoburgio
slideshare.net/massimoburgio
massimo burgio
global search interactive / sempo

Social Media Marketing: Networks Etiquette and Inspirations

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