Facebook, LinkedIn, and Twitter are NOT the Holy Trinity.
by that damn redhead on April 20, 2009
in Rants, Social Media
I might be slaughtering a few sacred purple cows here.
It seems I can’t go anywhere online to any of my networks without seeing advertisements or invitations for workshops on “How to use Facebook, LinkedIn, and Twitter for Business.” Join a few groups on LinkedIn and you’ll find announcements for these things all over the country. I’ve been to a couple, and they are very helpful for those that are just dipping their toe in the social media waters.
However, I’ve talked to some small business owners and a few nonprofits, and the impression I get from them is that they feel very pressured to join these networks. I had a potential client email me last week that said, “My organization needs a Twitter campaign, and needs a Facebook page, and needs . . .”
You get the idea.
The overabundance of these workshops has all but struck the fear of God into people, as if they absolutely had to use Twitter, Facebook, and LinkedIn for their business and/or nonprofit or else it would be nothing but fire and brimstone — their businesses will fail, their ships will sink, and they’ll die old and lonley. (OK, maybe that’s a bit of an exaggeration.)
Here’s the good news for folks that are feeling this way:
Twitter, Facebook, and LinkedIn are not the Holy Trinity.
They are the “Big Three” for now. But, as the auto industry can tell you, don’t assume that all of the Big Three are infallible.
There are many people with businesses and/or nonprofits that do not use these services that are doing just fine. David Meerman Scott is not on LinkedIn and he’s totally OK with that. Twitter is a great tool, yes, but just because Oprah uses it (allegedly) doesn’t mean that everybody does. There are a LOT of people that don’t use it, and your audience might be among those people.
As I commented at Duct Tape Marketing,
If you’re in a small town and the majority of your customers not only aren’t on Twitter but haven’t even heard of it, what are you trying to accomplish? I like to say, “If your audience is at the bowling alley, don’t go marketing yourself at the roller rink.”
Social media is much, much bigger than Twitter, Facebook, and LinkedIn.
Your audience could be on any of these networks and even some that aren’t shown:
The beauty of the internet is that things are constantly changing. There is a possibility that someday soon one, two, or all three of these current “Big Three” services will be trumped by the newest shiny object in social media and they will quietly fade into the background a la Friendster.
But even Friendster is still popular . . . in the Philippines. And other networks are more popular in other counties, such as Bebo in Ireland. (I had never heard of it until I befriended an Irishman.) So if your customers or donors are located elsewhere in the world, I recommend you take a look at this data of social network popularity around the world (as of 2008) .
The trick here, as it always has been, is finding where your audience is spending time online. Then go set up camp there. But first establish a strategy, don’t just be somewhere for the sake of being there if you’re not going to engage your audience.
Don’t get me wrong – I’m a very big fan of Twitter, Facebook, and LinkedIn. They can be great for business . . . if used correctly. First get acquainted with these three as an individual, then think about them as possibilities for business. It’s the same concept as dating somebody before marrying them — it’s probably a good idea to get to know their good qualities, their bad qualities, maybe even their mother — before deciding if this is someone or something you want to commit to, because once you do, you’re in it for the long haul.
What do you think? Are these “Big Three” absolutely essential for business? Or are they only hot right now, with something else “essential” on the horizon?
I totally agree. I also believe depending on your strategy you also have to have an internal component to help build the bridges. If you are going into a business and trying to establish something for say, “Higher ed” where multiple channels could be involved. You need to listen to what they are trying to accomplish. You can accomplish as much internally as you can externally if everyone is on board.
Jamie Favreau’s last blog post..The Leukemia Ball and I!
@Jamie You’re totally right about the “internal component to help build the bridges,” but there are also some who basically cross their arms and say, “I’m a big kid, I can do it myself!” . . . followed by nothing short of a bull in a social media china shop. I’ve been watching a couple universities, actually, just out of curiosity, and what I’m noticing in their situations is that they’re suddenly gung-ho social media and spreading themselves too thin. They’re trying desperately to get people to join them on networks where they are, rather than just find where their students already hang out online.
Why don’t they see that it’s much easier to adjust yourself to accommodate your audience than to make your audience adjust themselves to accommodate you?
I agree.
I guess they want the TOP down communication model and not the NEW Bottom up model.
People aren’t going to change their habits no matter what. I think the more knowledge you can share especially in higher ed. The better off you will be and I also agree message boards are great for that. If you are looking for Non Traditional Students who are out of work. Inform them of what grants are going on and go to them. Say how you can help them… this no social network will help like the BIG 3 when there are smaller communities who could use the information.
Jamie Favreau’s last blog post..The Leukemia Ball and I!
@Jamie I wouldn’t say that the line of communication has gone from “top down” to ” bottom up” as much as it’s just become lateral and/or free flowing in any direction. Old (or “traditional”) communication management models simply don’t apply here in the world of the social web, and this is one thing I’m dying to find out how they’re tackling in classes like theory now . . . if at all.
Damn, I should’ve been a teacher. Anybody want to help me to go grad school so I can?
Great posting (as usual).
WritRams’s last blog post..Starbucks: Family (Un)Friendly?
Not only is it important for businesses to understand when it’s appropriate to use social media such as LinkedIn, Facebook and Twitter to reach prospective clients – but agencies need to know when to SUGGEST using social media to their clients. It seems like more and more marketing, advertising & PR firms are “ghostwriting” blogs, Twitter accounts and Fan Pages for their clients. This is not always the answer.
Lauren’s last blog post..lllittlefield: Watching Intervention – am I the only person addicted to this show?
For the technology based medium, social media needs to function organically. Using what works for YOU and YOU AUDIENCE is paramount. Social Media is not one-size-fits-all, or even one-size-fits-most.
@Lauren You’re absolutely right. It kinda reminds me of that song “Turn, Turn, Turn” by the Byrds — much like “To everything, there is a season, a time and purpose under Heaven,” there is also a time and a reason to use certain tools and other times not to. (I feel a strong urge to write a parody song suddenly.)
However, when it comes to ghost writing, my feelings align very much with Beth Harte’s on this subject . . . I think you’ll appreciate that post and would love to hear your input on it.
@WritRams Thanks!
I don’t have a clue what all of you are talking about and if I understood Twitter and how to use it to my benefit I might not have found your blog. I haven’t Linkedin but I do have a Facebook account which I have pretty much abandoned since I found Twitter. Eventually something new will come along, probably just as I have learned Twitter. I’ll be hopelessly lost on that one too.
Jen’s last blog post..Name That Tune
Wow! Great post. I can’t believe you really want to tell your audience and your customers advice that makes good sense. Seriously, find and go where your customers are? Brilliant! Thanks for writing such a concise and useful post for the small biz entrepreneur!
Angie A. Swartz’s last blog post..7 Top Reasons Facebook is a Must Have for Your Business
@LaurieSlade “Does this blog make my butt look big?”
@Jen That you said, “if I understood Twitter and how to use it to my benefit I might not have found your blog” . . . almost makes me think that your finding my blog is a result of you NOT using Twitter for your benefit. Normally I’d say “ouch,” but I get your point — and you know what? It’s 100% OK to feel lost — you’re definitely not the only person in the world who feels that way. Floating along just to see where the tide takes you is fun sometimes. Nobody’s making anybody sign up for anything, but I got the impression that people were feeling like they HAD to sign up for these or they’ll be doomed, and that’s simply not true. Are they helpful? Yes. Is it right for you? That’s entirely subjective.
@Angie Thank you! I appreciate it . . . one of my knacks is just tellin’ it like it is . . . or at least how I see it, and if perception is reality . . . then I’m tellin’ it like it is, aren’t I?
I think I just made myself crosseyed.
Twitter Comment
@tvdeegan here’s that “Holy Trinity” piece for ya: [link to post]
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