Facebook, LinkedIn, and Twitter are NOT the Holy Trinity.

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?

My social network wish list for the internet deities

In the beginning of my recent post where I told the Facebook Luddites to stop whining, I pointed out some minor changes that social networks have made lately, and also emphasized that technology is constantly being improved upon, hence this thing we call innovation. Unlike these misoneists (had to use that word again), I actually look forward to new features on my favorite sites, and found myself brainstorming on what I’d like to see in the future from these mythical beings of the web known as developers, who are rumored to live somewhere in the cloud among the Google Gods.

Without further ado, I present my wish list of new features I’d like to see among select social properties, and hopefully They are listening:

Facebook:

• level playing field and include a “does not like” option in addition to the new “like” feature
• a “meh” button for the apathetic (this one’s from my friend Ian)
• “Not a Fan” pages (e.g.: “Stacy is NOT A FAN of the Yankees.”)
• allow users to be in multiple geographic networks (i.e.: for those who live in one and work in another, or those who recently relocated but still want to be in their home network)
• ban MySpace-like “surveys” and other similar memes, otherwise make those people go back to MySpace
• have a “3 strikes” policy that would forbid somebody from friend-requesting multiple times (If I’ve said no once, I’m not going to change my mind!)
• a way to bookmark inside Facebook the links of your friends that you like
• charge people who whine to “bring the ‘old’ Facebook back” every time changes are made

Twitter:

• instant visibility of locked twitter accounts that choose to follow you (much like how Facebook unlocks one’s profile to be seen by the person whom they are trying to befriend)
• some kind of 3rd party application telling you who NOT to follow and/or who has you blocked (this may already exist, there are so many Twitter apps out there I can’t keep track of them. Does it? Bueller?)

LinkedIn:

• rename the “Answers” section either “Questions” or “Questions & Answers,” because that makes more sense
• ability to group contacts much like Facebook’s “Friend Lists” with multiple privacy options (this was suggested by a friend, I’m ambivalent)

MySpace:

• please do not cease to exist, but keep all the annoying people on MySpace from invading Facebook somehow (I’m going to catch hell for this one, just watch)

Real life:

• have a service like “shorten URL” that you can plug long meetings into
• an escape key for awkward situations
• CTRL+F: car keys & other things I can never find when I need them
• incorporate hashtags into real life somehow so people would know what we’re referring to instantly

So there’s my wish list for social networks. I can only hope those in The Cloud are listening and ask for no goats’ blood. What would you like to see?

Flying Spaghetti Monster image via Perrenque.