Social media is taking the business of the Internet by storm and is the marketing wave of the now as well as the future. Yet social media is not nearly as social as people might like you to think. Recent events right here in South Florida proved that many of the so-called social media experts are, in fact, just self-serving marketing whiners. The social media bubble is about to burst.
Recently, the Sun Sentinel announced this year’s Best of Blogs Awards for South Florida in which fans of various blogs could click through to vote on their favorites. The winner will be announced tonight, but the complaining and whining from those who think they should have won has already started. I learned about this because my own blog, WorstPizza.com, was up for the win and outpaced all of these complainers.
Looking at the others who complained, most of which are self-proclaimed social media experts, one thing became very apparent: these blogs have no traffic. Despite being supposed experts in media and social networking, these bloggers have an average of 10 visitors per day versus those on the short list for the win of the BOB Awards, which all have 500 or more visits per day.
Yet these self-absorbed social media mavens are busy crying fowl, calling the awards a joke, bashing those who are on the winners list. Which proves that they are not social media experts, but are instead self-serving media experts. These are people who just don’t understand social media and what it really is. Unfortunately we are living amongst several dozen down here in South Florida.
Sure, social media can be used to gain a lot of traffic and marketing, but it isn’t done by having a thousand (robot) followers on Twitter or a couple of hundred fans on Facebook. For those so-called experts, the bubble is about to burst.
No, social media marketing is about interacting with people, helping one another, and giving value. At the same time these bloggers have been bashing my own website, others on my friends lists have been extremely helpful and have shown what social marketing is supposed to be. Several commented on my great blog, wished me luck, and even asked me to go and vote for them. Most made sure that their networks were also in on the voting, getting the social crowd-sourcing on the task to get out the vote.
Social media users like @thetinyjewelbox, @malcolli (for AutoNation), @midtownchica and @vicequeenmaria are examples of how it should be done. They continually give their South Florida friends help, ideas, and value. One look at their tweets shows that they are interacting, not just playacting to gain a crowd.
Soon, those who are building empty networks and attempting to gain by sucking all they can from those social webs will find their bubble bursting. Those who really understand social networking and media and use it the way it should be used will be the ones who outlast and prevail. No matter how much crying and whining you do!
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