The Seven Deadly Sins of Social Media.

There are a million ways for businesses to use social media well, and only a handful of ways to do it horribly wrong. So why do companies keep falling into the same traps?

The answer is easy: human nature. And as we all know, humans are constantly beset by malicious temptations.

So as a public service, I've decided to break down the Seven Deadly Sins that make social media go sour. (Click on any one of the tips to learn more.)

1. Lust: Loving your customers is great, but take it slow.

2. Gluttony: Don’t bite off more than you can chew.

3. Greed: It’s hard to shake hands while you’re reaching for someone’s wallet.

4. Sloth: Always avoid the temptation to “set it and forget it.”

5. Wrath: There are a lot of people out there itching for a punch in the nose, but you’re not the one to give it to them.

6. Envy: Don’t be dissuaded by other people “doing it better than you.”

7. Pride: Stay humble, rock star.

If you're a glutton for insight, read on after the jump.

1. Lust: Loving your customers is great, but take it slow. In the ribald days of 2006, a business would sign up on MySpace and then start “friending” everyone with a pulse. These days, lusting after fans like that will get you labeled as desperate — or even as a spammer. So keep it in your pants and truly get to know the first people who connect with your brand. In return, they might just love you for life.

2. Gluttony: Don’t bite off more than you can chew. Once companies decide to take a seat at the social media table, they often dig in with gusto. The downside: They want to be everywhere at once, spreading themselves across the Web instead of being strategic and focused. You don’t need accounts on all social networks — just the right ones.

 3. Greed: It’s hard to shake hands while you’re reaching for someone’s wallet. We’d all like to make money through social media, and if your business is strong, it’ll happen. But if all you do on your Twitter feed or Facebook page is spout off sales messages, no one’s going to stick around. Be yourself. Be helpful. Be a good listener. Then the money will come to you.

4. Sloth: Always avoid the temptation to “set it and forget it.” Starting a blog or creating a presence on a social network? That’s easy. Keeping it alive and growing? That takes commitment, adaptability and good-old effort. You would never open a storefront, then close shop two weeks later because of low turnout. Go for the long term, and plan accordingly.

5. Wrath: There are a lot of people out there itching for a punch in the nose, but you’re not the one to give it to them. Once you’re active online, you’re bound to get a few critics. Some will offer valuable feedback. Some will shout obscenities. You won’t have a hard time telling the difference, so focus on the ones who deserve a response. And no matter what, never lash out. Your scathing “private” e-mail will probably end up on 100 blogs before breakfast, and the Internet has a long (if not infinite) memory.

6. Envy: Don’t be dissuaded by other people “doing it better than you.” Someone will always have more followers, more blog comments, more write-ups in Wired. Focus on who you are and what your business has to offer, not on what the other guy is doing. And when you must steal an idea (because hey, it happens), find a way to make it so much bigger and better, no one can even recognize the original.

7. Pride: Stay humble, rock star. Successful social media really is easier than you’d think. If you plan ahead, pace yourself and listen more than you talk, you’ll strike a chord with existing customers and potential fans alike.  It will open new opportunities and enhance your brand in ways you never imagined. But don’t let it go to your head. There’s always more work to do.

Today's art credits: Logo design by Luckie Art Director Allison Graves.
Photos by S Migol and Stuck in Customs on Flickr.

Comments

[Don Schindler]

Nice, David. I think the golden rule of love your customer as you do yourself should be mentioned as well.

Do you like spam? No. Then don't do it.

Do you like idiots that talk about themselves all day? No. Then don't do it.

Marketers sometimes forget that they are people, too.

When I'm putting together strategy and tactics I always ask myself. Would I like this tactic if it were used on me or my family? No. Then don't do it.

Great stuff, David.

[Libby Sexton]

My favorite quote:

"Greed: It’s hard to shake hands while you’re reaching for someone’s wallet."

Love it. Well put.

[Michael Bertoldi]

Nice take David. This post would be extremely helpful as a guideline for social media beginners and as a refresher for those of us into, but far from a guru.

[Robert Payne]

Glad to see you left off the 8th - Neglect.

[Ian]

Nicely done, good points. A great conceptual infusion.

Griner, I just became a fan.

[lou Sagar]

Informative and Entertaining Post..While working as a social media strategist with a broad range of clients..I am telling clients every day..to be patient, to manage expectations..the learning curve starts in the field...and requires humility,
passion, and clients who care about their values..despite the challenges..Always looking for talent..as there is a big shortage..here in town.

[socialnerdia]

Ha, nice post. both funny and interesting.

www.socialnerdia.com likes you

[Vinny Tafuro]

Great post, I am going to pass it along. I am giving a workshop next week that will include social media, I hope you don't mind is I mention you to my attendees.

[SaraKate]

Old concept, new perspective. Some great insights on how to properly network and build community and business by showing what not to do. If everyone utilizing social media avoided these deadly sins (we all need to be reminded now and then), I would be one happy social media camper.

[Lauren Groblewski]

Nice points - concise and sensible. I agree with Michael, I feel like I already DO know all of these things but it can never hurt to be reminded, especially in such a creative and entertaining way! Thanks for the post.

[David Griner]

Thanks so much to everyone for the retweets and comments. Really great to hear such warm feedback.

Don: Great point about treating customers the way you'd want to be treated. Seems so obvious, but marketers forget that one simple idea all the time.

Lou: I'm glad to hear that patience and humility are two of your top tips for clients. They're both in short supply in the corporate world, but they sure reap plenty of rewards.

Vinny: Mention away! And good luck with your workshop.

SaraKate and Lauren: It's been nice to hear so many social media pros saying they were thankful for the reminders in this post. I think we all get so caught up in "what's next," we forget to spend time thinking about the central truths of what we do.

Thanks again to everyone! Wish I could individually thank everyone who retweeted and complimented the post on Twitter, but work beckons.

[Ryan Stephens]

David,

I really enjoyed this post. You took a great approach to provide some really solid advice that is -really- simple yet there are so many people who just "don't get."

Perhaps we should direct those people here, because I think you convey a lot of big issues very clearly in a way that would resonate with people consistently making these mistakes.

All the best.

[Danielle]

Really great post- both amusing and insightful.

[Jamie Bull]

Great post.

I've read tons of social media rule books that are inches thick, but this is a great way of summing up all those points really clearly.

I approve.

[Brian Artka]

Great post David. I think you found your next talk to add to the web video discussion you have done in the past.

[marco]

Thanks, that was helpful.

[Eddings]

Awesome post! It's a really good reminder for online marketers too.

[Paul]

Very well put - these are great guidelines everyone should follow if you want to be successful with social media. "old concept, new perspective" Vinny

[Harris - MamaChoice.com]

Cool Post, I love it

[Julianne diblasi]

This is excellent- I have so many small business clients that want to fling themselves into social media, but they have no real idea how and why. Wonderful summary of where the attention should be with a fair shake of "keep it real". I'll be sure to frwd this on.

[Hiromi]

I like this one most.
" Gluttony: Don’t bite off more than you can chew. "

It's happening...

[Chris]

Hey ... this is a great posting!

[Diane Court]

Smart, concise and entertaining take for anyone or company jumping into the fray -and true in any channel, really. Great Post. Good to see it recognized widely.

[WebAnna]

I've really gotta work on #6... So many of you are doing such wonderful work and I want to be a part of it ALL!! :) But I'm happy to help in any way I can.

[Jean Wolfe]

Really great post.

Love the new take on well known sins. I thought "stay humble, rock star" was a particularly good way of complimenting your audience while pointing out the sin.

Thanks
Jean

[Faron McKenzie]

A very insightful and amusing, nice one David.

I think your company would do well in London!

[Gary Myers]

Thanks David for your terrific and insightful words and reminder on the how and WHYs (wise) of running a business from a place of genuine human interest rather than a place of greed. Much needed and appreciated.

[Ricardo Bueno]

#6 in particular resonated with me... I think folks obsess over what others are doing (and how they could be doing better) a little too much. Heck, I know I've been there. And when that's all you look at, well, it gets in the way of progress. But you know what else does too? When you allow negative feedback to get to you (when you take it personal).

Constructive feedback on the other hand, well that's welcomed...

[Claudia Yuskoff]

Excellent post! Found this site by someone's tweet. I also like "don't bite off more than you can chew." Great words of wisdom. David, I'm now following you on twitter.

Thanks,
Claudia
Connect w/me on Twitter --> http://twitter.com/cyuskoff

[David Bradley Science Writer]

"Greed: It’s hard to shake hands while you’re reaching for someone’s wallet."

Ironically, that's exactly part of the reason why we shake hands in the first place, you cannot be reaching for your sword or a knife if you're shaking hands...

[Jason Cormier]

This reminds me of James Clark's post on The 7 Deadly Sins of Social Media. You can read his post or download the PDF at

http://www.capturetheconversation.com/read/the-7-deadly-sins-of-social-media

[Trebor]

This post is extremely helpful as a guideline for social media beginners. I love the way you set out the sins in a very informative yet entertaining way.
A real message is there in the content for us all.