Social media has been a great tool for marketing, networking, and sharing information. This relatively new technology has revolutionized the way businesses, brands and communities interact with one another. When used right, it starts engaging discussions. It informs people of the latest developments. It helps businesses compete in this global economy.
When used incorrectly, its an incredibly inefficient use of resources, simply put. The Arab Spring can be one very good example of a revolution sired by social media. The power of the digital age (Social Media) started a massive revolutionary wave of demonstrations and protests (both non-violent and violent) riots, civil wars that spread through countries of the Arab League and its surroundings. Lust, Greed, Gluttony, Sloth, Wrath, Envy, Pride….These deadly sins take on more than the Biblical meaning; when referring to brands behaving badly in online public forums. Below is a skinny on how to detect and avoid the social media mayhem.
The 7 sins can be broken down is 3 sub-categories namely;
- The sins of excess (which include Gluttony, Lust and Greed)
- The sins of maliciousness (which include Pride, Wrath and Envy)
- Lastly the sin of deficiency (Sloth)
The excessive ass kissing that goes on, on social media is monotonous and eye deafening for normal human tolerance especially on Facebook, this is so downright annoying. I’m not talking teacher’s pet stuff, where you are trying to be good by paying attention, showing up on time and participating – that’s all cool with me. What am talking about is the freaky inappropriate and relentless pursuit of an individual that is just in bad taste. I’m not saying don’t create relationships with these individuals; by all means do pursue those relationships. What I am saying is have some skill and tact, and use common sense. Don’t constantly link your content in their posts, and spare us the smoochy comments like “Love this post, Thanks!” and “Thanks for sharing”……….”Oh John, Oh Paul, Oh George, Oh Pete” Come on PEOPLE, excess in any form is not good for you.
Social Opposite: Self-Control
Also known as “Too much, too fast”. We’ve all seen the social sin of gluttony in beginners who look at social media as a new channel that is built to serve them. They jump in and devour all the services they read about and quickly find themselves swamped, ineffective and wasting everyone’s time. To avoid gluttony we recommend starting on one or two social media platforms. Get to know the inner workings, leverage the value of each of those communities and then confidently start expanding your social network footprint. Remember you are present to add to the communities you join, not to push messaging in those communities
Social Opposite: Temperance
Which would you rather have: 15k social media users who know and use your products and are interested in new and exciting things your brand is doing, or 100k followers who couldn’t distinguish your products from your competitors? We think the answer should be simple, but so often we see brands spending money to artificially grow their social media followings. As for Dan Evon stated in an article Buying Twitter Followers, “you cannot buy twitter followers, you can only buy numbers”. And the same is true for every other social network out there
According to ad-week, 27 million pieces of content are shared on social media every day. Content is King and to stay in power you have to focus on developing high-quality content and meaningful engagements rather than an impressive, but un-engaged following. Instead of spending money on followers who won’t engage with your brand, spend your money on content that will encourage your current followers to start a conversation. The best way to get the most bang for your buck? Answer: Re-purpose content. And tailor the voice for each social media channel maximizing your brand’s exposure online
Social Opposite:
Also known as “The Grimm Reaper of social media”. The worst of all social media sins !!!!.
When you have too much pride to admit you are wrong, and you go on defending your flawed position, even when conflicting facts are made available, you are treading on some seriously thin ice. What’s worse is when you spin facts in an attempt to convince others of one kernel or intent of truth in your statement. You must accept that is is OK to have made a mistake. Swallowing your pride and accepting that you were wrong is priceless – and in the long run this will make life easier. True character is revealed in times of adversity.
To Note: if the clarifying response is not immediate and the apology not genuine, than all hell will start breaking loose. If your community (followers) or subscribers find out you are not walking the walk, then the revolution will be openly socialized.
Social Opposite: Humility
The uncontrolled feelings of hatred and anger where you lash out and post a stream of vile meant only to tear someone or something down with the intent to do harm. Sometimes its borderline justifiable. Do everything in your power to resist publicly berating an individual or company. Don’t personalize anything. If your getting bad service, find a way to creatively discuss your exact experience and stick to the facts; don’t get into name calling. I have noticed and seen this often on Ugandan social media where some people mistake it for ‘being yourself’, I don’t think being yourself means outright rude and arrogant with no drop of moral standard in you. Twitter blogs, Facebook forums are quite on the rise and they are antagonistic, overly opinionated, inaccurate and plain rude. Though statistics show these kind of articles bring in traffic however when handling brands restraint is highly required.
If you’re genuinely pissed off to the point of blindness, type up your diatribe in a word document, sleep on it overnight and come back the next day to see if it’s still a good idea to post it. More than likely, you’ll come to your senses. It’s easier to catch flies with honey
Always remember: “Fear is the path to the dark side. Fear leads to anger. Anger to hate. Hate leads to suffering” states Yoda
Social Opposite: Forgiveness
Professional envy is often evident via social media. Expressing your envy of others via your social media stream is something to be avoided. Why not learn from what is making them successful and apply it to your practice. A much better and fulfilling use of your time. Let me share with you a small skinny on how envy is proclaims itself on social media “Damn, I had that idea three months ago”, “I know twice as much as that idiot, and he’s got thousands of followers.” “I wrote about that two years ago, and along comes this A-list blogger who gets all the credit.”
Enough said – these situations are painful experiences. But face it, the reality is that someone else spent the time, energy and effort to build their network to put themselves in the position to get the credit. You might have brilliant ideas and have written great articles, but if your network is non-existent, then guess what: if a tree falls in the forest….can you confess your network is lacking punch?, if so, gather the strength and commit to putting your self into the conversation. Offer to help others in ways that genuinely and directly benefit them, not you.
Social Opposite: Kindness
Sloth in the social media sense is more meaningfully the failure to apply and use your talents and gifts in the conversation. Just remember you’re good enough, you’re smart enough and people like you. New ideas are required all of the time. Keeping up to date with the trending new items, forthcoming events, writing content which incorporates these is really important and healthy. But i’ll also stick up for those that have tried getting involved in the social media and failed. SLOTH IS OFTEN A SYMPTOM OF THE NON-BELEIEVERS. It usually comes from a culture where there is little support for a social media initiative and little commitment to its success. Immersing oneself or an organization in social media takes a tremendous amount of time, dedication and attention and without a little R-E-S-P-E-C-T from your peers, the effort is futile.
Sloth creeps in for non-believers of the product or company., too. This means if a social media community manager is placed at the head of the program and he or she frankly doesn’t care about the company, product or service – it’s doomed. Listen, if the effort is not a passion, the creativity will dry up fast.
Social Opposite: Diligence
Conclusion
Shakespeare (Yes, Shakespeare…Yes, Shakespeare) said, “some rise by sin, and some by virtue fall, “ultimately, the decision to sin or to be virtuous on social media is up to you. If you’ve contemplated some of the aforementioned sins or fallen into a gray area, don’t worry. STICK TO YOUR GUNS AND STAY AUTHENTIC !!!
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