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Earlier this week, I raised the question 'How can you be an effective and responsible social media evangelist?" The word "evangelist" with this definition in mind: an enthusiastic advocate. Someone who can see the possibilities of integrating social media, but was not blinded by their enthusiasm.
Emily over at Not Exactly Roughing It really captures the idea of a responsible evangelist when she says:
I think that sharing awareness of common pitfalls is a huge part of being a responsible social media evangelist. It shows that it’s not a brand-new, completely untested idea. It shows that you’re informed and honest. And it provides a more complete map to guide our organizations.
It is hard not always to find stories about what didn't work, but recently I came across a couple of posts describing what doesn't work.
This post by Marshall Kirkpatrick on Read/Write Web "Corporate Social Networks Are A Waste of Money" describes a recent study by Deloitte on the corporate use of social networks, and finds that most are
small and inactive. Marshall asks "Are company-built social networks for customers to socialize in really smart?"
Marshall points out that according to the study's author, the biggest problems are the following:
- Overpriced, shiny features.
- Insufficient and inexperienced community management. (See Read/Write Web's post on community management earlier this week.)
- Bad metrics and criteria. Though Moran says most companies can talk the talk, saying they are looking for engagement and word of mouth, they end up measuring in page views. He says that's bad. It probably wouldn't be so bad if they were getting any page views.
Marshall is especially critical about this online community focused on cat litter.
Emily sums it up the problem as:
What's your advice about what NO to do as a social media evangelist?