Kitchen Aid Tweet During Presidential Debate 2012 – This Shweets Crazy

So there are way too many (embarrassing) examples of a brand’s account being mistaken for someone’s personal account. Who can forget the infamous Chrysler incident?  Some harp on the issue with an anti-intern stance, because “companies might leave all that social media stuff for their inexperienced interns”, some realize that people just make mistakes – people are multi-tasking at rates that, well, shweets happen (my term for “shitty tweets”).

Yikes for @KitchenAidUSA because not only was their tweet “irresponsible”,  it was at the worst time ever: when pretty much everyone on Twitter is talking about the #debate, #debates, etc.

@KitchenAidUSA: Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’.

Screenshot of chatter on Twitter:

Image

Apology by Kitchen Aid:

Image

Brands typically don’t take political sides.  And even worse – let’s bring in the dead grandmother of the current President of the United States while the eyes of the entire nation are on the Obama / Romney debate AND talking about it in on Twitter at the same time…

Interested to see how this will play out if they issue any formal statements…

The real issue with Chobani “Greek” yogurt: from a Greek’s perspective

Cultural marketing, I assume, is difficult.  Especially when you’re trying to take items from one culture and use it to market to the masses.

What do I mean?  Try the Athenos “Yiayia” campaign that caused quite a bit of controversy over the portrayal of the “yiayia”.  Yiayia, in Greek, means grandmother, and typically, this woman is the matriarch of the family.  I’ve made my own pokes at the Athenos team on Twitter, asking them if they actually have a Greek on their team that is advising on how yiayia is portrayed, the things she says, etc. etc.  I haven’t received a response from the brand, nor would I expect to, because – even if the person at the top pulling the trigger is Zeus, from the southern-Greek island of Crete, or Alexander the Great, from the northern-Greek region of Macedonia, themselves –  PR probably won’t let them respond to my Twitter musings because a. they might say something they shouldn’t and there is a possibility someone misconstrues something or b. the fire will be fueled and we will revive the previous criticism they received from The Greek Institute as covered by USA Today.

Okay, that might be hard, but add another layer.  Take from one culture and blend it with negative experiences with another culture… and then… market to the masses!

If you know me, like we’re friends and share-crude-humor-together-know me, you’ll be aware of my passionate distaste for Chobani Greek Yogurt.  I’ve actually never had Chobani nor any of the other cool and hip Greek yogurts because my yiayia’s yogurt is actually Greek yogurt and you can’t bottle and market that.  Anywhoosle… I have a problem with Chobani because it’s “Greek” yogurt (I have the same problem with Oikos, but for different reasons).

The founder of the company, Hamdi Ulukaya (note: not Ulukanis or Ulukanakapolis or Ulukanakis or Ulupapadopoulos) started Chobani. That’s still on their current website. Who cares? No harm.

Okay, so I had to do some searching for this… I had to use the Wayback Machine because since the last time I checked the Chobani website, it has changed (probably because of backlash by Greeks like me).  Good for them (no really, because their marketing team should have done a little more cultural research before going these routes).

Here-in lies the rub:

Their awesome-ly “Greek” yogurt is also made in the hills of… New York???  And by a guy named, Mustafa???? (Wayback Machine capture of chobani.com from June 2012, as it’s currently changed)  Image

According to their (old) website, the word Chobani means shepherd in Greek: “The pair decided on the name Chobani after it came to Hamdi during a three-hour, snowy drive to a meeting.  Chobani, spelled “chopani,” is the Greek word shepherd, and is a symbol of safety and good” (Note: I pulled this from the Wayback Machine too, because someone on their team knew they needed to pull that from the current site, for obvious reasons.)

To me and many other Greeks, this is why this is funny and 100% not cool: there is no CH sound in Greek.  The Greek word is “tsopanis”.  However, (and yes, my family is part of this group) some Greeks from villages tend to bring in the CH sound – but really, no CH sound in Greek.  Why am I honing in on this point?  Because it’s Greek yogurt, claiming to be a Greek word but the founder is Turkish.

Their website went from these descriptions using “Greek”, to removing the descriptions in their entirety as seen here:

Image

So what, you ask?  Big deal – Chobani used “Greek” to describe their yogurt.  It’s a Greek process (they argue), but who cares?

A lot of people.  We’re talking about 400 years.

That’s the big deal.  And it’s a big deal with Greeks and Turks. As with many feuds between cultures, races, religions, et.al., it’s typically the two in question that understand the unsaid words – no one else cares and it seems “minor” to most, but to those that understand the history, it’s a big deal. What really is lost here and will continue to be lost is the history.  With the web moving at increasingly high speeds, the democritization of media – literally giving everyone in the world the opportunity to create and move content, the very real possibility that not only will we lose history, but people will re-write it and the tragic events from thousands of years ago will be lost.  In losing history and the real events from that history, we’re all at risk of repeating it.  Our ancestors, regardless of their origin, will have fought in vain.

And it’s why the marketers behind Chobani should have known better to promote and market a “greek” product (that’s not Greek in any way – it’s made in New York, founded by a Turkish man).

So then I saw this tweet today:

Image

Crudeness aside… I’m almost 100% positive that the person representing @Chobani was unaware of the cultural shitstorm they were walking into.  PR didn’t step in because the brand is just responding to tweets…and instead… we rehash 400 years of slavery between Greeks and Turks in the context of… why, of course!, the  “Greek” yogurt of Hamdi and Mustafa.

This isn’t the first time here folks, President Barack Obama was in the middle of a dispute too between the Greeks and the Turks…  about baklava.  Yes, my friends, baklava.  And The Atlantic, covered the “puff piece”, citing it as a “Minor Turkish-Greek conflict“. Turks got pissed, shitstorm ensues, people get worked up about it (including myself on Twitter), no one but Greeks and Turks get why this is not just a “minor” Turkish-Greek conflict – (including The Atlantic, who should have known better or at least researched the history considering the importance of the “event” that Obama was at in the first place).  Well, folks, Obama was at a 25th of March celebration in D.C when he had the baklava.

Who cares, right?

The 25th of March is when Greeks celebrate Independence Day.

… from 400 years of occupation…

From the Turks.

People + Content = Social Media Win

[tweetmeme source=”Venetta_Beretta” only_single=false]

Note: This blog post was originally featured on CareerBuilder’s The Hiring Site on May 3, 2011 where I am a guest contributor. I am not featured on the actual contributor page because I don’t post my photos publicly online (if you look closely at my mini-avatar, you can see me behind my two dogs).  For more insight as to my reasoning on the conscious decision to maintain an online persona with the photo of a dog and the real value of online social networking, click here

The concept of social media is a simple one: people and content. There is nothing new about this.  People have been connecting with each other and content since the beginning of time. With the advent of technology, namely the Internet, it should be of no surprise that human beings have taken their desire for interaction to new heights as they connect with friends and family on Facebook, and with professional colleagues on LinkedIn; share and follow others with the same content interest on Twitter; watch stories unfold via video and photography on YouTube and Flickr; and produce and connect with others via the written word on WordPress and Blogger.

People will connect to brands on social media, too. No other medium has afforded brands the opportunity to build this intimate and innate connection with desired audiences. eMarketer reports that the number one reason consumers connect with brands on Facebook is to let their social network know which brands they support.

Realistically though, how can one define the ROI of “support”?  Will it be in the form of short-term or long-term sales? Will it be in the form of traffic to a website, in which more robust content is delivered?  Is it measured on increased brand equity or sentiment for employment branding? And how does one even quantify brand equity or employment branding?

Building Support
All too often, our team sees that organizations tend to measure the success of social media via likes, followersand subscribers. Unfortunately, “If you build it, he will come,” is quite possibly the biggest social media myth that I encounter and consult against on a daily, if not hourly, basis. (For more insight on how to resist this Field of Dreams whisper, check out Melissa Murray Balsan’s post, How to Launch in the Social Space.) Just because you are there doesn’t mean that people know or have a reason to care.  And just because you invest in content doesn’t mean people will automatically know how to find it.

To begin growing your presence, go to the people that know and love you in the “real world.”  You already have an audience with individuals that comprise your organization as well as those who help keep the lights on by buying your products and/or services.

  • Employees: Assuming you treat them well, with the appropriate message and reason, your employees should be your first selections for brand advocates. Without them, your organization wouldn’t exist. How can their stories be framed to push your corporate initiatives forward?
  • Customers: Assuming you have a good product or service, your current clients and customers are another audience base that you can preliminarily leverage to push your message forward. Again, without them, your organization wouldn’t exist. How can their voices help you with your overarching business goals?

If you are not planning to fund the growth of your social media presence via advertising, how are you integrating and messaging your two core audiences of employees and customers to join you online? If you are not messaging your audiences and giving them a reason to participate, you are missing out on your first brand advocates. How else can you integrate your current marketing and communication materials to make audiences aware of your presence?

Realistically Define Success Metrics
Not everyone will be able to achieve nearly 26M fans on Facebook that consistently sing the praises of the organization, like Coca-Cola has done. Meanwhile, Starbucks has more than 21M fans that not only defend the business against competition but also upload user-generated content and publicly profess their taste preference for the brand.

While 20M to 25M fans might be out of the question for most, every organization can still utilize social media to tell its corporate story. More importantly, social media affords the best platforms to leverage audiences to push that same story forward, like the trend seen on the Starbucks and Coca-Cola pages – everyday consumers publicly “loving” a product. It’s not the simple act of clicking like on a page; it’s the story that each individual shares with his/her 130 friends about your brand.

Get Them Talking
So how do you provide a platform on which those audiences can actively participate with you? Social Media is a visual platform through which people will connect and share content. As mentioned earlier, the heart of this content should tell your corporate story. Understanding that not everyone can be the behemoths of Starbucks and Coca-Cola in size and marketing dollars, Epic MedStaff Services Inc., shares the success it has seen by empowering audiences via social media.

As an organization that recruits only the best nurses in Texas and provides top of the line care for children in their Epic Pediatric Services Division, the relationship that Epic MedStaff has with its employees is essential for its business. By providing a platform for and cultivating these relationships with employees, Epic MedStaff’s Facebook page is a great example of social storytelling. Key tactics include inviting and fostering dialogue with employees. “Social Media has allowed us to cultivate new relationships with our employees,” says Kristian Stevens, corporate recruiter for Epic MedStaff. “By utilizing Facebook, we have created an online platform where we can communicate to our employees and clients without boundaries.”

These new types of dialogues with employees have publicly garnered such commentary:

  • Hello Epic, you guys are doing a great job. Keep it up… You rock!
  • Day 2 of my new employment with Epic. So far so GREAT 
  • Today was my first day orienting at [Epic MedStaff]… I love this job!

So what do these dialogues and public testimonials do for Epic MedStaff? Understanding that what was found through eMarketer’s report, “support” isn’t as quantifiable as traditional marketing campaigns in terms of ROI. However, Stevens tells us that these conversations have helped brand Epic MedStaff in “the online world” in a way that traditional media and marketing hasn’t been able to. Along with corporate and employment branding, these conversations “have created more awareness about who we are and the patients we serve.”

Determine Your Wins
Once you have built your preliminary audience, I challenge you to ask yourself and your colleagues how you can increase your organization’s audience base. When doing so, be sure to concentrate on what current and future audiences will give back to you via engagement and how those stories can be pushed through your current audiences to new ones.

In an ever-evolving business landscape, how can you create success out of a corporate story that you already have? The hardest part sometimes will be determining what that story is, but once you have honed in on it, create the emotional connection with your supporters so they push the story forward within their respective networks. Soon you will be on the path to creating a platform created of brand advocates – individuals willing and ready to publish testimonials to your current and future audiences.

People and content. Social media wins are that simple. What objectives can you meet if you empower your audiences to tell your story?

Social Media Will Not Fix It.

[tweetmeme source=”Venetta_Beretta” only_single=false]

If it’s not broken, why fix it?  Well, even if you don’t think it’s broken, throw in your audience, give them a bullhorn and they’ll give you a laundry list of to-do’s to fix something they think is broken.  While most of the time you can chalk it up to complaining (because we’re human and we’re more inclined to critique and give our more than two cents than actually praise), there will be trends over a period of time that will indicate that something is, in-fact, broken.

I work on social media engagements with a healthy array of clients – from small –to-mid-sized businesses to the Fortune 100.  I’ve seen a lot.  I’ve seen audience feedback that makes me proud to own a project and I’ve seen audience feedback that makes me send myself bat signals (yes, like in Batman, but I send them to myself) so I can hide in conference rooms and cry.  Okay, the last part of that is a bit of an exaggeration, but the point is that audience feedback can be rough.  And it’s not “social media” that causes the problem.  It’s the company’s actual audience in the real world.  Now, that audience actually has a voice and they have a computer and now, they have power even if they are 350% wrong.  And like it or not, they’re not going to stop.

Yes, that’s right.  Social media is not your problem.  Social media is not your solution.  Social media is also not magic and at the same time, social media will not be your downfall.

Social media is simple.  It’s people plus content.  That is all.    If you have a real-world customer service issue, people will notice.  People will talk.  People will probably complain about your company. People might inform their networks on sites like Facebook or Twitter or post a less than flattering review on Yelp.  If you have a corporately owned presence on these sites, they’ll probably seek you out and let you know directly.  Being present on these sites isn’t going to fix the problem which is the actual customer service issue you have (long wait times, unprofessional staff, etc.).

Just ask PostNet.  Three consecutive posts on a company “page” on Facebook (this means that it was created by an official representative of the company and the content is not auto-pulled by Facebook as the “community pages” are) are less than pleasant.

When you magnify people’s voices, add the immortality of content through the Internet and the action of “screenshotting” – once it’s posted, it has the possibility of living on after it has been deleted.

Unfortunately for PostNet, I screenshotted this page in mid-February of 2011.  When I went back to find the actual page for this for this blog post, it no longer exists on Facebook.  My guess is that PostNet removed the page because they realized that a presence on Facebook isn’t going to be the coupon distribution marketing platform they were looking for (see the last post on the screenshot by PostNet the brand, noting the 10% coupon).

Before looking at the buzz and hype of Facebook to distribute coupons, make sure you’re okay with giving your audiences the microphone.  If you don’t know your audience you’re going to put yourself at the reputational risk of opening the floodgates with no plan (PostNet responded to 0 of 3 consecutive complaints and apparently just removed themselves from the platform).

The real intriguing question here is – what is PostNet going to do about the implications of this audience feedback?  If the service and the staff are true issues,  a problem that needs to be addressed in physical locations is surfacing via social media.

How can you use social media, people and content to identify gaps in your business?  More importantly, how you can take action on those identified gaps in order to push your business forward?

Focusing on the opportunities – how can you move what you do best to a social platform that you can manage?  If you gave your adoring audiences a bullhorn, how can you help shape the feedback that they will give you?

Unlike Christina Aguilera, social media is not a genie in a bottle.  It’s just a magnifying glass.  Listen to it, analyze it, and use it to improve.  We’re not all perfect, we just have to know how to improve and what to concentrate on.  Know your audience (or at least try to), and (gasp!) just ask them.

“Social Media is Free!” No, It’s Not. Key Questions to Ask Yourself and Your Company

[tweetmeme source=”Venetta_Beretta” only_single=false]

One of my biggest pet peeves is the notion that social media is free.

I mean, yes, okay, technically it is free.  It doesn’t cost a dime to create a Facebook page, nor sign-up for a Twitter account.  WordPress gave me this blog for free.  Review sites don’t charge to post content (typically), Foursquare doesn’t run my credit card when I check into a location (off-the-grid of course because I am ironically private when in the online social sphere).

In any presentation I give, I typically tend to show a video from an outside source about social media because  A. No one wants to hear me talk. B. Stats are boring.  C. A collection of outside data is best for a wonderful potpourri of credible sources helping you make your point.  D. The music is typically pretty cool.

One of my favorite videos I never show is “What the HELL is social media – in 2 minutes” by timetogetsocial.  I like it because I am partial to the style of lists (Reason #1, Reason #2,  etc.).  Granted it’s a little bit of a ripoff of Eric Qualman’s Social Media Revolution, published in July of 2009 and then refreshed in May of 2010, but what is original these days? Anyway, Qualman usually gets played because I love “Right Here Right Now” by Fatboy Slim (and more so because of the final “reason”, outlined below).

My favorite pieces from timetogetsocial:   (awesome conversation starters and continuers):

So this is pretty much the trifecta of successful business conversations: people talking about your brand and company, people buying your products and services, and the juice of the internet: porn.  Bam.

Perfect conversation pieces with a mildly entertaining soundtrack, why wouldn’t I use this gem in any regard when discussing the importance of social media?

Well, after the holy grail of business fodder (purchase decisions, brand advocates and pornography),  Reason #10 sucks.  And is untrue.  And ruins the other points because of it’s lack of explanation.

Saying that social media is free in itself is a truth.  Again, it doesn’t cost anything to enter these realms of conversation as you don’t write a check  to Google every month for your monthly search subscription.

In order to effectively enter the social space, you are going to be spending more than just time.  You need the appropriate pre-research to understand what it really is that you are doing.  There are free tools out there to help you do this.  But there are some highly sophisticated ones that are, in fact, better, and also cost money.  There is no such thing as a free lunch.  Really.  No free lunch.

Are you combatting negative perceptions?  Are you leveraging the positive momentum from your products and services because everyone is singing your praises online?  How are you marketing your initiatives?

Why on earth would Pepsi, after almost a quarter of a century of yearly ads, pull out of advertising for the Super Bowl in 2010?  Because instead of spending 2-3 million dollars on a 30 second spot, Pepsi allocated resources to social media campaigns.

CMO of Pepsi Cola North America, Lauren Hobart explained, “It’s a big shift. We explored different launch plans, and the Super Bowl just wasn’t the right venue, because we’re really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers.”

Ok, so… if social media were free (and if the Super Bowl were the correct “launch plan”), Pepsi could have still continued their yearly Super Bowl advertising and complemented the efforts through social media.  Let’s pay for the 30 second spot and social is free, so we do both.  Well, instead they used resources for philanthropic causes fueled by the resources put into the social user-generated campaigns.

Conversations and stories are free.  So are most of the platforms and accompanying tools out there.  But, in order to be effective, there does need to be an investment outside of just time itself in order to align the efforts and maximize the return.  Whoever is putting in the time needs to know what they are doing.  Whoever is putting in the time needs to understand the long-term strategy and work with other individuals in order to make sense of short-term strategies and tactics.

In putting together the following questions to ask yourself before venturing into the world of social media, I kept the platforms neutral.  Although created with social in mind, they don’t necessarily correspond to this arena alone.

What’s Already There?

  • What is the general public saying about you?
  • What are your key stakeholders saying? (Employees, Customers, Prospects, Candidates)
  • What is being said about your competition?
  • How do these voices differ from your message?
  • How do these conversations interrupt your business goals?
  • How do these conversations complement your business goals?

Where Should I Be?

  • Who is my audience?
  • How does my audience perceive me?
  • Where is the most conversation occurring?
  • What platform do I need to tell my story?
  • Why am I even here?
  • What are my current marketing and communication goals?
  • How do these goals fit into any new conversations?

What Should it Look Like?

  • How does my message need to visually look?
  • How integrated does the message need to be with my current branding initiatives?
  • How do I change my current branding to support my message on this new platform?
  • How does my current design promote the behavior I am looking to create?

What Should I Say?

  • What behaviors am I trying to promote?
  • What action am I trying to drive?
  • Who is my primary audience? My secondary audience?
  • What types of content does my audience respond to?
  • How does this fit into corporate goals?

How Should I Market This?

  • Who are my current stakeholders? How do they play into this?
  • Where is my desired audience?
  • What does my desired audience respond to?
  • How does this fit into my current marketing and communications material?
  • How can I better integrate this into my current marketing and communications material?
  • How does this fit into corporate goals?

How Do I Manage This?

  • Who can do this for me?
  • How do I respond?
  • What do I say?
  • Why am I saying this?

How Do I Measure Results?

  • What were the goals for this initiative? Both long-term (strategy & business objectives) and short-term (marketing campaigns)?
  • How have these goals changed?
  • Have we uncovered any new audience needs and behavior? How can we continue to promote this or change this?
  • How has each campaign affected strategic goals? How can we continue to improve this?
  • What new learnings have surfaced? How do these affect strategic goals?

The list is still a work in progress as I am sure there are things that I have not added.  What else would you suggest as a key consideration to companies entering a long-term journey into social media?

My Love/Hate Relationship with LinkedIn

[tweetmeme source=”Venetta_Beretta” only_single=false]

Please note:  The goal of my personal profile and “work” on LinkedIn is not to obtain a job or to be sourced for positions.  If job seeking were my goal, I could speak more to the experience of using LinkedIn for that purpose and would apply the appropriate tactics in order to build relationships with those that could assist in that goal. When you are attempting to use a social site in any regard, there must be a defined purpose and tactics tailored to that purpose.  This is true for both job seekers using LinkedIn, individuals looking for thought-leadership on Twitter, and also for corporate brands using social media to meet business initiatives.  Musings such as “So don’t bet on this as a place to get hired even if you’re active on the site like I am” are in no way a reflection of what this platform can or cannot do for you.  Simply, if you are actively looking for a job, you should not be reliant on a single tactic alone such as posting a profile on any website, posting a resume into a database or applying for a position.  There are other actions that you must take in order to produce better results in your job search.  It’s a competitive market, make sure you’re as creative as you can be in order to get in front of your intended audience.                                                              (Note added 1/19/2011)

Okay, so this doesn’t have much to do with LinkedIn as a social platform (I could spend hours on that subject as well), but more so of the behaviors of people that are on LinkedIn.  Actually, it has nothing to do with LinkedIn and the behaviors of people on that site in specific, but with people in general. LinkedIn, in this sense, is just a facilitator of human “behaviors” that irk me, so, unfortunately, LinkedIn as a social network becomes the front and center impetus for the following example(s).

After spending a good year or so analyzing user behaviors within online social networks, you begin to see patterns.

Social Learning #1: People really don’t act much differently online than they do in real life.

As an avid LinkedIn user as well as a social network analyst, LinkedIn is a powerful tool.  Too bad no one knows how to use it.

Will LinkedIn (or a professional “online profile”) replace a traditional resume?  Absolutely not. There are certain things within resumes that help sell candidates that should never be posted publicly.  Like what?  Try, sales numbers, revenue growth, confidential projects and the nature of those learnings, etc.  It’s a complement not a replacement. Funny how LinkedIn now wants your resume for you to now have a “complete” profile.  I am curious how many people upload in order to fulfill that achievement, “Your profile is 100% complete!”.  Who cares?  An official resume shouldn’t be shared publicly if you are not an active job seeker.  And even then, you must keep some things private (trust me, I’ve seen more than my fair share of public resume snafu’s – but I digress).

So we hit on job seeking and the reverse – candidate sourcing (kind of). So what else do your professional relationships help with (aka, what else is LinkedIn good for)?  Sales. As in selling things on a corporate standpoint where you source buyers and corporate hierarchies so you find your appropriate decision makers.

Does LinkedIn make it easy for you to source leads?  Yes, of course.  It’s a public (when logged-in) user-generated professional network.  People put up their professional histories and education and “perform” the social dance of “this is who I know”.  Then they put up their blogs and their slideshare and powerpoint presentations and join groups and ask and answer questions so their entire networks (and those viewing their profiles) can have a better scope of “this is what I know.” You can argue that this is done on LinkedIn as a passive aggressive way to say “hire me”, or “buy from me” after we have solidified our online relationship. So, no harm, no foul.  As humans this is natural behavior to connect with others and to gratify feelings of our self worth.

So, why do I hate LinkedIn?  Because people don’t know how to use it.  People don’t know how to create relationships. People don’t know how to sell themselves and/or their service.  LinkedIn’s fault? No, absolutely not.

I can’t count on my fingers and toes the amount of cold calls I have received in the last year based on my LinkedIn profile.  Is anyone trying to hire me? No. (So don’t bet on this as a place to get hired even if you’re active on the site like I am).  Is anyone trying to sell me something based on “we share a group” and “you work at a huge company”?  Yes.  Every single one of them.

How many people have I called back? None.  Why? Because their messages are irrelevant to me and I don’t waste people’s time and I expect the same of others.  I’m active on social sites so with a minor amount of research you can find out what I do and tailor your sales pitch to me.  LinkedIn,  narcissism, and the internet itself have made this research available to you at no charge.  On top of that, people are narcissists and social networks, blogs, micro-blogs, location based platforms magnify this behavior and social longing.  Use it to your advantage when you’re sourcing for your leads, please.

After all of these horrendous cold calls, I tweeted this:  

(I’m in social media and everyone cold-calling me knows this because they sourced me on LinkedIn to sell me their social media crap – so you would think, “Venetta is involved with social media, it looks like she is passionate about it, her blog is on her LinkedIn profile (that I am sourcing from), oh and look, her Twitter account is attached.   Let me see if there is anything I can use from those sites to help tailor my pitch to something that could be relevant to her. Or, if all else fails, it looks like she has an affinity for dogs.  Maybe I can mention my dog/cat/bird/whatever and reference her dog(s) to make it look like I at least kind of care or went through the motions just to create some conversation and common ground”  This is not a stretch, we’re talking about social media here, something I am deeply involved in and something I am being targeted for on a purchasing standpoint. And really, come on, my name is incredibly easy when it comes to finding me through a simple Google search. Social Learning #2:  People love talking about themselves.  They really do.)

Then, I get a cold-call from Leanne (her full name is being protected because I don’t want to embarrass her or put her company in any jeopardy).  Awesome.  She sees my company on my profile and calls the general corporate number and they transfer her over.  I don’t pick up calls that are routed this way for this exact reason.  She leaves a horrible voicemail talking about her company and the only reason I listen to the full message is so I learn from her mistakes and never do this on any calls I ever make.

Then, Leanne sends an email. (Feel free to click on the image if you care to read it)


At this point, I am only assuming that she used my LinkedIn profile to find me.

So, I double check.  (And thank you LinkedIn for this feature, because I love seeing who views my profile, it helps my personal narcissism grow.  Not being facetious, I love this feature).  And there is my Leanne:

Is LinkedIn the greatest (free) business tool of all time?  That might be a stretch, but yes, perhaps.  Will it ever work for sales and recruitment?  Yes, absolutely.  I’m afraid no one I’ve ever come in contact with knows how to use it in combination with other (free) research in order to achieve their goals (in Leanne’s case, selling me something).  I looked into her company (only because I was writing this).   Do they have a decent service that I would consider? Actually, yes.  Would I buy from them?  No.  Why?  See above.

Sales 101 and social media 101 both have taught us that no one cares about you and no one cares about me.  Social Learning #3: You are irrelevant (as a brand, product, service and person) until you tie your offering to what the other person wants and/or needs.

Be a good human, good recruiter, good salesperson first and then have at the tools within your reach.  They work better that way.