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The 80 Rules Of Social Media

The 80 Rules of Social Media 140 IF You TALKED TO PeopLe THe WAY ADVERTISING AOOKAOUT LUADGRCM TH HOOLE OF THE PACK FOLLOW lövemarks the future beyond brands ME TALKED TO PEOLE, THEYD OBEY OBEYOBEY PUNCH YOU IN THe FAce FOUR 1 active user isa BIG deal. They ONE TWO Social media is ALL about your audience, be they consumers, SIX SEVEN EIGHT Just because you work in social media doesn't give you permission to sport a waxed moustache, tight jeans, TOMS or a buttoned up tartan shirt. Whilst this may be acceptable in Stop thinking about business in terms of B2B or B2C. Neither Obey the rules. People share emotions they don't share facts. No amount of I'M RIGHT BEHIND FIVE have 140 friends. And their If you actually spoke to people the way most social advertising speaks to people, they'd punch you in the face. viewers, fans, followers or users. friends have 140 friends each. science, data or clever analysis YOU exist anymore. The only thing that matters now is P2P. People to people. Mmm... must have It has nothing to do with you, or what you think. Therefore 1 piece of great content has the chops to reach 2.7m people within just 4 generations. will ever change this. Therefore shiny things.. make your content calendars appeal to people's hearts, not their heads. your darkened office, listening to Spotify on your Bose THREE NINE Facebook is not the answer to Oh my! SHOW ME THE MONEY The best followers lead from the 6 minutes of pleasure middle of the pack- usually by example. COMPLAINT DEPARTMENT headphones, dressing as such in the boardroom will render you a douche, your problems. For some SIXTEEN Ctrl Alt Del The half-life of a tweet is now PLEASE TAKE A NUMIER brands, Facebook is the last What a big FOLLOWING place they should be. Go wherever your audience is. Chances are those blogs and 6-7 minutes. Agood Facebook TEN Understand that ROI can only you have. Detractors post is an hour. Agreat YouTube THIRTEEN ever be'Retum on Investment. TWELVE FOURTEEN link is not much more. Social Anyone can buy you 50,000 followers for $1,000 or 100,000 fans for $20,000. If your boss media is not about survival of If all you ever do is respond to complaints - that's all people will ever send you. forums that you didn't care Update your page or delete it. It has nothing to do with return on impressions, interactions, influence or any other marketing related term beginning with the the fittest anymore, it's survival of the fastest. (This obviously changes the game for brands who out-souce their community about are a lot more valuable t promoter score -promotors - detractors CUSTOMER SERVICE that those shiny new social networks you've been telling Hare's forty cents ELEVEN thinks fans and followers are FIFTEEN Leam what Social NPS means. Your Brain Can't Handle 150 Facebook Friends valid success metrics, refer him everyone about. letter T". As monetization attempts go up to rule 71 before you refer to rule management to agencies). - consumer experience usually goes down. 77. wekove engagnE acook las WAIT, I MAY HAVE A CARD SHOWING MY TWENTY TWO Live by the 90:10 rule. 10% of your time should be spent creating GREAT content. The other 90% should be spent LOVALTY TO WHATEVER STORE THIS IS CHEHP CHENP TWENTY Nobody can manage more than 150 relationships. Or 5 friends "of any consequence". Before you disagree and defend your 30,251 friends and 101,000 fake PAGE Condeending Corperate "It is not enough to do your best: you must know what to do, and then do your best" SEVENTEEN ENSY EASY Facebook operates a stealthy and mysterious algorithm codenames EdgeRank. This operates with the sole purpose of sensoring bad content and keeping it out of everyone's newsfeeds. This is often good NINETEEN EIGHTEEN Look after your audience. It is 7 times cheaper to keep an existing customer than it is to acquire a new one. Over 90% of people who visit a engaging with to your audience. That means chatting to everyone. Listening. And the CARING about whatever they TWENTY FOUR Despite whatever your boss may think, social media is not brand page never return. You only have to look at most brand TWENTY ONE TWENTY THREE Engaging with your fans and creating a community are NOT the same thing. Seriously. Just because you can measure pages to understand why. followers, Google "Robin Dunbar". The science behind 'his number' will prove you everything doesn't mean that you should. Soft engagement cheap. Nor is it easy. It can be very expensive and incredibly difficult (especially if you make mistakes or take bad advice). Rules 34 and 35 obviously say. Under no circumstances is metrics such as PTAT, likes and MONEYBALL this ratio to be reversed. Ever. for user experience. Apparently. But not so good for brands who wrong. You'Re a socIAL MEDIA SPECIALIST? WOW, I'M A SOCIAL MEDIA SPECIALIST TOol mentions look good on a report, but will not keep you in a job. Measuring ROI or NPS on the other hand will. If unsure, see want to reach all their fans. That come into play here. being said, all good content still rises to the top.. eventually. TWENTY SIX Some of the best directors I know have leamt everything TWENTY SEVEN Social media is the only area of business where you don't need rules 10 and 11. When in doubt, see rule 49. TWENTY NINE If you have "Social your job title, you are allowed to sit down with any person, from any team within your company, and ask how you can help them. Be aware though that many of these non-marketing people are MOVE FAST AND BREAK THINGS they know about social media in "The best minds of my generation are thinking about how to make people click ads." Jel Hammerbacher, Early Facebook Employee tanatun r from their children. Do not to out-spend your competitors in TWENTY EIGHT THIRTY order to beat them. This is Social media is a lot like teen A plan of what to post, pin, tweet, vine or upload to under-estimate these ankle because rule 4 is a BIG deal. snappers. Socially sawy cellphone-obessed-teens now check their phones over 150 sex. Everybody wants to do it. Nobody quite knows how it's TWENTY FIVE YouTube does not a social THIRTY ONE done. And when it is done, strategy make. A good strategy Everyone says they don't want to be marketed to. Really they The correct ratio of followers to Being an entrepreneur is like jumping out of a balloon and building your wings on the way down. outlines the direction that a there's surprise it isn't better. Despite this short-coming, rule rule 26 will always apply. times each day and will find out following is 10:1. e.g. It is acceptable for someone with company should take and why it should take it. most things before you do. very aware of rule 34. just don't want to be talked down to, or targeted with completely irrelevant ads for products that they don't care about and have 10,000 followers to follow 1,000 THIRTY TWO people. Whilst following a lot of people is hard to manage (see rule 20), Twitter lists were fail THIRTY FIVE Red Bull spends over one-third of its revenue on brand marketing. Ship. And be proud of your breakages! If things need changing or if there is a better way of doing it, your users will tell you soon enough. Time you enjoy wasting is not wasted.. no interest in buying. Ever. SMELL LIKEA MAN, MAN. Old Spice invented for such occasions. THIRTY FOUR Burberry spends 50% of its brand budget on digital marketing. Nike spends 25% of its brand budget on social media Note: Anyone with dispproportionately 85% of people working in social media have been in the industry for less than 2 years. Most of Put your energy into making things ihat are THIRTY SEVEN high ratios one way or the other is THIRTY SIX The majority of people use social THIRTY EIGHT either a) Katy Pery or b) Pretending LIKEABLE Social is 24/7 not a one-time media to waste time. Brands 10 Twitter is not a social network. It they didn't acquire their followers by them have not failed enough. marketing. You are neither Red Bull, Burberry or Nike, but if you ever have any aspirations of being anywhere close to them, you too must understand the (exact) value of your fans - before you spend all your money trying to reach them. stunt. And yes I'm talking to you Old Spice guy. Just because you smashed a killer campaign, didn't Campaign need to be respectful of this. Remember that not everyone on Facebook is ready to click on an never really was, users just tried to make it act like one. Twitter is a questionable means. Both options Chances are they have no idea NOT into some douchey social media strategy should be frowned upon. what they are talking about and news and information network. should be avoided at all costs. THIRTY NINE mean you could run away and stop tweeting the second your campaign ended. This rule applies to all digital ad to help them discover new Act accordingly. Don't try to be clever. Be clever. products that they didn't know they wanted. agencies who became irrelevant THE NEXT FORTY BIG after the .com boom and ICERS PEOPLE Don't use ads to prop up boring re-invented themselves as social Vacation? What's a vacation? content. Use ads to accelerate Happy Community Manager Appreciation Day. media shops. If you were offended by rule 7, you probably THE BEATLES WERE THIRTY THREE successful content. (If you are THE BEST BECAUSE 90% of start-up's fail. Chances THEY NEVER DID THE SAME THING unsure of how much to spend on NOTHING GOOD STOP fall into the 85%. are you are not the next Mark ÔNCE. ads, the 60:30:10 rule has often worked for me; 60% of your CRIMINALIZE FORTY SIX COMES FROM Zuckerberg no matter how good your "instagram-with-a-buy- button" app is. Create value and DECAF HITTING TWEETING REPLY ALL BURING SHIT When posting content, you can either ask your audience to "Click-to-buy" OR "click-to-share". Not both. Choose wisely as you FORTY SEVEN Community managers are the real un-sung heroes of social media. FORTY FOUR FORTY FIVE This is not Google. Trying to buy 1 persons attention is not the same as trying to create compelling content that they Gca Cola budget on media, 30% on creative / community The journey is the reward as Steve Jobs used to say. There is no finish line. Thinking that every conversation has a beginning, middle AND an end only makes community managers even more frustrated than they already are. love your audience (no matter management, 10% invested in strategy and measurement to make sure it all worked). FORTY THREE how small it is). Rule 4 ALWAYS may not get a second chance. When in doubt refer to rule 15. Reply to EVERYONE. applies. FORTY TWO If fans start publishing and WANT to share with their 140 friends. Remember before facebook when no one cared what you had for breakfast. well, they still don't INSTAGRAM IS DOWN sharing your content without your permission, offer to help. WHAT ARE LOOKING ATT LIFE WAS Pinterest You Complete Me FIFTY FIVE JUST DESCRIBE YOUR LUNCH TO ME Nobody cares what you had for breakfast (unless you're a food FORTY ONE MUCH EASIER WHEN Apple AND BLACKBERRY WERE JUST GOD'S MISSION IS NOT CHEAP FORTY EIGHT People fight for their privacy. But rule 66 will always apply.. FIFTY ONE Instagram is a great playground for brands. It transcends all brand). The future belongs to the data FIFTY FOUR ninjas, analysts and scientists. 90% of the world's data has been FIFTY THREE Engagement is not a dog. It FIFTY If your product is competing on price, remember that only 1 brand can ever be the cheapest in the world. Chances are it's not cultural boundaries since it Pinterest works. It is a beautiful cannot be owned. This is not A sTORy without Love is not worth telling created in the last 2 years. FRUITS place to waste time. Hopefully it 2003 or 1993. You are not in Duplicate Content! doesn't have any language limitations. If you are unsure of what to post, refer to rule 55. Anyone who can make sense of will continue to "work" even after control of your brand anymore. this for a brand in order to filter FIFTY TWO Your fans are. they release an advertising API and un-ethical marketers try to ruin it. Said marketers will never out the signal from the noise', is worth whatever anyone is willing to pay them. If your content doesn't work on a Do You Have l you. Therefore find something FORTY NINE mobile device, it doesn't count. SIXTY TWO else to compete on before your fans embarrass you. 189m people now ONLY access Complaint Dept. Push BurTon For Service Whoever tells the best stories understand rule 37. If you duplicate the same content Facebook on a mobile. 80% of across every social network because "you didn't have the time or resources", you deserve goes home with the most STAY FOCU marbles. Twitter users in the UK are TODAY I WILL BЕ НАРРIER THAN A BIRD WITH A FRENCH FRY SHIPPING mobile based. App.net is a real-time social feed without the ads Let's create a service that puts en fest Queton Contact WHY WE NEED THE 7,383 $500,600 whatever abuse happens to FIFTY EIGHT I don't care come your way. If you weren't embarrassed about any of the apps you built when you launched them, chances are you launched them too late. It is up to your users (not Good artists copy, great artists steal SIXTY ONE Having 1,000 comments on your Facebook posts doesn't count if BUTTON "Facebook ON facebook FIFTY SIX Stop trying to copy your competitors. Despite competitor monitoring software telling you otherwise, just because Hipstamatic SIXTY FIFTY SEVEN App.net was a good idea that was never going to succeed on any real scale. People aren't against receiving marketing messages. They are against spam or pointless and irrelevant content. If you don't like advertising, paste rule 78 on your every one is a user bitching about a bad experience. Give your fans somewhere useful to post their issues and complaints. Nobody cares how many awards FIFTY NINE your campaign received. The you), to decide what is good and what is not. Don't wait until Despite what you think about him, Zuck isn't interested in world of social media is littered SIXTY THREE with countless award winning something worked for them doesn't mean it will work for you. something appears perfect before you release it. Ship. Fast. Hipstamatic was a photo-sharing app that allowed you to share to social networks. Instagram is a social network that allows you to money. He really doesn't want to turn Facebook into an advertising Your Facebook wall is not that campaigns that never generated any real business value (or revenue). SIXTY FOUR place. Beware of rule 14. Ben Silberman, the co-founder of network (even though it is a VERY good one already). He turned down $10m for Facebook Pinterest still has the personal Not everyting thet counts can be courted, ard ret everythg hat can be counted corts." cubicle at work. take photographs. Big difference. If you are building an app, get your priorities in order. If you want your app to succeed, beware of rule 33. emails and mobile numbers of when he was a poor student at his first 5,000 users. He still cares SIXTY FIVE Harvard and the network was about what they think and asks THE INTERNET PRIVACY There is no such thing as a social media guru. If you think you are one, you need to ask your closest friend to give you a swift them for advice. Follow his only 4 months old. Financially driven people don't do things like that. You need to have a purpose bigger than yourself, if you are going to succeed. SIXTY SEVEN SIXTY NINE If you are a brand and you don't example. Giving away free iPads to people on Facebook is fine - as long as A HELPFUL VENN DIAGRAM want to see financial results from you have no intention of building a lasting relationship with them. your social media activity, chances are you completely wasted your money. kick in the balls and remove it SIXTY SIX I LIKE IT. WHAT IS IT? SIXTY EIGHT Not everybody likes kittens, girl Privacy is over-rated. Respect is immediately. (If you are a girl, this will be difficult). A million dollars isn't cool You know whats cool? not. SEVENTY ONE fails, the Harlem Shake or bulldogs on skateboards. Find stories that resonate with your You don't need 1,000,000 new "likes". You need 1,000 new Power soo POLICY ADVISORY customers. Repeat until understood. SEVENTY FIVE @StephenFry is not going to follow you and he is certainly NEVER going to DM you. IN THE audience and tell them well. See FUTURE rule 49. SEVENTY SEVEN EVERYONE WILL BE FAMOUS If your boss bonuses you based upon likes, followers, viewers, subscribers or pinners; you need a new bos. FOR 15MB. SEVENTY WE customers & SEVENTY TWO Neither is Ashton Kutcher. Social media is too important to be left to the marketing Only marketers care how many impressions or "eyeballs" your content got. They were also the department. Instead, build teams consisting of customer service, operations, digital, sales, support and commercial people. This newly formed team should be obsessed with nothing other than loving your customers to death and building a compelling "conversation strategy" that SEVENTY FOUR EIGHTY Finally I encourage you to live by the social media policy etched on the walls of a large UK TV network. It simply says, "Don't be a cock!". So don't. But if you ever think you might be one, remember that as long as you Gangnam Style was not a viral SEVENTY SIX only ones who ever cared how many people flicked past your SEVENTY THREE If you don't understand what success (in fact it had a very Influence has nothing to do with newspaper ad, or walked past your billboard. Real people just reach or the number of followers elaborate 2 year seeding plan behind it involving 2.5m each kind of Twitter or Facebook someone has. If this was true, want to find more time to do SEVENTY NINE In the words of the original social media visionary David Ogilvy, the ad unit is (and how it will benefit Justin Bieber would be the "bloggers" and Will.I.Am). So if your boss asks you to create the next Gangnam style, more cool stuff, or have their lives made easier, happier or more rewarding. Search for a purpose. Not another set of eyeballs. answer to every brand's problems. This of course is not an organization), you shouldn't be working in social media. Leam fast or go back to working in PR. SEVENTY EIGHT or any viral video for that matter, you must resign immediately. The best advertising isn't advertising. are obeying rule 22, then you have nothing to worry about. consumer is not a moron. She is the case, unless you are Claire's drives real business results. your wife. Accessories. via @JeremyWaite Made in London. First published on JeremyWaite. Tumblr.com in May 2013. No copyright. Share as much as you like. 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The 80 Rules Of Social Media

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So you want to get good at social media? You need to have a plan. A guidebook. A strategy. You need some rules. And rule number one? That’s obey the rules. As for rules number two through e...

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