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7 DEADLY SINS

7 DEADLY SINS OF SOCIAL MEDIA While many of those offenses continue to hold true, the landscape has changed considerably, and with it, our knowledge of each platform. Every good social strategy evolves with its audience (and brand!), so here are seven new sins that reflect what social media managers are struggling with now - and how to reset your course.

There are many many different sins. However, many of these great sins, like murder, adultery, stealing, and many others have root causes, like Pride. According to the stories in the Christian bible pride was the devil’s great sin, as he wanted to be like God, and rebelled. There are 7 basic kinds of sin, that lead to all others, known as the Seven Deadly sins. According to Christianity most of us are afflicted greatly with at least one or two of these.

Did you pop down to your nearest GM crop site with a spray gun full of weedkiller this morning?

H

ave you made absolutely sure that those funny new neighbours of yours aren’t conducting secret experiments on humans? And if not, why not?

Misappropriation

really are on a new list of seven modern deadly sins announced this week by one of the Pope’s close allies, Monsignor Gianfranco Girotti. The other sins on the list are: polluting the environment; causing social injustice; causing poverty; becoming obscenely wealth; and taking drugs.

The reason we need a new list, Monsignor Girotti explained, is that Because according to the latest rul- the old list (sloth, envy, gluttony, ing from the Vatican you have been greed, lust, wrath and pride) - has a committing at least two mortal sins. “rather individualistic dimension”. “Genetic modification” and “carrying out experiments on humans” 1

A deadly sin beyond the individual’s control is no sin at all. What the world needs, rather, is a list containing the modern personal vices that some of us really could do something to prevent.

Just because something is happening doesn’t mean you have to take advantage of it for your brand. There’s a difference between being clever and being annoying, and forcing the royal baby into your content schedule for the sake of a post is spammy, not clever. An example? The summer’s weirdest trend: Hot Dogs, or Legs? Brands that sell hot dogs jumped in, and that made sense because, well, they sell hot dogs. Brands selling outdoor gear, on the other hand? A less clear connection that looks like a desperate plea for engagement. The saying that any content is good content is false. Keep it grounded in your brand’s footprint.

Thus does the Monsignor miss the whole point. 2


7 DEADLY SINS OF SOCIAL MEDIA Abandonment

The worst community management offense is arguably what I call the “hit and run.” Different from the neglect I called out in 2011, abandonment is when a post has been made by the brand, but then the brand drops off from re-engagement completely. Social media is a vehicle for conversation, and if you fail to keep one going, you’ll also fail to be top of mind when consumers are offline. It’s all about creating positive feelings that will, at the end of the day, become a reference point for your brand when someone reaches across the aisle to pick up your product.

Manipulation

As a strategist, I’ve been fascinated with things like Facebook’s EdgeRank since word of it first surfaced. However, we’ve now reached a point as an industry where brands are posting photos simply because they have a longer hang time in the news feed, not because they’re part of a tight content strategy. Stop with the word searches and games, and start posting things that will inspire people. Similarly, don’t ask people to vote on posts with likes or comments unless you plan on doing something with those insights (like tailoring your content). How will that word search post of yours deepen consumer relationships, anyway? It won’t, so don’t.


7 DEADLY SINS OF SOCIAL MEDIA IGNORANCE Another offense that’s committed on a regular basis by social media managers? Forgetting to study up on the terms of service each platform has. Did you know, for example, that you can’t use Instagram photos in advertisements without express consent? Or, that you can’t ask Facebook users to share a post as part of a contest entry? Each platform is getting more stringent, and will suspend you if you’re not carefully following their rules. Know what you’re doing so that all of your projects run smoothly.

Monotony Identifying a passion point for your audience is a powerful tool for success, but beating it to death ruins the point. Have followers who love football? Give them content that validates that passion in a myriad of ways. Simply switching the team you mention in the same post template won’t do it. Get creative with your content. The internet is a resource that should, in this case, serve to inspire and influence what branded content you create. If you’re running out of steam, it’s time to do more research about what your fans connect to. Remember to keep it on brand, or else you risk our first new sin.


7 DEADLY SINS OF SOCIAL MEDIA NARCISSISM

It’s the piece of feedback that content designers are all too familiar with: make the logo bigger. However, plastering a logo onto every single piece of content isn’t emphasizing your role as a trendsetting social brand; it’s making you look like a personified advertisement. There’s a time and a place for your logo to go on content (like if it’s posting to a third party where others will share directly from there, not you). Adding your logo to half of an image on your Instagram feed, however? Not going to work. As a consumer, I don’t want to feel like I’ll be spamming my friends by sharing your content. Let the cool factor lead here. Giving your audience a way to look smart to theirs requires a little subtley, but ultimately rewards you.

Uniformity

Each platform has different strengths and weaknesses. While Twitter is the go-to for second-screen activity, Facebook allows for the most data capturing when running a sweepstakes. Instagram video and Vine video have different qualities. Failing to see how to use each platform uniquely to create a harmonized social strategy will ultimately bore your audience & cause them to develop loyalties elsewhere. Don’t cross-post the same thing every time; look at how you can make the most impact. Run competitive audits to see what utilities you can provide, on each of your platforms, that will change the way your brand’s industry is interacting. Sure, it requires more work, but nothing worth having ever comes easily.


MONEY, THE ORIGIN OF SINS

ENVY

What if money was not important? Nowadays, money has taken a leading role in our lives but have you ever asked yourself what if money didn’t exist, what if it wasn’t important, how different would our lives be? The vast majority of people have stopped looking for what they really want to do in life and what truly are passionate about, just to be able to meet their daily needs. They go out in search of whatever job available that can provide them with “financial security”, a job that can give them an opportunity to deal with the living costs to which they are exposed everyday, even if this job has nothing to do with what they really like to be doing or what truly motivates them on a daily basis. When did money become so important? Imagine if we lived in a world without money, where this word or any other word related to it, like “currency” didn’t even exist in the dictionary, what kind of lives would we be living today, which ones would be the most popular professions? It is important to understand however, that the mere thought of living a life without money is purely a “wishful thinking”. If we want to live and be part of our modern society we have to be willing to comply with the rules it has decreed for itself, educate ourselves and learn how to earn this important resource. So ask yourself, what would you like to do if money wasn’t important? How would you really like spending your life? What is it that really motivates you the most?

LUST

GREED


Deadly sins