Sometimes, I feel like the Grinch from Dr. Seuss’s How the Grinch Stole Christmas.
But in my case, I’m not griping about Whos in Whoville, but marketing noise in social media.
What Is Noise in Marketing?
“Noise” in marketing terms refers to material that distracts from an intended message.
“Good marketing,” according to one source, “engages and informs potential clients” with a “clear, compelling message.”
Bad marketing causes noise. And noise is obnoxious.
Boy, Tweeps Are Loud
As anyone who spends time online knows, advertising is becoming more and more pervasive in social media. You can’t scroll through your Facebook newsfeed or your Twitter feed without coming across an ad in the form of a promoted post or a promoted tweet.
Today, Josh Constine at TechCrunch.com wrote about decelerating Twitter user growth. The number of Twitter users is growing, but more slowly than historically. Constine partly attributes this to crowded and overwhelming Twitter feeds.
His article really rang true for me. Lately, I have found hanging out on Twitter more stressful than enjoyable. I follow 880 people and have never organized those people into lists.
The result is, my feed is full of clutter. But rarely do I see a promoted tweet. No, I am talking about individual marketing noise.
We all know them. They look something like this:
— Jeff Bullas (@jeffbullas) October 17, 2013
Okay, to be fair Jeff Bullas does write some pretty good content. But check out his tweets. They are ALL. THE. SAME. When your Twitter feed is full of variations of the above, it can start to get, well, BORING.
Twitter is full of people, far less credible than Jeff Bullas, who are trying (like me, admittedly) to position themselves as social media gurus (#8 is totally me).
But do you know what? There are only so many “6 tips for this” or “10 ways to do that” articles with which the internet can put up.
How to NOT Make Marketing Noise
“But Jane!” you say, “Didn’t you recently write an article with 7 tips for first-time bloggers?” Well, yes. Yes I did. In my defense, writing this blog has been a learning process. That, however, is no excuse.
The truth is, though, that I can’t promise not to write more articles of the same ilk. Why? Because people do read them.
That said, the way to avoid contributing to social media overkill (especially on Twitter) is to:
Yup! Interact on Twitter! Post a lame joke! Don’t just shamelessly self-promote. Show that there’s a reason you’re a social media guru. It’s because you are awesomesauce.
So, can we all agree to stop posting “8 tips” and “3 ways” and “5 reasons” articles over and over again on Google+ and Twitter? We self-proclaimed gurus need to work to make social media a less noisy and more fun place to hang out.