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Think you know what youre doing every time you engage in social media? Neither do I, and neither do the social media gurus I spoke to about their biggest social networking blunders. In an effort to learn from others mistakes, heres a list of some all star errors in judgment from some social media all stars. Ill lead off the order by admitting an error of my own. Respond to all negative comments When I, David Spark, started being seen publically in print, TV, radio, and online I read everyones comments, but focused more intently on the negative ones. I wasted a lot of time putting far too much effort into defending myself to these anonymous naysayers than they put into attacking me. I soon understood that some geeks simply cant help themselves being negative. Theyve got an obnoxious strand of DNA and must constantly try to prove themselves smarter than you. Participate in flame wars to increase traffic Similarly, Dana Gardner, blogger for ZDNet, admits he would engage in online arguments just to watch his Web traffic shoot up. But over time Gardner realized that flame wars

dont attract the right kind of audience. Going to the lowest emotional common denominator to me is an ineffective way of reaching that audience. Id rather come up with valuable insightful fresh innovative content than appeal to angry white men sitting around computers that dont have anything else to do, Gardner said. Hire a voice talent for $2,000 to read a podcast for you Paul Dunay, Global Director of Integrated Marketing at BearingPoint and prominent blogger, made a massive blunder when he decided to get into podcasting. His first show was actually a whitepaper read by a voice talent for $2,000. The resulting podcast sounded like a book on tape and he and his colleagues were horrified. That episode was never published, but the voice talent did get paid. Send a specially selected mass mailing to your friends Susan Bratton, co-founder and CEO of Personal Life Media, is still having a problem trying to scale individual relationships with social media. Even when she pares down her mailing list of 8,000 to a personally selected mailing of 250, she still gets nasty messages telling her to take me off this list. Assume that social media doesnt exist until you arrive Social media strategist Chris Brogan and founder of PodCamp reached out to the New England podcasters bulletin board and said he was going to invite all the social media rock stars to come to Boston for Podcamp. Nobody responded to what he thought was a generous offer until he saw a response on the board that said, There are a lot of rock stars in Boston and its kind of offensive you got to import them from other places. Brogan learned from his mistake. Wherever you go on the Web realize theres been a history. Dont assume you know everything and discredit whats been done before you arrived, Brogan said. Post a comment on your own Facebook profile wall David Meerman Scott, author of The New Rules of Marketing and PR and the upcoming book World Wide Rave, needed his teenage daughter to point out his massive social networking faux pas. After setting up his Facebook profile, he showed it to his daughter to which she responded, Youre not supposed to write on your own wall. Youre such a dork, dad. Dont engage with people who only want to push their own initiative Ego and personal agendas often take over many online communications, and Ross Mayfield, founder of SocialText, used to ignore these self promoters. He doesnt anymore realizing that these self promoters are looking to create an association with you and your business. You really want to engage with every conversation that relates with your brand, Mayfield advised, Even if you dont want to necessarily draw attention to the existence of a competitor. Over-architect a site with features and content without talking to your customers Deb Schultz, social media strategist for P&G, fell into the trap of making too many assumptions about what an audience wanted and just started developing a site loaded with features and functionality. Its what happens when you work at a big company and you dont see outside of the four walls of the organization. Schultz admitted she should have spent more time talking with customers instead of adding more content to the site. Be overly careful about everything you say online Futurist Thornton May claims he still falls into the trap of self-editorializing when writing online. Even though May understands that what makes social media valuable is that its authentic, real, and unfinished, he still is extremely careful about what he says and that takes the edge off his online persona. He blames his age and says people of his generation are not familiar nor necessarily comfortable engaging in online discussions. Dont come to your own defense when people bad mouth you online Its often a good idea to have

others defend you in a public debate. But Peter Hirshberg chairman of Technorati and co-founder of The Conversation Group got into a situation where his silence in a debate about a product release was just seen as rather peculiar and it backfired on him. Accept friend requests from people you barely know Robin Wolaner, founder of the 40+ social networking site TBD.com, made the mistake of accepting friend requests from people she barely knew. These non-friends on her network happened to be very prolific posters and she couldnt turn down their noise. Many social networks dont offer a setting that allows you to only get information from your close friends and not from people you barely know. The only thing she could do was de-friend them, and as a result some were insulted. Stalk women on Facebook Stewart Alsop, partner of Alsop Louie Partners, claims this is not a mistake and hes extremely proud of it. Of his 1200+ friends on Facebook, Alsop claims he has about 400 attractive women as Facebook friends. In his mid-50s, Alsop reaches out to young attractive women and asks if he can be their friend. Many say yes. Alsop says hes an old guy and it makes him feel as if hes got something going on. Theres no downside for Alsop. Some may think its weird, but it doesnt change anything for him. You havent done everything right online, have you? Want to fess up to a massive blunder in social media? David Spark is a veteran tech journalist and the founder of Spark Media Solutions, a custom editorial production company. Read more of Spark at his blog Spark Minute and to read and hear interviews with many of the aforementioned people, subscribe to Sparks Be the Voice blog and podcast. Print Story Email Story Reprints

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1. Meg This list should be much longer.:)

But sometimes things that look screwball actually end up being absolutely genius, and strategies people recommend as ironclad and practical end up going, well south. Time tells the story in the end. And authenticity and respect for others usually goes farther than anything else. October 21, 2008 Reply

2. Guy McLaren Number one and three nearly destroyed me. But The good thing is I have learned to think before engaging October 21, 2008 Reply

3. AD PR NYC Your observation about the obsessively negative commenters is right on the money. Just imagine the private hell and constant insecurity they must feel to just make a life out of rudeness. If it is not constructive criticism just delete the comment. They will go away and find another victim eventually ;-) October 21, 2008 Reply

4. Brent Harrison Thought provoking post . . . made me think about some of my experiences. I find Being Overly Careful With Everything I Say Online is the trickiest. My general orientation has been not to say anything online that I wouldnt say to someone in person. (Sometimes that makes me soften more incendiary comments online; other times it makes me bolder and more in-your-face in person). Guy Kawasaki coached me recently on a blog post where he felt I was bragging about some project I did for a client unnecessarily. When I wrote the original post, I was sincerely trying to represent my sincere enthusiasm for the work was too close to it to see it otherwise. Given this experience, I would suggest another related to Assume Social Media Didnt Exist Before Your Arrived, which would be Listen to Coaching of Those More Experienced. This is especially true if unsolicited in Guys case he was graciously trying to help me (without requesting anything in return

though I bet hell pitch me a book soon!) You always have the option to thank the person and not follow the advice. Another one related would be (not to) monitor a new social network prior to jumping in. Context is important. Ive learned from other experts in the field simply by following their lead on Twitter and reading blogs. No need to copy but understanding each persons tone, style and unwritten protocol of the social network can be intuited just by signing up and reading for awhile before jumping in actively. One final one I would add would be Dont Feel the Need to Get the Last Word in. My wife recently dealt with a disgruntled customer at the wine bar & wine shop we own. After much apologizing in person, on the phone and one line, we thought the customer was satisfied. Then came the 1-star Yelp review months later where she, among other things, attacked our integrity. I responded directly with what I thought was a very dispassionate and apologetic tone. It was like pouring gasoline on the flames. She felt my note was demeaning and hostile. I pondered responding but chose to ignore. Some risk in this, of course, but my experience tells me that some people will never let you have the last word (and some will never be satisfied). Most will tire of flaming if not responded to. Use this one judiciously. October 21, 2008 Reply

5. Ray The Money Man We are use to protecting our credit rating, the day is coming where one site will have an update of your social networking ratingcount to ten and watch what you say! October 21, 2008 Reply

6. dcholloway Thanks for the post. Agree with everything except, Post a comment on your own Facebook profile wall. The issue here is that wall posts form an important part of the conversation happening in facebook. Wall posts can appear fragmented and disconnected to people who arent following the conversation on both ends. And this detracts from the value of wall posts and adds to the amount of noise within ones profile. Theyre (wall posts) static pieces of information that get easily lost and cant really be expanded upon. To remedy this, frequently Ill reply to wall posts on my profile to provide clarification about certain posts, in addition to a number of other things. Ive also openly requested that facebook add the comment feature to wall posts, just like they have enabled for virtually every other piece of information that comes through the news feed. This will be a very useful development, IMO.

OK, admittedly I might sound like one of these facebook marketing noobs, but the truth is that Ive used facebook almost since its inception and am comfortable with my social network faux pas. Im almost certain that not too long in the distant future facebook will enable the comment feature for wall posts, too, so that part of the conversation will become more meaningful and valuable than just a random, static blurb here and there. It really needs to be dynamic to be meaningful. Anyway, just my $.02 dcholloway October 21, 2008 Reply

Melanie Thats what Wall to Wall is for. Someone posts on your wall, and you post back on their wall, and you can read the entire exchange by clicking Wall to Wall. October 21, 2008 Reply

Kitsune But if you want someone else to follow along with your witty banter (and lets be honest thats why youre doing it, since otherwise, it would be a private message exchange) they cannot read what you said on the other persons wall unless they are friends with both of you. October 21, 2008 Reply

dcholloway Exactly. And to add to that, others are left out of the conversation. Wall to Wall is a public conversation (if people can see the other persons wall, as Kitsune pointed out), but only two people can engage in the conversation at a time. If someone has something to add to the conversation, they can only further fragment the dialogue by making a disconnected wall post that doesnt show up in the Wall to Wall conversation, and may leave observers to the conversation confused. October 21, 2008 Reply

7. Kitsune Not to sound like a flame-enticer, but it would be nice if you kept the same format for all your bullet points. Some are phrased as what the mistake is and some are phrased as what you shouldnt do. Dont come to your own defense when people bad mouth you online Accept friend requests from people you barely know It seems like youre advocating accepting the requests, since the first one is taken at face value. October 21, 2008 Reply

8. Jason Thanks for the excellent post. Just a comment on the voice talent item: I completely agree. There is certainly a wide need for voice talent, but I am consistently amazed at the results a nonprofessional can get with a decent podcasting kit. I have a Samson SAC01UPK Recording And Podcasting Kit. It has a USB mike, a tabletop stand, and some useful software. If you buy a pop/sibilance filter and play around for a few minutes with a software-based audio editor (even a freebie like audacity) to get rid of the sighs and swallows, you can really get outstanding results for under 200 bucks. I started using this type of setup to do temporary voice-over for elearning so we could test before the voice talent came in. Well, we ended up never using the voice talent. Ive loaned this kit out a few times, and everyone is shocked at how good they sound with a little practice. Last thing if your words are being read, think about a DIY approach. You naturally know where your inflection needs to be and where to hit points of emphasis. These benefits go a long way to creating a connection with your listener, at least in my opinion. October 21, 2008 Reply

9. Adrianne Machina Even the pros of Social Media sometimes seem too happy perhaps its an addendum to your being

overly careful about what you say online but sometimes too much good news just makes you look naive or like a spin-meister. Social media requires being authentic. Social media gurus can also become become too clique-y onlineYes, we all have friends and favorite pals, but we also need to take care to extend our reach to new people who may become raving fans of our products or services. Adrianne Machina October 21, 2008 Reply

10. Craig I like the comments and list of mistakes. I think the obvious one for anyone is dont put pictures or video up that you dont want to get around. Especially college aged kids make this mistake all the time thinking only a handful of their close friends will see what they are viewing, but the reality is once its on the net, it can be anywhere. You never know where that is going to land or who is going to see it. Craig http://www.budgetpulse.com October 21, 2008 Reply

11. Jason P.S. That pic of Mookie Wilson and Buckner never gets old! October 21, 2008 Reply

12. Steve The one about getting client input is dead on. Whether youre selling cupcakes or building websites, ya gotta know the audience. October 21, 2008 Reply

13. Marc Meyer

Marc Meyer Adrianne, good point I notice some of the a-listers spend more time patting each other on the back and enagaging in witty dbl entendres with their peeps than they do sharing their knowledge and expertise-not that theyre required to but still Here was my mistake as a community manager. I banned someone whose whole life was the community. Thinking that would be the end of it. I moved on. It was far from it. That person took it upon themselves to try and blow up (figuratively) every aspect of social media, myself, our brand, and my company was associated with. I had to let the person back in because it was easier to manage them under my watch. Big Lesson learned about the power of the community and the need to understand the players and not resort to knee jerk power trips. October 21, 2008 Reply

14. Stephanie ooh pick me for your 2,000 dollar podcast voiceover! I can do alot of different accents as well. Chinese, Australian , British, Italian, Alaskan, Cambodian, Russian, Jamaican, whatever audience you want to connect to..I got it! I like this post. My biggest mistake was accidentally sending a tweet through the wrong twitter account. We can laugh about it now. October 21, 2008 Reply

15. Captain Obvious The biggest mistake made by social media gurus is pretending that they are what they say they are. October 21, 2008 Reply

16. Bostonita Couldnt agree more with Brogans comment that, wherever you go on the Web realize theres been a history. Dont assume you know everything and discredit whats been done before you arrived. Its a mistake thats made over and over and over again. Thats why you should always lean on social media specialists to clue you in to the existing culture. October 21, 2008 Reply

17. Brian Good article. I do agree about making all of the points the same. Either make them things you shouldnt do or mistakes. Everybody makes mistakes with social media it isnt like it has been around for a long time. A big mistake is not realizing how much people can read into text and photographs. Brian http://www.konnects.com October 21, 2008 Reply

18. Charles I am a guy who met Alsop at an industry conference and spoke to him briefly about a business venture. I said I would followup after the conference. Afterwards I found him on Facebook and sent him a friend request with a message referring to the conversation. He sent a rude rejection. Now after your reading your article I see what kind of business he tries to do on Facebook. If I were his kids Id be embarrassed. October 21, 2008 Reply

Colin Robertson I dont even know the guy and Im embarressed for him! Being 50 is no excuse to be creepy. October 22, 2008 Reply

19. Kenny The Facebook fallout is starting to happen. Happy times ahead for those of us not on Facebook, we can laugh at those who are. October 22, 2008 Reply

20. Eric Doyle I saw a tweet pitch today for Mashable, a start-up nearly begging for coverage. it said, please dont ignore my email Couple mistakes here: 1) unnecessary plea just make your case for a story; it actually works AGAINST the start-ups chances of getting coverage on Mashable by sounding desperate and even annoying; 2) not a good way to build relationships; 3) no need to pitch in the public timeline. Send a direct message instead. Pitches need to be customized to individual people, not blasted to the world without real substance. October 22, 2008 Reply

21. Laura I like this post a lot. It goes to show that nobody is perfect not even the experts. Its pretty funny too. October 22, 2008 Reply

22. toncmi I like this post a lot too. October 22, 2008 Reply

23. georgia I stumbled on this and gave it the thumbs up! Your article is well written and gave me food for thought. I particularly found this funny Post a comment on your own Facebook profile wall LOL. I love stuff like this :) Excellent work. October 22, 2008 Reply

24. Angsuman Chakraborty

> Accept friend requests from people you barely know Why didnt she use a filter? October 22, 2008 Reply

25. Borat David Spark is very full of himself. Nevertheless, the fact that hes writing for Mashable with other kids shows that hes a complete sellout October 22, 2008 Reply

26. Katie Van Domelen I run the Twitter account for my agency (@SitewireAgency) so I thought to make things easy Id set up my Twhirl to run both my personal account (@ktvan) as well as the corporate one. One day when I was leaving for lunch I decided to Twitter out a joke about where I was going except I accidently did it on the company account. I quickly fixed it but I think anyone who was following us with a desktop app like Twhirl probably saw it. October 22, 2008 Reply

27. Danny Brown Great list there. Also, dont assume that you have less important knowledge to impart compared to the rock stars sometimes the best comments and ideas/blog posts Ive read have been written by everyday Joes. We all start somewhere :) October 22, 2008 Reply

28. ron o Dont make bots that make some kind of friendconnect to every new user Dont pretent to be a hot chick making friend connections with new users.

Dont pretent to be a hot chick making friend connections with new users. Why is this happen so often? Have they read it is an good strategy to keep new users? Give them impression that a hot chick want to be their friend or that a startup manager really is your fan five minutes after you have connected to their site the first time? My opinion follow O Reilly: Dont underrate your users. Dont assume they are super nerds without brains. October 22, 2008 Reply

29. Michelle / chelpixie I strongly consider everything I post anywhere before I hit the button to send or submit because those arent words I can take back. They are forever in google. I got that down pretty well, very quickly. The one thing I really dislike is being followed on any service where a man is begging women to follow them. This morning on Twitter someone specifically wanted me to follow them because I was beautiful, this person is nothing but an icon to me. Ive never interacted with him before. That said, think about what you say to a perfect stranger before you say it and get to know people before making demands. Give before you ask. October 22, 2008 Reply

30. Fourclothed I wonder how amused Stewart Alsop will be when he finds out one of the cute girls was an identity thief. Thatll be good for next years social media foobar blog post. :) Assuming social media will still be a topic of discussion then. October 23, 2008 Reply

31. Brent Harrison Interesting related higher level research about the perils of ignoring online communities: http://tinyurl.com/5peaov October 24, 2008 Reply

32. FMC

FMC So is it Ok to stalk men? October 28, 2008 Reply

33. Allah Akbar! Stop trying to impose your Jew values on us, pig October 28, 2008 Reply

34. Web Design Company So many people create profile on leading social networking sites but a vast majority of them never bother to update it. There is nothing worse than a profile or blog that has not been updated for months. Whats the point? October 31, 2008 Reply

35. Ervin Moore h02xl97u886lgyp1 November 13, 2008 Reply

36. trisha I retweeted this! I think its a great article trisha December 21, 2008 Reply

37. Elizabeth

Thank you so much for this post. New to social media this helps tremendously. I especially like the point about not getting worked up over negative comments. You cant please everyone at all times, trying to can take up all of your time. Thanks again for sharing your knowledge! ~Elizabeth January 11, 2009 Reply

38. Blog Shot The Facebook stalking worked for me too. I asked attractive women who shared a birthday with me to be my friend. The result was a 95% acceptance rate. Same, same with people with the same surname. January 14, 2009 Reply

39. dougmcisaac I enjoyed your list, my biggest mistake/issue is over editing, I struggle with it and while I develop online and social marketing strategies for clients every day, I struggle sharing my ideas online. I find that commenting and using Twitter is helping me get over it. Doug April 19, 2009 Reply

40. blogomomma Great article, even for the un media.

Great article, even for the un media. As an outsider, I have no clue who Stewart Alsop is but is it VERY creepy to stalk anyone. Sorry! April 26, 2009 Reply

41. Jason I was playing a silly game of trying to be first on a popular Facebook fan page. Since you have to post your comment as soon as the link appears on your home feed I didnt have time to read the story and ended up making light of a very tragic international news story. The next several posters after me started flaming me and I had to delete my comment and slink away sadly. Lesson learned, playing first is risky; especially if you dont read the headline! May 05, 2009 Reply

42. robert330 If we don't thinking too much, it could be some joke story. free annual credit report September 02, 2009 Reply

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