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5. You Are Wasting Money On Social Networking
I find it encouraging that website managers increasingly recognize that a Web strategy is more than running a website. They are beginning to use tools such as Twitter, Facebook and YouTube to increase their reach and engage with new audiences. However, although they are using these tools, too often they do so ineffectively. Tweeting on a corporate account or posting sales demonstrations on YouTube misses the essence of social networking.
Microsoft dramatically improved its image amoung the development community by allowing Microsoft staff to speak out via the Channel 9 website.
Social networking is about people engaging with people. Individuals do not want to build relationships with brands and corporations. They want to talk to other people. Too many organizations throw millions into Facebook apps and viral videos when they could spend that money on engaging with people in a transparent and open away.
Instead of creating a corporate Twitter account or indeed even a corporate blog, encourage your employees to start Tweeting and blogging themselves. Provide guidelines on acceptable behavior and what tools they need to start engaging directly with the community connected to your products and services. This demonstrates not only your commitment to the community but also the human side of your business.
5. 你在社交網絡上浪費金錢
令人鼓舞的是，我發現網站管理人員越來越多地認識到：網絡策略不僅僅是運行一個網站。他們開始使用工具，如Twitter、Facebook和 YouTube，以增加與新受眾的接觸和互動。然而，盡管他們使用了這些工具，但通常卻是無效的。用公司賬戶啁啾小話，或在YouTube上演繹售賣示 范，就有違社會網絡的本質了。
社交網絡是關于人與人的互動的。個體的人不想建立與品牌或公司的關系。他們希望跟其他人交談。太多組織在應該花錢與人們透明公開交流的時候，一擲千金到Facebook的應用服務和病毒式影片。
鼓勵你的員工自己Tweeting和blog吧，而不是建立企業Twitter的帳戶，或者甚至公司博客。提供可以接受的行為準則和工具——他們需要直接參與到與你的產品和服務有關的交流中去。這不但表明了你對社區的承諾，而且表現了你公司的人性化。
