Tag Archives: social media marketing

Critics of LinkedIn Endorsements or People Who Should Switch to Decaf.

Lately, I’ve been reading from people who are ripping heavily on LinkedIn for the new Endorsements feature, which enables one to endorse a colleague for certain characteristics they’ve listed. You can list in the neighborhood of 50 or so traits that someone can endorse you for.

The argument is that:

1) Endorsements take away from someone supplying Recommendations

2) They’re not of real value

3) LinkedIn is trying to be more like Facebook with their own version of a “Like” button

Only one of those has any possible validity and that’s only because I haven’t talked at length with the people at LinkedIn to know what’s in their brains.

Let’s take the first issue. If I ask someone for a Recommendation, they’re going to give it. Recommendations aren’t hard. Around 3-5 sentences should do it. If you really have a hard time writing 3-5 sentences about someone who has provided you exceptional service, I have questions about your ability to conduct business at all. It must not be important for you to write emails, letters or any other kind of communication. Because really, it’s only a nice note that’s needed here. You don’t have to write “War and Peace.” It’s the fact you are sharing a positive statement about someone. That’s it.

The point of me saying this is that if they’re asked explicitly and your service is good, few if any are going to say, “I’ll just give them an Endorsement instead.” What they will do if they’re not explicitly asked for a Recommendation – and if you’re good – is give you an Endorsement. Like me, you may have some Endorsements from some people who you’ve never even worked with. Some will say that’s a flaw and makes Endorsements less than authentic.

Sorry, is a bad thing if you’re a social media marketer to have many people endorse you for Blogging? No. Are you going to reject their endorsement? No. That’s stupid. And that’s the point some critics are missing. There are at times different sets of people who give Endorsements vs. the set of people who give Recommendations. The latter is often a person who has greater intimacy and knowledge of your services, the former is not. But Endorsements give the acquaintance an avenue they never had before. If you think that this means you can somehow game the system with having 100 people Endorse you, you’re giving far too much weight to this function.

Great for Our “At A Glance” World

I have a buddy who is so good at what he does, he has over 80 Recommendations. That’s certainly impressive and he’s earned every one of them. But do you want to know something? There’s no way in the world I’m going to read every one of them. It’s actually a deterrent to me reading much else in his profile after a while because fatigue sets in. You scroll and scroll and scroll and…we get it. Lots of people like you.

On the other hand, if I look at his Endorsements, I can get an ideal snapshot for what he does best. It’s not an accident that we’re often endorsed for the things we’re most known for. So anyone can check out his Endorsements, see what he’s strongest with and move on. If we didn’t have Endorsements, it would be more daunting for some of us to go through Recommendations alone. Let’s face it. We’re in a world of short attention spans. We need to get it quickly and now. Endorsements help us absorb one’s strengths in a few seconds rather than reading too much. You go to my page, you see Social Media Marketing, Creative Direction, Blogging, Copywriting, Content Marketing, etc. right away thanks to Endorsements. You get that that’s my thing. My core strengths. Easy enough, right?

The LinkedIn version of the “Like.”

Was the Endorsement feature absolutely necessary for LinkedIn to create? Let’s put it this way – do you find the Facebook “Like” button necessary? To me, I have a sense of what the Like button is and isn’t. I know it’s not hard to “Like” anything. It’s not a rousing endorsement. It doesn’t tell the whole story. It’s a little click of minimal commitment. That’s it. Nothing more, nothing less and maybe some people noticed you Liked something along the way.

I have the same perspective about Endorsements. Does it have as much weight as someone going in-depth in a Recommendation about their challenges and how much they enjoyed working with me? Of course not. In that instance, they’re giving me a real semi-case study. The other avenue doesn’t. But is having another way for someone to express a positive sentiment about me a bad thing? Nah. That’s sort of looking a gift horse in the mouth if you ask me. It is what it is – a light thumbs-up. Which is better than no thumbs-up.

Better yet, Endorsements serves an “intro” section of sorts before we get into the other sections. Which makes it all the more important to put more energy into beefing up everything else in your profile. What video, eBooks, articles and PowerPoints can you attach to your summaries? Why do you have any hangups about asking for a Recommendation from someone you worked with 7 years ago (the relationship was good back then, wasn’t it?). These are the big credibility builders. And the elements that often get neglected.

Now, if you want to get into the true benefit to LinkedIn in competing with other tools?

That’s a whole other story. If I think Endorsements ramps up the functionality of LinkedIn and makes it that much better of a tool, the answer is I don’t. For all intents and purposes, it’s a fluffy section. It doesn’t rock my world or change the game. Kind of how I feel about the LinkedIn redesigned layout, which is perhaps cleaner but isn’t profoundly better. Does it make it identify prospects better, communicate with others more efficiently, find the best communities and encourage greater interaction, etc.? That’s what LinkedIn could do better.

And if it’s not careful, Google Plus will nibble away at it, bit by bit.

With so many social media tools, why do things still feel broken?

The following graphic from Buddy Media is quite interesting, does an excellent job of organizing sets of features and at the same time, may very well make your head hurt. It’s not that we don’t need more social media tools or that they shouldn’t continually evolve. It’s that we often start with them before thinking about strategy or put up posts like, “10 ways your brand can be built on Pinterest.”

Um, may I ask a stupid question? Who said Pinterest may be right for the brand at all in the first place?

Focusing on the tools first is short-sighted but some marketers don’t know any better than what they’ve been told. Let’s take it a step back and get back to things like company vision, mission, culture…essentially your company’s reason for being.

If you’re confused on that or your company isn’t on the same page on that, you’re only adding to the problem by trying to communicate a message of who you are that people within aren’t completely on board with. Fix that part of the house first. It may take a few months, but the social media tools will still be there by the time you’re done. I’d wager there will probably be 1000 more to choose from anyway.

Let me know if you need a hand sorting any of it out – Dan@ChicagoBrander.com

Don’t Let Content Syndication Make You Lazy.

The other side of content syndication: Does it cause us to cut down on quality interactive time spent on each social media channel?

A couple weeks ago, I had a bonafide Freak Out Moment. One of the apps used to syndicate my blog was having an error and decided to post the latest post – even before it was done – onto the web over and over again. If you were on the receiving end of that noise, I do sincerely apologize for the insanity. Fortunately, if there’s any good that came after I had my meltdown and got the situation under control (hopefully, please Lord) by undoing the app altogether, it was that I had a bit of an epiphany about content syndication.

My epiphany

While I had originated a lot of content from my blog, in my passion for syndication, I was unintentionally neglecting some of those other channels, such as LinkedIn and Twitter, for the venues of discussion they have been for me. Technically I was there, but I wasn’t really there as much as I was distributing stuff there, thanks to syndication of my posts. I was posting, but I’d fallen into a trap of doing the very thing I despise doing: broadcasting in a 1-way format more than 2-way interaction.

As a result, I have not done as much interacting on LinkedIn in Discussion Groups or asked/answered questions in the Q&A forums. I’d maybe done some Retweeting of others on Twitter, but I needed to do more true responding and commenting to those tweets.

The trouble with syndication

Here lies the hidden trouble of syndication if you’re not careful. There’s absolutely nothing inherently wrong with having your blog sync with other channels, so I’m not blaming those tools – the problem is when users get in the habit of clicking off check boxes to sync that content with and forgetting to do anything else on the channels by and large. 

What’s that? LinkedIn? Twitter? Facebook? Sure, you’re there. But if you’re relying on syndication for your interaction alone, are you really there?

You can become so focused on the content under your own roof and how you’re going to push that out to the masses that you forget that each channel deserves as much of its own strategy as possible. What is it that makes this certain audience different? What is it that you’ve found they appreciate most? How will you have a relationship with them that’s different and unique from your other channels?

Without consistently doing this check-up on yourself, you can fall into a pattern of regular publishing – which seems great – without showing others that you know how to converse, absorb, appreciate and advise. You could actually have extraordinary content but totally un-extraordinary people skills within a community. 

You need both qualities to do business successfully and build a brand. At least I don’t think you can be nearly as successful being a pure content shoveler vs. responding to others.

So go ahead and syndicate. And of course, make your content as excellent as possible. Just remember to have your commenting skills accompany your content writing skills too.