You Better Treat Me Right...Or Twitter, Here I Come!

Social media is undoubtedly growing--Facebook has grown almost 200 percent in the last year, and Twitter has grown by nearly 2,000 percent in the last year.  So, the social media reach is clearly starting to expand in leaps and bounds, and many savvy businesses are jumping on the bandwagon to manage their on-line images, assist in customer service and even generate new business. 

At the same time, average, everyday folks are realizing that they have newfound power over those with whom they do business.  No longer can the phone company put us on hour-long holds.  No longer can the cable company tell us they'll come on Monday and not show up till Thursday, because we'll tell everybody and their mother all about it on our Facebook, Twitter and MySpace pages.  And if our complaint particularly moves our audience, it's bound to find an even wider audience when it goes viral.

From a customer advocacy standpoint, this isn't necessarily a bad thing.  We've all had those experiences where we ended up in a call center maze, sometimes being transferred back to the person we originally spoke with.  And we've had rude customer service people tell us to "have a day."  Before the on-line social media craze, we had minimal respite.  We could essentially take it or leave it.

So, yes, it's good that we can hold companies publicly accountable.  But let's also consider this from the  standpoint of companies.  What if a loon calls up and wants something ridiculous, like six months of free cable because of a $5 billing error? And what if the complaintant is a serial complainer, someone who could find fault with service God Himself provides? Aren't they essentially blackmailing companies, saying "Do what I ask, or this will be all over Twitter and Facebook before you even have time to talk to your manager"?

And would we want the tables reversed? Do we want the phone company to be able to to Tweet out a list of those who are more than 60 days behind on their payments? Or do we want department stores to publicize their list of frequent returners?

Social media really has the potential to be great, but it can also be used for malevolent purposes, since it's in the hands of, well, everybody.  It's a burgeoning area; even the experts have only been social media experts for about a year or two. 

Because the social media landscape is so new, there aren't really any rules on how you can use it.  But when I'm reading anything on-line, I use the same rules I use for evaluating statements I see in conventional mediums, like blogs or newspapers. I ask myself, "Who is the source?" I get to the root of who is saying something before I retweet.  I sure as heck don't want to help someone promote an unfair negative campaign against a company because he/she holds a personal grudge. 

I also ask myself when making any kind of disparaging complaint, "How will you feel if the company defends itself on-line? Will they present a side of the story you'd rather not have publicized?" I may want to gripe that a store wouldn't take my return even with the receipt.  But I may not want the store to mention that the clothes I tried to return were covered in dog hair and appeared to have been worn several times. 

This is a big subject, ripe with ethical and common sense dillemmas galore.  I'd be interested in hearing my readers' thoughts, so please comment.

September Update: My Whereabouts

Hello all! I so appreciate my blog visitors and especially those who contribute to the discussions with their own comments.  I like to maintain weekly posts, but unfortunately, that's been difficult this month.  My father, who lives in Illinois--a long way from Charlotte--was hospitalized with pneumonia over Labor Day weekend.  He was in the hospital for six days, and I stayed for another week after that just to be a "mother hen." :) Blessedly, Dad is now getting back to his old self!

I also stayed a little longer for another reason:  While I was in Illinois, my great Aunt Grace, who was 90,  passed away.  It wasn't entirely unexpected, as she had had several close calls throughout the summer, but she was a fantastic lady who is dearly missed. 

Well, between all that and a sinus infection, a severely bruised foot and sore muscles from all the yard work I did while in Illinois, I haven't had a chance to update the blog!  I've got a couple cool topics, though, that I'll be posting on this week, so please check back.  I'm also attending the two-day Social Media Marketing class with Corey Creed this week.  So, everything is just about back to normal!!!

Have a wonderful, blessed week!!

Will Write Copy--5 Cents Per 500-1000 Word Article

Is there anything at all unusual about that headline? I mean besides the fact that I'm willing to put in a minimum of 1-2 hours of brainstorming, researching and writing work for 5 cents. 

The answer to my question, as a lot of us seasoned copywriters have found, is no.  We're now in competition with overseas copy shops  that can turn out mass copy for pennies on the dollar; English may not be these folks' native tongue--that's generally obvious from the content produced--but that doesn't stop them from pumping out the copy.

Likewise, with the current economy, many folks stateside are looking for new ways to make money from home; one way is writing.  All you is a keyboard and time, right?

The most disheartening part of this new trend towards budget copy is that people like me who have put years of time and money into increasing our education and learning not just about the craft of writing, but also about sales and marketing--the fundamentals of making money--are left out in the cold.  Who wouldn't buy a Nordstrom's quality purse at Wal-Mart prices? The problem, though, is that better than 95 percent of the time, "copy deals" are anything but. 

Consider this:  Would you outsource your company's accounting, IT security or business planning to the lowest bidder? Probably not.  Your business is important; it's your livelihood.  You can't afford a mistake in your books or a network vulnerability.  So, you look for quality service providers, get recommendations from friends and colleagues and choose whom you'll work with based on a variety of factors, including the provider's reputation, ability to deliver and their professionalism.  Essentially, you refuse to put your business into the hands of just anyone.

Now consider that copywriting (writing to sell), blog writing and content creation, at a time when people thirst for constant information, is the lifeblood of a marketing campaign.  Without copy, people don't know what you do, how well you do it or why they should be calling you for XYZ needs.  You're anonymous, a nobody until carefully crafted words get you noticed and make people think, "I need to find out more about YOUR NAME HERE."

Most usually, those 5 cent articles are driven by volume; the people doing them aren't concerned over your return; they just want the money.  And if you're not happy, no big deal.  There are thousands more like you who want the world and more for that nickel.  So, they'll gladly take your place on the "writing" schedule.

How I and the other professional copywriters I know differ is that we're not working on volume; we're accepting a set number of clients to whom we can offer high quality marketing advice and then translate that into copywriting that sells.  We care if an article we write or post is not drawing in a  return on your investment, because we know that your livelihood (and ours) depends on how successfully we can help you convert casual information perusers into customers. 

Now, as a business owner, if that's not important to you, you perhaps are best advised to find a "writer" who is in it for the nickel.  You'll get your money's worth.