To be fair to those who do it well, it takes nerve to think there are thousands of people waiting around to hang on to your latest words or hot new project. We may have products, businesses or books to promote, but not everyone has a similar promotional style.
Social media is a bit like Dish Network's Auto Hop. A feature which enables viewers to jump past commercials and get back to the show. Especially when your promotional messages become too overwhelming — folks will just tune you out and unfollow.Your job is not to leave people feeling spammed.
You are your brand. Your message is your topic.
- Promote others: Even if it chokes you a bit to give a hat-tip to the competition, social promotion is symbiotic. Helping others with pure intentions builds your social credibility.
- Stay on topic! If you have a business audience, keep the kitten and puppy pictures to a minimum and save the emoticons for your personal friends.
- Curate the best content that ties in with your online community; whether photo or product.
- Tell stories! Storytelling about successes is a favorite read. Do you personally have any? Perhaps stories of those who have benefitted from your work?
- Build trust by not sharing topics out of your wheelhouse just because they are trending. But do sprinkle personal posts, they bring humanity to your brand.
- Lose any feeling of entitlement — no one is required to follow (or listen to) you. You need to romance your customers by engaging in conversations and commenting.