Dear Readers -
John Meussner from the Bay Area in California shares his advice about using content prepared by others and mass distributed. What is known as "Canned Content" is not Marte Cliff content. Knowing the difference can be very important for one's career.
John follows in the footsteps of an ActiveRain pioneer - Lenn Harley - who taught the lessons of Copyright over and over and over again.
Many ActiveRain Bloggers offer sound advice. Today we all should pay attention to John Meussner's warnings.
All the best - Lynn
PS If I haven't thanked you personally for reading my Blog, let me do so right now! I really appreciate your stopping by and (perhaps) commenting! L.
Are You Using Canned Content? Stop it!
Using canned content? Scheduled posts on your social media? Great idea, right? Super convenient, and you can post in advance for times when you won't be around. Just line up your content and step away. Like this twitter account clearly did when scheduling their post from this morning:
Yes. This morning. I'm giving whoever runs this account the benefit of the doubt of not thinking they're simply a vile human being and chalking it up to that ever-convenient "auto/scheduled post" feature we all know and love.
Or how about the Realtor who "used a marketing company to produce canned content for her social media" earlier this year? That was the explanation for the fact that a newspaper column in her town post an article "she wrote". The problem was, the article was an article I'd previously written and published. The excuse was that she used a marketing company that must have lifted the material. I quickly became the highest paid column ghost-writer that newspaper will pay this year. According to the Realtor, the amount I asked her to pay was "more than she puts away for her children's education". Well, sweetheart, better start looking at some in-state schools.
Is it worth the convenience to hope a 3rd party is going to perform for you over and over and over? Is it worth scheduling a post that could make you appear to be totally heartless and absent-minded, too? Really, think about it. If this morning, as a nation woke shocked and heartbroken over the events in Las Vegas last night, your circle logs onto facebook and sees your smiling face telling them "Why Staging Your Home For Sale is the MOST IMPORTANT THING YOU SHOULD DO TODAY". Sure it's not nearly on the same level as the screen shot above, but it's certainly not topical, relevent, or going to get a good reaction from anyone.
We all need to do a better job at cutting the BS and pretending we're working hard. You didn't write it ? Don't pretend you did and don't publish it. You don't have time to post or write every day? Then don't. Write when you have time. Post when you have time. Can't think of a topic? Research, or skip a day. It won't kill you. Not like a mistake like the above one will.
Canned content is garbage, and if you've got a large enough audience to get good results from it, you should have a large enough budget to pay a real life assistant/team member to handle this side of your business. Trusting a 3rd party is too risky. Auto-scheduling is also risky. If it's worth doing, it's worth doing yourself.
BONUS THING WE CAN ALL STOP DOING
Insincerely tagging people on your social media posts so that everyone can see you just closed a deal. I've seen Realtors and Lenders sincerely tag their clients on social media to celebrate a happy moment, and it's a beautiful thing.
Then there's the following post: Congratulations "CLIENTS NAME", And a great job to "TAG REALTOR HERE", "TAG TITLE/ESCROW/ATTORNEY HERE", "TAG INSURANCE AGENT HERE", "TAG BUILDER HERE" who all did a great job for our client, closed quickly and did such a great professional job. #GreatestLenderEVER #EVERYONELOOKATME #ANDMYEGO #IHopeMyClientsFriendsSeeHowGreatOfAJobIDid #IHopeMyRealtorSeesThatITaggedThem #IRULE #ImAwesome #InsertMySloganHere @MyCompanyName
Seriously, can you be any more self-serving on what is a HUGE day for someone else? Just stop it. The industry is continuing to shift online, and the more online marketing done, the less personal it will be. And if you shift accordingly, and can market online in a personal manner, and ditch the canned, self-promoting BS that everyone else is doing, you'll win in the long run.
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