I feel like a broken record, but clearly people are not getting this whole social media thing.

You see, it’s called SOCIAL because it’s just that…it’s not marketing, it’s not sales, it’s not advertising. It’s SOCIAL.

Sure, it can help you increase sales and drive new business and nurture leads and do all of those things pertinent to making money. But it’s an effect that comes AFTER you build relationships.

In the past week, however, it seems to be getting worse. Or maybe I’m just grouchy. I prefer the former.

Let me give you some examples.

Several of us (you may even recognize it) received this pitch a week ago.

Check out the horrendous spelling. And, as it turns out, the person pitching has read every¬†blog for “eight month now.”

Sure. This makes me want to jump all over helping you and your “DC based venture” client. Does your client know you can’t spell? Or maybe you’re a robot?

Now take a look at this tweet I received last Friday.

“Won’t you PLEASE follow back?” Well, because you said PLEASE, sure, why not? Wait. I have a better idea. Why don’t you engage me in conversation if you really want me to follow you back? Unless you’re clearly a bot, I always follow anyone who engages me in conversation…you know, the social part of it.

And this fun little tweet that is pretty apparent they went on Klout, looked to see who was influential in Chicago, and sent this gem.

I’m sorry. Do I know you? Nope, I don’t. You want me to do what? For you? For what?

All this does is require me to do a bunch of research, if I’m in a good mood, to see if it would, in fact, be something my network would appreciate.

But, as it turns out, I received this tweet while on a rental car bus on my way to the airport and I didn’t have time to do your research for you. So, um, no.

Let’s say I was walking down Michigan Avenue, trying not to yell at the tourists who stop in the middle of the sidewalk to look at the tall buildings. As I turn a corner, you walk up to me and say, “We’re having an entrepreneurial event next week. Tell your friends!” You throw a flyer at me and walk away.

Guess what happens to your flyer? There are these round, wire cans on every street corner in Chicago. Your flyer makes new friends in that can while it waits to be picked up by the big, green trucks.

Doing that through a tweet isn’t any different.

The great thing about technology is it makes it so much easier to network and build relationships. You can watch someone’s tweet stream, find something you have in common, and jump into a conversation.

If you really want my help promoting your event, get to know me first. Because, it’s true what they say, if you scratch my back, I’ll scratch yours too.

Gini Dietrich

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

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