We constantly seek ways to encourage others to share our online content.
- We have social media share buttons
- And more social networking sites than we can count
Social media sharing can put your business on the map – the top of the almighty Google search god rankings.
Some businesses disguise taking as sharing.
Do you know how to spot the takers?
False Sharing Tactics
Sharing occurs when you give something of value and receive something of value in return.
- It could be a material gain (a sale or purchase)
- Or something intangible (a referral or recognition)
Masters of sharing understand the balance.
When the scale tips from sharing to taking, you run the risk of alienating your network.
Here are examples of false sharing tactics.
#1 – Enhancing Industry Status
Publishing industry articles, books, and white papers is smart marketing strategy.
It helps establish your business as a thought leader.
- Industry magazines win with articles from industry insiders
- Authors benefit from exposure to a broader industry platform
There are industry publications entirely built on the free content of the experts.
One publication is creating a book that will be the basis for an industry certification course.
- The book will also be sold separately
- The certification course brings money to the publisher
What is the gain for the industry experts?
- Recognition in their industry as experts
- Oh – and a free copy of the book
That looks to me like a scale tipped towards a great take for the publisher.
#2 – The Mystery Contest Winner
Contests are also smart social media strategy.
- They drive readers to your site or landing page
- Contestants engage in the process
- People like winning
But, what if there was no winner? Or you had to ask?
The worst case scenario is the business that runs a fake contest. That goes beyond taking.
With this example, what I am referring to is the business that has a winner, but doesn’t announce who it is.
Feel cheated?
One business held a contest for bloggers.
The prize? A featured monthly post on their successful blog.
- Bloggers were asked to blog about a new product
- They were given one free product to give away to a lucky reader
- The business chose a limited number of bloggers based on applications
The business never announced the winner.
It appears they didn’t want to “make a big deal” out of the winner.
But, they did ask the bloggers to post a product review on Amazon.
Sharing or taking?
#3 – The Disappearing Guest Blogger
It sounds like a great idea.
- Someone else writes content for your blog
- You can take a much-needed break
- All you need to do is share a few of their links
Then you post it – you never see them again .
- No follows
- No referrals
- No social media sharing
Guest posts are about sharing and building networks – on both sides.
A Balanced Approach
Sharing enhances networking.
- What one person views as sharing, another sees as taking
- It’s as individual as you are
So, how do you spot the takers?
Ask yourself ~
- How much am I putting into this?
- What is the short-term gain? Long-term gains?
- Does #2 justify #1?
Bottom line = listen to your gut.
You have the power of balancing the scales.
- How do you measure sharing?
- Do you have any examples of social media takers?
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Right on target Cathy.
I’ve seen all of these, but I’m most personally affected by the guest blogger requests I get. The ones that bother me are from people who are not specifically involved with freelance writing; they are just trying to get backlinks to their sites. And often those sites are for unethical businesses, like writing essays for college students.
I’m with you there, John. I try to keep an open mind regarding guest bloggers because I remember what it’s like to be new and not having a clue what I was doing. But, I laugh at those who say they’ve been reading my blog for some time and offer a topic that is not even remotely related to the theme.
Thanks for weighing in, John.
Like John and you, Cathy, folks offering even good pay for phony guest posts are a pain… so are the ones where it isn’t clear that they are schilling a product/site.
Go with your gut is such good advice!
And I hate that I’ve gotten so suspicious of their intent, Anne. Thanks for stopping by.
What I take away is keep your guard up. I’m an optimist by nature and I need to remember not everyone has good intentions. There are great relationships to be had online, but you need to be careful.
That makes two of us, Wade. 🙂 Not all are sinister, just very self-serving.
Thanks for sharing your thoughts, Wade.
I’m really picky when it comes to letting anyone guest blog on my site. I’ve been burned a couple of times. And, in the end, does it really do anything? You may pick up a few more readers but unless the guest blogger has a MUCH bigger following than you and they PROMOTE the post, it’s of no use.
I love guest posts from people I know and engage with. 😉 It’s tough to stick your baby in the hands of someone you do not know.
Thanks for sharing your point of view, Martha.
My boss had someone offer to guest blog for one of our clients. The article was word stuffed to the max. I had to do a lot to tone it down. We have never been asked to do that again.
As for the free white paper/book offers–don’t people realize that they are a way to get on the blog’s email list? I don’t mind if I want the white paper, but I know why it’s there. Thanks for the blog, Cathy.
Thank you, Ann. That’s why I say the choice is an individual thing. I could weigh the cost of getting on someone’s subscriber list as worth it in order to get the white paper. Someone else might decide it’s not worth it.
And isn’t that what makes the world go round? Our individuality. 🙂 Thanks for stopping by, Ann.
I have a lot of wacky guest blogger experiences, so I almost never say yes to an offer to guest blog. That has been my worst experience as a blogger. About half of the time an offer to guest blog is just a thinly veiled advertising plan. I guess you live and learn!
Hi Cathy,
I see another category of social media takers. They dump the same post in 10 different sites and you end up getting them all at once through your news feed. Then they don’t stay on F/B long enough to see or comment on others posts. The second type are the ones who never comment, like or share your posts even though you have done so for them many times.
Hi Kristen: I have pretty much come to the conclusion that if I don’t know the person, I’m not going to accept a guest post. It’s simply exhausting trying to weed out the bad.
Thanks for sharing your thoughts, Kristen.
Hi Madonna: Those are definitely the epitome of Takers. I often wonder how they think what they are doing is a good plan. Thanks for stopping by, Madonna.
Oooh, I’ve met number 3 a number of times, Cathy. If you’re going to guest blog, it’s only courteous to turn up and respond to comments and share the post at least once.
I know what you mean, Sharon. You feel like you should send them a bill for your marketing services. 🙂
Reminds me of my first guest bloggers and I was diligent in making sure their post looked good with images, links and so forth, they did the disappearing act as you mention here Cathy. It was a learning experience for sure.
Social media is about sharing and at times it may be unbalanced but your post today is a good reminder to be aware what others may or may not do.
Hi Lynn: Live and learn is right. 🙂 But, when it works, it’s sublime, isn’t it? Thanks for stopping by and sharing your view.
I’ve been burned by a guest poster (who shall remain nameless), who did not follow my request to stick to the items discussed on my blog (which narrowed his choice by about 0.001%, and yet he so managed)- but more importantly did NOT reply to a single comment made to his post. (OK, enough venting.)
But, I always wonder why folks respond to these contests and self-serving “courses”. I wonder who their parents and teachers were that they never learned the basic phrase “Caveat Emptor”- and, unfortunately, they vote…too!
You always make me smile, and I thank you for that, Roy. 🙂
Your example is why so many of us have pretty much decided if we don’t know the person and trust that they’ll deliver a good guest post experience, then we aren’t interested.
You get my vote, Roy. 😉
I encounter this types of people almost everyday, the moment I responded the terms of my blog regarding guest posting, they vanished like bubbles
Hi Herbert: I think I’ve seen those vanishing bubbles. 🙂 Thanks for dropping by and sharing your experience.
I have had the pleasure of having 2 guest bloggers who not only offered reciprocity but with whom I continue to have an ongoing email friendship and support. I think it worked out because one of us had liked the others posts and had taken the time to write personally with compliments which started a dialogue leading to the guest blog. Then I met the type that Martha mentioned and was stumped! Fortunately no long term damage was done to my blog which really is my sacred space. My posts are geared to make the reader feel comfortable and lead to clients rather than in your face marketing. Thank God I have some other guest bloggers coming up in the next few months who are following the pattern of the first 2, i.e mutual respect and giving. Like Wade said, one has to keep one’s guard up and yes, I am an optimist to the core!
Hi Vatsala: And doesn’t that make all the difference in the world? Like I said to Lynn, when it works, it’s sublime. And I know what you mean about your blog being your sacred space. I wrote a guest post on guest posts 🙂 where I compared it to inviting someone into your home.
I’m glad you took the time to come to my home, Vatsala, and share some great insight. Thank you.