I (Still) Get No Respect

I (Still) Get No Respect

Let’s face it: Twitter, Facebook, and LinkedIn squandered their potential. Instead of becoming knowledge or trade hubs for professionals, including bankruptcy attorneys, they’re essentially virtual singles bars. All 3 of these networks are so choked with ads, scams, and come-ons that companies trying to turn a legitimate buck have turned to so-called opinion or “thought” leaders (anyone from Ashton Kutcher to Robert Scoble) in order to cut through the chatter. Fair enough, but lawyers still aren’t going to buy a product because it’s being pushed by an actor (even if it’s a dream-boat like Ashton). And as the authors of this piece in Social Media Today point out, professionals get online for reasons not common to the average user, including:
 
  • engaging with others in their discipline
  • collaborating on their projects or cases
  • learning about innovations in their field
  • sharing and discussing their experiences
  • reinforcing their referral relationships
  • accessing and sharing hard to find info
So why is there such a yawning gap between what professionals want in social networks and what the networks deliver? And to make matters worse, most social media campaigns are basically re-packaged website or blog content grafted onto the flavor of the month; an approach which is transparent and ineffective.
Why don’t social networks and advertisers observe the same rules that we professionals observe among ourselves, i.e.
   
  • trust is built by giving freely
  • one good turn deserves another
  • value speaks for itself – no BS
  • be patient – teach don’t preach
  • respect my time and intelligence
  
If social networks and marketers respect these principals will they gain traction with professionals? How should I know? But I’m sure that if they ignore these points I’ll be gone before they can sell me anything.