Mary Julia Smith

Aside from it being my favorite time of year, I’ve also found a new favorite thing, stumbleupon.com. I’m a pretty lazy web surfer in that I don’t actively seek out new and interesting things unless someone suggests it. I typically hit the same 10 or so sites a day and filter through all the mess to find something entertaining. But stumbleupon makes sifting through the garbage so much easier. It’s like Pandora for websites. I’ve found so many interesting, inspirational and funny things just by clicking a button – it’s kind of like hitting the jackpot every time you spin the slot machine. Maybe I’m way behind in discovering this, but I don’t mind. I’m just glad I did.

Do you remember the scene in ‘A Christmas Story’ when Ralphie finally gets his Little Orphan Annie Decoder Pin? He patiently waits through his favorite radio program to hear the secret code at the end, rushes upstairs to the only bathroom in the house (the only private place for such top-secret work) and frantically decodes Annie’s message. The suspense builds as Ralphie spells out his first code on paper, only to find the message when he says it out loud, ”Be Sure to Drink Your Ovaltine.”

His response: “A crummy commercial? Son of a b#tch!”

This is the perfect example of what NOT to do when marketing on social networks. Like Ralphie, who wants to be a part of Annie’s Secret Circle, your consumers who engage with you on social networks want to be a part of your “Secret Circle.” They already like your brand, product or service enough to actively seek out your message. You don’t need to push commercials to them. Instead, give your consumers exclusive content acknowledging their loyalty. Stuff like special promotions, behind-the-scenes information and entertaining and engaging messages will ensure they keep coming back for more, and don’t throw their decoder pins in the trash, or worse: end your social media friendship.

Ironically, I first saw this video on Facebook, where a friend posted it. And I have to say, for a guy telling me he’s happier without the social site, he sure seems sad, except for the occasional sarcastic smile. But he does bring up some good points. None of us have 800+ friends, and we shouldn’t create a social hierarchy where those who do win. For many people, Facebook is a popularity contest, just like student council elections in high school. For others, it’s a way to keep up with the Joneses, and just hope that your life is better than someone else’s. I’m definitely guilty of the latter. And then of course there are the annoying “friends” who tell you what they had to eat for breakfast, complain endlessly about their horrible lives, and send you a million Farmville requests. The good news with these friends is you can hide them from your feed, and even hide obnoxious applications.

But before you deactivate your account, remember why you check it in the first place. I have a lot of fun on Facebook, because I have it set up so I only see content from friends who contribute something meaningful or entertaining. And I keep my friend count down – new, real-life friends are welcome additions; nosy high school acquaintances are not. But just because other people treat Facebook like an ego booster, doesn’t mean you have to. Enjoy the connections you’ve already made, and remember: Facebook isn’t real-life, but it can help start real conversations.