Like most of us, I do large amounts of reading across many platforms to stay on top of as much news and information as I can for my organization.
It's a case of time as well as finding the pieces that are 'just right' to keep our attention. But so many of the pieces I pass on might have been 'just right' had they not committed the following errors.
1. Too Cluttered: Huge complicated graphics that required the visual acuity of a brain surgeon to dissect. Please don't give me a headache at 9 am.
2. Too Vague: The information didn't clearly and immediately point out what the title promised. After much blathering about the deep need to acquire what the mystery title was promoting, I still had only a vague idea of what was being offered two thirds down the page. BAH! Be clear and be upfront.
3. Too Confusing: As much as I wanted to understand and support a plea from someone who seemed deserving, I just couldn't understand what they wanted me to do. There were all sorts of instructions about what you must do and must not do if you wanted to be a part of what was being touted as an easy way to... hmm.
4. Too Obtuse: One blog turned me off because I know first hand they're not practicing what they preach in some of those '7 secrets to success' points they make; one of which is to connect with your clients. They just don't realize they are not connecting with their clients, themselves. I know because I actually tried connecting.
5. Too Inappropriate: I passed on an article because the profanity laced title was massively offensive. The shock value didn't impress me. I didn't visit the link. If I want swearing I'll wait til the cat barfs all over my shoes.
6. Too Annoying: Blaring music that commences the second I landed on the page. I can't click off of that stuff fast enough. Why do people assume it's alright to blare something like that in anyone's office? I wouldn't walk into their office with a boombox blaring on my shoulder, don't do it in mine.
7. Too Lost: Some can't stop promoting long enough to follow up on the business they generate for themselves. I unfollowed one after she tweeted 8576 times how I would improve whatever angle it was she was offering. Why? Because despite my direct contact with her across several platforms, she never once recognized me as a follower, a shareholder and worse, a client. In fact she even sent me an invitation to buy her stock at Empire Avenue and promised as a new user I'd earn 2000e. I'm an established user and was maxed out in her stock. How can she advise my business if she can't manage her own business?
The biggest issue affecting all these communications is they've failed to take their client into consideration, which equates to a loss of direct engagement.
Do you feel businesses fail to make the necessary connections to sell their books, products and services because they simply don't understand the innately human aspects of Social Media? Do you think this is what separates the unsuccessful from those professionals who get it 'just right'?