With so many social networking sites available on the Internet, I thought I’d do some research to discover the emerging Do’s and Don’t’s of Self-Promotion. After all, one doesn’t want to become known as a Dreaded Spammer. On the other hand, we all know that “Bench Advertising Works”, so in that spirit, I set out to uncover the mysteries of Global Networking.

According to the experts, the following are the “10-Commandments” of on-line self promotion. I have to admit, they leave me feeling somewhat perplexed. See for yourself if you don’t come away scratching your head.

(Disclaimer: Yours truly may have paraphrased or even blatantly made up some of these rules.)

1- Try to ‘stir things up’. Controversy is interesting. Initiate debate and commentary to encourage an intelligent exchange of ideas.

2- Beware of controversy. Keep your biases to yourself. No one is interested in your personal opinions, except maybe for a bowl-full of salty nuts, and they just want to use your forum to vent their own brand of craziness.

3- Learn to view every site and discussion group as an opportunity to gain exposure for your work. Add links to your comments and mention your product or service in every post. Remember, you are trying to create your own cyber-footprint, so be bold.

4- Avoid obvious attempts at self-promotion, especially blatant references to your product or links to your own site. These could be perceived as “spamming”, and may result in your being barred from some social networking arenas.

Besides, your SSP (shameless self-promotion) really pisses people off. They have their own crap to sell, and you are using up valuable face-space!

5- When using tools like Facebook and Twitter, get to know your base market group. Work towards acquiring a following that shares your interests. These are the people who are most like to buy or cross-promote your product.

6- Cast a wide net. Take care not to restrict your networking group. Don’t “preach only to the choir”. After all, that Indonesian Fisherman might be interested in joining your Toronto Librarians’ Book Club. You never know!

7- Be respectful in your posts and comments. Even when disagreeing, remember to use your “indoor voice”. No SHOUTING, name-calling, or general “dissing” allowed.

8- Be aggressive in sharing your opinions. No one likes a “wussy-cat”. People are drawn to strength. Employ the “Simon Cowell” approach to every golden kernel you care to share.

9- Be warm and ‘folksy’ in your communication. Don’t be afraid to connect with strangers. Remember to show an interest in their comments and posts, not just your own. This will build a loyal following.

10- Don’t reach out to strangers. Some find this to be intrusive. I recently read an article about the 15 most annoying types of Tweets on Twitter. In the comments section below the story, one person took the opportunity to complain that complete strangers were “following” her and were annoying her with “Tweets”!

Go figure, eh? I have nothing to add to such a blindingly brilliant observation…

Regarding #10, I came up with the following thought on “paranoia in the modern world”:

A patient Tweets to his on-line Psychologist, “Doctor, I think I’m being followed!”
Donna Carrick, August 22, 2009