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5. You Are Wasting Money On Social Networking
I find it encouraging that website managers increasingly recognize that a Web strategy is more than running a website. They are beginning to use tools such as Twitter, Facebook and YouTube to increase their reach and engage with new audiences. However, although they are using these tools, too often they do so ineffectively. Tweeting on a corporate account or posting sales demonstrations on YouTube misses the essence of social networking.
Microsoft dramatically improved its image amoung the development community by allowing Microsoft staff to speak out via the Channel 9 website.
Social networking is about people engaging with people. Individuals do not want to build relationships with brands and corporations. They want to talk to other people. Too many organizations throw millions into Facebook apps and viral videos when they could spend that money on engaging with people in a transparent and open away.
Instead of creating a corporate Twitter account or indeed even a corporate blog, encourage your employees to start Tweeting and blogging themselves. Provide guidelines on acceptable behavior and what tools they need to start engaging directly with the community connected to your products and services. This demonstrates not only your commitment to the community but also the human side of your business.
5. 你在社交网络上浪费金钱
令人鼓舞的是，我发现网站管理人员越来越多地认识到：网络策略不仅仅是运行一个网站。他们开始使用工具，如Twitter、Facebook和 YouTube，以增加与新受众的接触和互动。然而，尽管他们使用了这些工具，但通常却是无效的。用公司账户啁啾小话，或在YouTube上演绎售卖示 范，就有违社会网络的本质了。
社交网络是关于人与人的互动的。个体的人不想建立与品牌或公司的关系。他们希望跟其他人交谈。太多组织在应该花钱与人们透明公开交流的时候，一掷千金到Facebook的应用服务和病毒式影片。
鼓励你的员工自己Tweeting和blog吧，而不是建立企业Twitter的帐户，或者甚至公司博客。提供可以接受的行为准则和工具——他们需要直接参与到与你的产品和服务有关的交流中去。这不但表明了你对社区的承诺，而且表现了你公司的人性化。
