Email spam is easily dismissed – labeled as junk and forgotten. Television ads, while sometimes intrusive, can be entertaining. But social media advertising that feels like unsolicited junk mail tossed onto your digital doorstep? That’s a marketing misstep akin to performing “The Jerk Dance” at a formal gala – awkward, out of place, and likely to repel your audience. Why do so many businesses still resort to these disruptive tactics on platforms designed for connection and community?
This isn’t about subtle marketing, the kind that gently guides and informs, offering value before making a direct pitch. That’s inbound marketing – drawing people in with relevant content, not pushing unwanted sales messages. There’s a vast online audience, sure, but are they really waiting for generic, impersonal pleas to buy your product or service, especially when delivered with the subtlety of “the jerk dance”? Imagine barging into a professional networking event and immediately launching into a hard sell without even introducing yourself. That’s the social media equivalent of sending unsolicited, impersonal sales pitches.
LinkedIn, for example, brands itself as the “World’s Largest Professional Network.” “Professional” and “Network” are the keywords. It’s about building connections, engaging in industry discussions, and fostering professional relationships. Recently, I received a connection request on LinkedIn from someone in the Aruban wedding industry. My initial thought was positive – perhaps a collaboration opportunity for my photographer brother who specializes in high-end events. He’s even pioneering panoramic photography for venues, examples of which I’ve shared on LinkedIn, showcasing the Tent at Lincoln Center and the River Café.
However, the follow-up message wasn’t a professional inquiry. Instead, it was a generic wedding advertisement, envisioning my (already decades-long) marriage renewed on an Aruban beach at sunset. While Aruba is lovely, and weddings are celebratory, this impersonal pitch felt completely out of place on a professional networking platform. Even on Facebook, such blatant advertising feels like digital litter.
As someone who regularly guides interns and, yes, even my own family, I felt compelled to offer some social networking advice. Instead of the marketing equivalent of “the jerk dance”—a series of jarring, off-putting moves—aim for engagement. Offer valuable information that piques interest in Aruba. Share recipes from local food trucks, reveal hidden gem bars serving authentic Amstel, or detail the island’s consistently sunny weather. Perhaps tips on navigating Aruban terrain in a rented VW Gurkel after a sunrise beach adventure – practical, relatable content. Personalize your brand by showcasing your team. Interview them about their favorite local spots, food vendors, or memorable weddings they’ve hosted. Become a trusted resource with genuine insights. If your network thinks “Aruba” and “weddings,” you want them to think of you, organically.
This softer, informative approach is a long game, not a quick fix. If you’re chasing instant results and easy sales, social media might seem frustrating, unless you opt for paid ads. But bombarding users with unwanted pitches? That’s just guaranteed to irritate, the marketing world’s equivalent of “doing the jerk dance” – drawing attention for all the wrong reasons.
Next week: More marketing moves to avoid – more examples of “doing the jerk,” and how to gracefully step away from these outdated tactics. Think of it as avoiding “The Elaine” dance move in a professional setting – knowing when to refrain is key.
Bio
David Greenberg is the Director of Marketing at Ted Kurland Associates, a renowned artist booking and management agency known for representing exceptional musical talent. (Please note: Direct music submissions via social media are not relevant to his role in marketing and will demonstrate a misunderstanding of this article’s points.) David has dedicated his career to refining the art of subtly introducing quality music to a wider audience, employing a “spoonful of sugar” approach learned, in part, from classic songwriting. His professional journey extends beyond music, encompassing diverse experiences best explored on his Facebook or LinkedIn profiles. Beyond his professional life, David cherishes his creative and spirited family who provide grounding, humor, and essential reminders about household responsibilities, keeping his “telling people what to do” tendencies in check.
Joe
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