I’m a mad scientist when it comes to playing with social media applications and trying new things with marketing. I’m not afraid to tinker and putz with new technology or even take some risks and see how certain marketing techniques work out.

Creating mashups of ideas and turning them into some lumbering social media monster is what I call entertainment. I get some great creations, and I get some disappointments that are usually a little too uncontrollable to remain viable. Of course with all my experimentation and laboratory play there’s a game plan. There’s always some kind of path to follow, like a blueprint.

My concern is with businesses who are finding their way into the lab and piecing together nightmares in their social media campaigns without any plan of action.

Having a goal in mind isn’t enough. Working with goals alone makes you miss the little issues that should be standing out like a gleaming red “Don’t Do That” beacon. Like stitching together a giant monster from the body parts of thieves, vagabonds and killers. I’ve seen and heard of some businesses that launch a social media game across a variety of networks (in some cases just one) that seemed as if they ran into the lab with their hair all over, in a wild frenzy and just threw the switch.

Through all the electrical chaos and sparks, and the maddening meltdown among people within their social network, they go from cackling over their perceived imminent success to sheer terror at the fact that… It’s alive and they can’t control it.

Sure social media is often gamed by us as we work on various means to manipulate it and market through it but as crazy, wild-eyed scientists we seem to forget that no matter what we’re doing we’re dealing with live samples here. Real people reacting to the very real things we’re doing. Those people are often intelligent enough to know when we take the time to carefully plan our strategies and launch a beautiful campaign that engages them and talks to them personally…

And when we freakishly throw together a hodgepodge mess that transforms into an ugly monster. Uncontrolled comments, poor representation of a company, poor content that provides no value, lumbering stupidity – eventually they’ll just come at you with torches and pitchforks and they’ll destroy the monster you’ve created.

They don’t want it to be part of the community.

With that in mind, businesses shouldn’t be afraid to experiment to see what works with their followers. While most people won’t put up with complete rubbish and poor quality anything within social media they may actually be quite accepting of a Frankenstein monster if you present it properly.

A top hat, coat tails, a nice cane.

A monster is still a monster without proper planning though, no matter how you dress it up. Avoid trying to peddle something ugly and terrifying within your own social media marketing. Implement careful planning and try to understand what people want from you. That way you can craft a more appropriate and… friendly monster in your experiments

One that doesn’t eat small children or scare away conversions.

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