NEW YORK -- Social media can be an essential tool to reaching out when consumers today -- but the last thing you want to do is creep them out and scare them away.
Unfortunately, this is a very easy trap to fall into, which can be difficult for many business professionals to understand.
See also: Q&A with SugarCRM CEO Larry Augustin
Mathew Sweezey, a B2B marketing evangelist at Pardot, a marketing solutions provider for SMBs, discussed at SugarCon 2013 on Wednesday that while these technologies give you a whole other level of social, marketers and sales people often drift towards "1984-like tracking."
"The current state of affairs is people don't like salespeople," Sweezey declared to the keynote audience, citing a recent Gallup poll citing that salespeople fall just below lawyers when it comes to most liked professions in terms of appreciations.
Implying that isn't a good thing, Sweezey hinted that the "the bar is really, really low" to surprise people.
Sweezey outlined a handful of tools that he argued are critical to successful social marketing at the moment.
Naturally being that this was Sugar's annual conference, CRM was at the top of the list. Some of the other tools that Sweezey highlighted were Google alerts, social aggregators (i.e. HootSuite, TweetDeck), and job change alerts (i.e. LinkedIn Groups), among others.
Sweezey also offered a number of tips about techniques to approach and deploy social campaigns without coming across as creepy. Here are a few:
Sweezey quipped, "No one likes a stalker. Don't be a stalker."
More coverage from SugarCon 2013 on ZDNet: