Affiliates, Customer Evangelists & Twitter
March 26th, 2009 // 1:57 pm @ Jim Kukral
So let me ask you a question. I’ve been trying to be an outside customer evangelist for many companies for years now. I won’t name the companies here at this time, but if you know me and have followed me you know who I’m talking about.
Here’s the question.
Why is it ok for a company to “market” their services/products on Twitter, but it’s not ok for me to do it as an affiliate evangelist of that product/service?
Here’s an example. A fishing supply company monitors Twitter search for people talking about fishing. The company then follows the person on Twitter and begins to engage them in a conversation about fishing. Which ultimately leads to them maybe getting a sale for their fishing supplies. Or a backlink, or publicity, whatever. They get something.
Now what about me? I’m a partner or affiliate for the fishing supply company. If I do the same thing. If I engage a follower/friend and talk about a product I truly love… People might say that I’m spamming? Shilling for a commission.
I am.
But isn’t that what the fishing supply company was doing?
It is. Don’t deny it.
So, why is that different then when I do it, assuming I’m an evangelist?
Why does the company get a free pass promoting themselves and the evangelist doesn’t?
When they do it, it’s “outreach” and being social/cool.
If an affiliate/partner/evangelist does it, it’s “trying to sell something”.
Fair? No. The way it is? I guess so?
I simply find it interesting to explore this new dynamic in our current social media world of marketing and sales. I also find it very interesting how the same companies that worked hard to quell customer evangelists, are now leap frogging the evangelists by adopting their techniques from the corporate level on their own.
What’s your take? For more reading, check out Scott Jangro’s two part series on affiliate links in Twitter. Part 1, part 2.
You can also hear a spirited discussion of this in our Geekcast.fm podcast from the other day.
Lastly, make sure you attend the Affiliate Summit this summer in NYC to talk more about this type of thing.
Category : Affiliate Marketing &Affiliate Summit &Customer Evangelists &Online Marketing
Eric Nagel
1 year ago
As long as you (as the affiliate Twitterer) provide value to your followers (or the specific person you're replying to) then affiliate links are OK. The other day someone I follow asked a recommendation for a web-monitoring service, and I replied with an affiliate link for Pingdom. I use them – I recommend them. And if I recommend them, I'd like my cut.
Provide value & it's OK.
Sam Harrelson
1 year ago
It's about community and trust.
If I ask for a good place to buy a uke, I'll trust your recommendation b/c I know you and I know that you are really passionate about that topic.
If someone I don't know sends me a DM or an @ message with a suggestion and an affiliate link, I'm going to have to do my homework and see who they are and if they are really passionate about something or just trolling keywords on Summize.
The question that needs to be asked isn't "if it's ok to use affiliate links on Twitter?" (of course it is), the question should be "WHEN is it ok to use affiliate links on Twitter?"
Sam
Factor77.tv
1 year ago
Jim, i'm not sure that an evangelist gets paid off of something they love. If you are a Huggies evangelist, you are someone who loves diapers made by that brand and you tell all your friends about them. Not because you are getting a commission.
People don't mind talking to the company it's self they call it "customer service" and they trust that. People don't trust sales people…
Joel Libava
1 year ago
Jim, By far the best title of any of your posts, this year. A couple of days ago I put a question out over at Twitter. Then, I put in a link to a product that I use, believe in etc…Did I feel guilty? No. I knew that I could "maybe" upset a follower or two, but maybe "upset" is not the right word. Heck, I don't know. I have not been at this for as long as you have, but here is what I know.
I know we all have choices. I hope someone makes the choice to use good folks like you and I..our services, our knowledge, etc.
The Franchise King
Joel Libava
{Jim, thank you for your loyalty and support}
Christine Fife
1 year ago
This is an interesting topic and I believe critical to continue to discuss amongst marketing/PR/communications/sales professionals. What about this take on it?
1) Companies absolutely should be utilizing social media for communicating to the audience(s) most likely to buy or have another interest in their solutions. But, consumers don't actually care about a company's products–they care about solving their wants and needs.
I believe "engaging" with consumers through social media is great, but that key here is "engaging with" them. Many, many companies are "advertising at" them with the same old marketing fluff. How long before we have social media spam (or SMAM) tools?
2) As an evangelist, absolutely it should be ok to recommend companies or products, but only if you have no vested interest in that product or company (nothing of monetary value will be thrown your way from their making more sales.) BUT, even if you have a bested interest, you also have a right to tell people you like the product/company. If they find that offensive because they normally look to you for vendor neutral advice, that's their problem.
3) More than likely, if you have full disclosure (i.e. you tell people you have a vested interest) at the same time you're telling them about the product or company then they will appreciate the candor, won't feel like they're getting a covert sales pitch and will probably still consider the recommendation.
The experience you're sharing here seems to illustrate that people want to have "conversations" about how to fulfill their wants and needs and not to just get a product pitch. If you had no vested interest, then you're just sharing your opinion and people want that.
Jim Kukral
1 year ago
Great thoughts Christine. Thanks for sharing them.