Twitter, FriendFeed and Overexposure of the Personal Brand

I’ve said it before, but this post especially requires that I state it clearly again: I am a New England Yankee.

That means that I possibly have a heightened sense of propriety and generally would consider a lot of things marketing-wise as crossing the line that some of you might not have a problem with.

I’m noticing lately that a lot of marketing types are spending a lot of time on micro-blogging tools such as Twitter, FriendFeed (the new darling), Plurk, etc. I’m sure many have convinced themselves that a lot of what they are doing is “creating social media brand awareness” for their products. The truth is that Twitter is more about branding for the personal brand, and as such I find in most cases, it creates a level of over exposure that’s downright harmful to your personal brand.

Think about Jason Calacanis, who was for a while offering all kinds of contests, giveaways, etc. via Twitter, trying to increase the awareness of the Majalo Search Engine (disclosure: I signed up to contribute when it first started, but honestly never did produce any results for them). For a time, it seemed that the Twitter stream I was getting was all Jason, all the time. “I’m going to have lunch with xxx here. Burritos, yum” or something like that. The signal to noise ratio was so high that I really began to dislike what Calacanis was doing. I didn’t even know him and I was starting to develop a strong dislike.

Jason mentioned on the This Week in Tech podcast this week that he has a lot of people who can’t stand his online persona, but actually become good friends when he meets them. And for the record, I really enjoy hearing Calacanis on podcasts, and I’m sure I’d like him if we were to sit down for a beer sometime. However the Twitterati Calacanis was, for a time, utterly annoying.

Similarly Jeremiah Owyang – he’s been a perennial link in my posts, but when Forrester did their conference in March this year, I had to un-follow him for the time being, I just didn’t need to know whenever anyone decided to go to the bathroom at the conference, or what specific CEO he was talking to.

On the other side, I see a lot of the Twitterati catering to prurient interests to build their following. Yes, sex sells, for the most part, you’re selling yourself here. Do you really want the interest that brings? If you’re even thinking about that, you might want to talk to Ariel Waldman, community manager at Pownce, who’s now got her own stalker, with all the fun that brings. Oh joy!

The problem we have is that so many of us are making the mistake off blending our personal and our professional lives. In business, I prefer not to be known for my ability to consume Mojitos…although personally I really like them. Yet, I blend my Twitter posts with a weird mix of both professional and personal information (yeah, do as I say, not as I do).

I think too many of the Twitterati are making the fundamental mistake of overexposing their personal brand via social networking, to their personal and professional detriment. Your thoughts?

One Reply to “Twitter, FriendFeed and Overexposure of the Personal Brand”

  1. I’m personally beginning to feel diluted through the various (and new/startup) social networking tools and sites. I’m currently removing myself from a few. I’m not enjoying them and when it’s not fun anymore, I don’t do it.

    Regarding your twittering (how many names are there for this anyway? Tweets, tweetering, etc?) I prefer to see some human element and not just business element to those I follow. For instance I currently have fox news that I’m following. Besides being flooded, there’s no give and take so I’ll remove them, turn on the tv or go online to the ones I want, and use twitter for what I still believe it should be used for. Give and take. Because right now I feel sort of spammed by those that don’t give a little of their personal selves by at least acknowledging an @ symbol.

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