Social Marketing – Beginners part 2

Social marketing beginners first mistake: Me! Me! Me! and oh yeah my product…

One of my new social marketing subscribers from the San Diego show asked me a question and it was perfect for the next beginners article here.

She asked me what kind of articles she could write that would do well in social bookmarking.

Obviously my social marketing beginners article last week was not very well read, because once again here is a question in my Inbox. Did I not last week chide you all never to ask questions at the inbox? If this question had come in comments this person would have had a link to the domain of their site from me.

Why? Because you, the one leaving the comment would have created it when you entered the comment. All you had to do was go to last weeks article and add this comment to the comment from there.

Comments are your #1 social marketing interaction pawn. Have you ever played chess? Pawns take up space on the board, slow your competition down and set up a screen that allows your really powerful pieces to hide, until they are ready to move in force.

The link juice you get from comments is not worth that much. However they are your pawns in your incoming link building battle. How will any other Bloggers get to know you and read your blog if you do not let them know you are there. Good comments on any blog let’s Google and the whole world know you are there and active and it let’s other Bloggers know too.

I repeat any Blog. Because leaving comments with the link back to your blog is a indicator of activity to Google. It means you are being social. It means you do not just write your blog for only it’s own benefit.

This is worth tons here, pay close attention.

Think of it like this. If you use Digg, and you cast hundreds of Diggs on all kinds of articles. How much do you think your Digg is worth? More, less or the same as it was to begin with?

Now let’s say you submit an article to Digg. If you have submitted a few articles each week previously how do you think the Digg algorithm now sees your… let’s say article 8th submission. As valuable, not valuable or it does not matter?

Now let’s say you submit one article in one month’s time. AND you Digg one article in one month’s time. AND it is your own article. How does Digg know? You were stupid enough the add your site to your profile on Digg in the links section, so greedy your were to just get one incoming link.

How valuable do you think your one day participation is now to Digg and how much chance do you think it has of getting more than one Digg (that would be yours).

All it takes to be real on sites like Digg is a few minutes a day. The only reason Digg takes up all your time is because you got SO greedy that you went and added hundreds of friends thinking you could shout them and ask them for Diggs. Now that they did the same to you, you said “Holy crap, I can’t do this” and you quit.

A few minutes in the morning. Submit one good news article at night, that’s all it takes. Oh, yeah, and don’t get greedy. I use a simple system that allows me to Digg hundreds of my friends submissions all in a few minutes a day.

Then when I want to get something important Dugg, I have the power to bid for the front page. You all know where to find it and use that method for yourself.

Social Marketing is NOT about you, it is about them

Them, you know… Your friends? The one’s that read your stuff? Here is the question I received that prompted today’s article.

“I have a question about the Pannell case study. Clearly the way to get an article Dugg is to have it be very natural, informative and heartfelt. So how does a health practitioner get something in that vein across without compromising their professional position?

“I had some thoughts about it like, ‘Why I Became a Chiropractor’ or Some Feedback I’ve Gotten/Healing Stories type articles. But could you get away with writing that kind of post every week?”

First of all I write 3 to 5 stories every week. Most are not about selling my social marketing book. But in the end, EVERY article I write is about selling my book. However, the focus of what I write is about you. So…..

10 Things You Can Do At Home Without a Chiropractor

That is about us, it helps us, and it is free. That is what social marketing is about: Helping People.

Why I became a Chiropractor

That is about you. Unless we already know you we don’t give a flying hoot why you became a Chiropractor. In fact we are all pretty sure you became a Chiropractor to make money. I don’t know what the rest of you do for a living but I have this web site and three others to put food on the table and pay the bills. Hence…..

Why I Write This Blog

You don’t care do you? Why, because I write this blog to make money. Maybe not something anyone would care about or Digg. Honestly, I am here to make a living. I am pretty sure that is why you got up and went to work today too. What gives me SATISFACTION is helping people. A social marketer is WHAT I AM. An honest person that above all wants his blog, books and software to help people is WHO I AM. But one does not exist without the other.

The bottom line

This is usually the Chris Lang rant section. But today I want to leave you with this. It is a quote from Joe Schroeder and it is the one line that has followed me on the Internet for 10 years now.

“Don’t sell Joe a lawn mower. Teach Joe how to grow a better lawn. He will buy his next lawnmower from you. And his next, and his next….”

See you next week with another beginner article. – Chris Lang


  1. Posted December 16, 2008 at 5:46 am | Permalink

    Oh and BTW, if you write the article, “10 Things You Can Do At Home Without a Chiropractor” it would probably go Digg front page. Send me the URL when you publish it. Just a little test to see if you learned anything and even read the comments.

  2. Posted December 16, 2008 at 9:04 am | Permalink

    I have a tip — have an alternate email addy you use when you’re commenting. That way, when you receive emails of other comments to the post your regular email won’t be overwhelmed and all the comments will be in one place.

    BTW, your tips are great.

  3. Posted December 16, 2008 at 10:51 am | Permalink

    Chris is 100% right about leaving comments. How do you think I found this blog? I followed a link to this site from a comment he left on another blog!

    And he is also right about how your readers don’t care about you (usually).

    Almost all readers are very selfish and want something for free that they can use to improve their lives in some way.

    Think about it… Why are you here? Why do you read this blog? Is it because you think Chris is a nice guy and you genuinely care about him? I didn’t think so.

    Did you know that most readers distrust corporate blogs? Do you know one of the primary reasons why? It’s because too many of them just don’t get it and fill their blogs with articles about how great their company is. Nobody wants to read that. They get nothing from a company that wastes their time patting themselves on the back.

    If you want to get anything in life, you do it by giving. And you get back from those you give to. When you give work to your employer, he gives you a paycheck, right? Well the same works everywhere else, too.

    If all you do is write about yourself, patting yourself on the back and giving yourself an ego boost, then you will only get back from yourself. And that’s not what you want.

    Give to your readers and they will give back to you. And even the ones that don’t buy your product or service will be giving to you…they will bring their friends, who just might.

    My first successful site was a single page full of links. All of them links to free books that the authors & publishers were giving away. All of them in a very specific subject. It wasn’t fancy, in fact the page was rather ugly. But less than 24 hours after I put the page up on my ISP provided free web space, it was on the front page of Digg.

    And that wasn’t the end of it. Digg was only the beginning. In the days that followed, people started blogging about my single page site, driving even more traffic to me, and then even more blog posts followed. It became an ever growing snowball.

    Do you think anyone cared why I made the site? Nope. Nobody cared that I made it to serve the poor starving students of the world, to keep them from pirating books by showing them that the same info can be had for free, legally. They only cared what they were going to get from it, and what they got was something of great value to themselves.

    THAT is what social marketing is all about…friends telling friends who is giving stuff away, driving traffic to the one giving it away. I earn a living by giving stuff away and you can too. (you don’t have to give everything away for free, like me, but you do have to give something, even if it’s just info)

    When you sit down to write your next blog article (and every article after) ask the question “What can I give you, today?” It will help keep things in proper perspective.

  4. Posted December 16, 2008 at 11:04 am | Permalink


    Very nice addition app. If anything my post above is too show you how you can write a post filled with information that is valuable to your readers, but at the same time pitch your products without your readers minding.

    I pushed my products three times above. But the focus of the articles was on the reader. So, I should get lots of comments, good feelings on the part of anyone who read it and hopefully incoming links.

    I learned this from Joe Schroeder 10 years ago. It just took till now to find a reason to use it. Blog posts are about telling a story. Paul Myers spent hours hammering this into me and I think I have some concept of how to use it now.

    I hope that my Tuesday morning social marketing beginner series helps all of you as much as Joe and Paul have helped me. If it does I am building a following, not just getting one blog post read or selling one product. A vastly different concept than most ever consider.

  5. Posted December 16, 2008 at 11:42 am | Permalink

    For those that still might not get it after reading your article and our comments, I offer this:

    A short free book (15 page PDF) written by Bob Young, the founder of, who is also one of the co-founders of Red Hat, that explains how Red Hat got rich off of a product that people could get for free (Linux).

    It will also explain why most successful companies got that way and show you what it really is that you should be trying to sell. (if you are trying to sell a product, you will ultimately fail) Once you understand the concepts, it’s much easier to drive your competition into the ground.

    It’s written from the perspective of the software business, but the concepts apply to all lines of business, from cars to ketchup.

    Giving It Away by Bob Young:

  6. Posted December 16, 2008 at 6:02 pm | Permalink

    Hi Chris.

    Thanks for this post and the many others that you have put forth. I followed your suggestion and took inspired action to write a blog article “10 Things You Can Do At Home Without Your Chiropractor.”

    Here’s the link to the blog link (removed because Digg hates me)….



  7. Posted December 17, 2008 at 4:05 am | Permalink

    @Jack Ricci,

    I just shot your url out to a friend that will either submit it or if she is a little hesitant she will ask one of her friends to Digg it. Since this blog and Chris Lang are both hated on Digg I will not link to it here. Just search the title of the post on Digg and you can find it soon.

    Do not Digg it yourself, never Digg your own posts. This is how it is done, you get friends to submit it to Digg for you. You make these friends by participating on Digg. Been covered before….