I have been studying social networking since 2005 and it is interesting to watch how and why people use social networking sites. Some use them to find friendship from a remote location, others to stay connected with friends who are in walking distance. Many use these sites to connect with people in an attempt to build their business. All valid uses if you can make them work.
As a business person I spend most of my time watching how people use social networks in an attempt to build their business. Most people struggle using these sites to connect people to their business and this is where I like to focus my research.
This morning while looking at the business forum MLM thread on MySpace I saw two recent posts which had little to do with the forum or the purpose of the thread. One from someone who looked oddly like an alien and another from someone with no picture at all. Both people posted comments recommending that you check out their site business site. I have been watching what I call “shopping cart” posts on social networks for a couple of years.
Why do I call them “shopping cart” posts? Because the people posting these messages are not really looking to connect with the people they are messaging, they are looking sell them a product, service, or business – i.e. online shopping cart. I also call these hit and run posts. The reason these posts exist is generally because the person joined something that they really did not understand and were told go tell people and that is exactly what they feel they are doing sharing the story.
Many of these folks are added to my friends or to my favorite lists and I check back from time to time. Generally within 3 months their page no longer contains any information about the product they were trying to sell or in the case of the alien the page will be deleted or abandoned.
If all you are doing is generating what other people view as noise are you really telling a story? The answer is no and that is why these people are gone in a short time. I assume they get little or no results have no place to turn and drop out. Since they are generally anonymous sites it is impossible to follow up to get a real answer. Having tried it myself I understand completely what they experienced which was a combination of angry replies, ignored messages, and other marketers trying to recruit me to their business.
It is important to remember that people generally do things with friends and family; they do business with people they meet and like or trust. A shopping cart post on a social networking site from an anonymous stranger meets neither of these criteria.



