You really can’t buy friends

At school, kids who tried to buy friends always found it ended badly. There is little reason to believe things are any different for grown ups running a business.

Over the last few weeks we’ve been treated to the running saga of a Brisbane-based service fighting the big social media sites over their claim to have thousands of rent-a-followers available for businesses wanting to build a quick fan base.

The whole idea of this sort of business baffles me as I can’t see where the benefit lies in buying a Twitter or Facebook following. The only scenario I can think of is where somebody is trying to boost the value of a business to a gullible buyer on the basis of how many Twitter followers the enterprise has.

This sort of thinking is a fallacy – social media isn’t some sort of contest to boast how big your following is, it’s about being part of a community that trusts and values your contribution.

If you’re really trustworthy and have something useful to offer then a community will grow around you. Buying followers runs counter to that as it shows you’re not really trustworthy and what you have to say offers so little value, you have to pay others to be your friends.

Noone has to be on Twitter, Facebook or LinkedIn and it isn’t compulsory to have a blog or even a website. As useful as all these services are, they remain simply tools to get a job done.

When your business has to buy fans, it’s worthwhile asking if social media offers the right tools for your company, as the best thing that will happen is you’ll be ignored.

If you have to stoop to gaming the system, then perhaps it’s quicker and easier to stick to traditional forms of advertising which offer less risk and will probably be cheaper.

The most popular kids in the playground didn’t have to buy friends, while those who did found their friends didn’t last. The same applies for businesses.

In a world where a few blog posts or tweets can expose an untrustworthy business you need to have genuine fans and friends.

Paul Wallbank is a writer, speaker and broadcaster on technology issues. He founded national support organisation PC Rescue in 1995 and has spent over 14 years helping businesses get the most from their IT investment. His PC Rescue and IT Queries websites provide free advice to business computer users and his monthly newsletter has over 3000 subscribers.

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