Pseudo Social Sharing Isn’t Smart, It’s Spam, by Robert Ambrogi, Robert Ambrogi’s LawSites Blog
I have to admit I was taken aback by the premise of ClearView Social, the new app being developed by social marketing consultant Adrian Dayton. Targeted at medium and large firms, the app ‘helps attorneys more easily share content with their professional networks through LinkedIn, Twitter and other platforms,’ according to the press release last February.
That sounds harmless enough. But further reading reveals more about what the app does:
ClearView Social allows one person in the firm – for example, a designated marketer – to create a queue of content to be shared in an email template. When attorneys receive the email, they can click a link, which launches the application for sharing the content via various social media platforms, including LinkedIn and Twitter, which are integrated in the tool. This allows attorneys to share on those networks without leaving ClearView Social. It’s as easy as responding to an email.
So the app doesn’t actually help attorneys share content they find worthwhile. Rather, it makes the attorneys the conduits or redistributors of content someone else chooses to share. . . .