Recently, I was invited to join Shelfari, a social networking site oriented around books. You join, list your favorite books and connect with other readers - a high-tech book club.
It seemed like a neat idea, so I signed up. I forgot about it until months later, when another friend was looking for me on Shelfari and sent me a friend request. So I signed on, accepted the request...
And accidentally pressed the wrong button. Somehow, I authorized Shelfari to send an email to MY ENTIRE ADDRESS BOOK.
I'm familiar with this insidious form of marketing, of course. I always deselect. When I join a site, I join it because I'M interested in it. If it makes me drag in other people, I add my own addresses. Not random friends. We all have quite enough spam, thank you.
I can't imagine how I missed that part of the process, but there it went. My address book has nearly four hundred names on it. I try to add everyone to my address book so that their replies don't go to my spam filter. I am regretting that policy.
Co-workers.
My bosses at the newspaper.
Editors at my various publishers.
The site meter for my web site.
Members of my Relay for Life team.
Magazine editors.
Listservs to which I belong.
Organizers of pop-culture conventions.
Members of my church.
My son's teacher.
Fellow authors.
My ex-husband and his wife.
Last year's secret Santa list from Shocklines.
The entire Cub Scout den to which my son belongs.
The company from which I special-ordered T-shirts last year.
An ex-boyfriend or three.
My entire family.
Thank goodness this was my personal address book. If I had been using my work account, it would have gone to everyone from the governor's press secretary to the superintendents of 10 local districts.
I started seeing bounce-backs from email addresses that had gone dead. Then my friends began signing up and I realized what was happening, to my complete humiliation.
"I can't believe this," I bemoaned to Jeff Strand, a friend and fellow writer who was on the fabled list. "I can never show my face on the internet again. I'm a spammer!"
"Yup, it's over for you," he replied. "You'll have to pack up your books and douse your keyboard with whiskey."
"I've got a better use for the whiskey," I said.
First, I changed my profile on Shelfari to read, "Elizabeth is absolutely horrified that by pressing a wrong button, Shelfari has invited her ENTIRE ADDRESS BOOK. It was not intentional. It's a great site, but she apologizes deeply to her friends, co-workers and professional contacts for the spam."
And it is a good site. I like seeing what other people are reading. I'm a big fan of (most) networking sites, as long as you play fair and don't get stupid. I like any site that orients around books, and this one is stable, pleasant, devoid of the overwhelming "special features" that bog down Facebook and nowhere near as uuuuugly as Myspace.
Then something surprised me. By my unofficial count, at least 30 of the people I unintentionally spammed have joined Shelfari. Clearly, this technique works. But its invasiveness has spurred many bloggers wiser than I to slam it.
In June, it tricked New York Observer writer Jesse Wegman into doing exactly what I did: inviting his entire address book, some 1,500 names. "If you’re reading this, you’ve probably received my recent personal invitation to join Shelfari.com. In fact, even if you’re not reading this, you’ve probably received my recent personal invitation to join Shelfari.com," he wrote.
Shelfari has quite loudly proclaimed that it's a simple thing to uncheck the boxes and not spam your entire world. If it's a simple thing, it's apparently so simple that I missed it. As I bemoaned my stupidity, a friend directed me to LibraryThing, which is a far, far superior book site that is generally kind to its competitiors... except Shelfari. At least 50 users have posted in fury about Shelfari spamming their address book.
And that, in turn, directed me to Gadgetopia, which wonders when "usability flaw" becomes "unethical spam machine." The author on Gadgetopia actually protested to Shelfari, which responded that we authorized them to do it. We clicked "yes"! I honestly cannot recall clicking anything that said "invite my entire address book," but I'm afraid to go look at that page again. It might repeat the performance.
We only send emails on behalf of users who have explicitly authorized us to do so. The invite friends page clearly lists your friends in the system and all the email address of friends from your address book who from which you are given the opportunity to invite. If you don’t want to send emails to your friends there is an unselect button above each section. We have actually evaluated numerous designs for this process and have chosen one that we felt was extremely clear explaining the process and what is happening. This is apparently the response one gets if one slams Shelfari online. Let's see if they find me!
At any rate, the humiliation was compounded today as I received a slew of emails - it seems Shelfari sent a repeat email to everyone I know, AGAIN, reminding them to join me on Shelfari! Face, meet palms. Their FAQ claims they only send one follow-up email. I sure hope so, or I might have to move to Bangladesh.
"Leave me alone I don't read books stop spamming me woman!" Jeff complained, an amusing statement for a Stoker-nominated author. He was cackling as he typed, I'm quite sure. HE didn't turn HIS entire address book over to a spammer. I'm thinking of sending him a copy of LISEY'S STORY in revenge. My emailed response... is best left off a blog for a family newspaper.
In their defense, Shelfari's blog claims they are listening to complaints and will address them. "In June we looked at a number of different designs with the goal of creating something easy to use as well as clear. Recent feedback has been clear that our current design is not clear enough," they write. Ya think?
In a last-ditch effort to save face, I tried to get Yahoo to send an email to my entire address book apologizing for my accidental spamming.
It wouldn't let me.
It doesn't want me to... spam.
P.S. Save yourself! You can opt out of Shelfari invite spam here.