Social Media Mistakes

by Paul Slack
  |  June 3, 2013  |  
June 3, 2013

3 Common Social Media Marketing Mistakes

Social media marketing is as much art as it is science and businesses will have to find their own unique way to get their message across and connect emotionally with customers. However, there are building blocks, like the Tactical Wheel, that will help you build a solid foundation. There are also important pitfalls to avoid. In this blog, I will focus on the top 3 common mistakes I see everyday.

Lack of Social Media Strategy –  Mistake #1

The old adage of failing to plan is planning to fail, could never be more true in social media. Without a plan you will not be in a position to:
  • Connect social media activities to corporate objectives
  • Determine appropriate key performance indicators
  • Set realistic goals for each stage of maturity
  • Identify what social sites to leverage
  • Maximize resources
Your plan shouldn’t be a tome, but it must clearly identify:
  • Social media purpose
  • Your target audience
  • What actions and value you’ll provide to your audience
  • Specific goals, milestones, and dates.

Cross Functional Marketing – Mistake #2

Is it social + traditional, social VS. traditional, or social AND traditional marketing? The answer is obvious, so why are there so many turf wars and silos still around. I think the answer is that social media marketing isn’t really marking at all. It’s more like customer service or a sales process than anything else. The departments don’t play nice because they haven’t taken the time to really understand each other and their respective strengths. Breaking down these silos and getting social to permeate through the organization is imperative and will produce great benefits:
  • Extend marketing dollars
  • Increasing reach and awareness
  • Relationship nurturing
  • Improve customer service

Social can turbo charge investments in marketing, HR, and customer service by extending the conversation, building relationships, and meeting the customer where they are.

Monolog vs. Dialog and Brand Transparency – Mistake #3

Some companies think they can engage in social media without being social. They expect the conversation to be one-way NOT two-way.  As soon as their community starts to speak up and try to engage in dialog, one of the following poor choices occurs:
  1. The brand says nothing – silence is the deadly killer in social medial. Not responding to comments in social says more than you want…and never says the right thing.
  2. The company chooses to delete comments that are not “favorable.” This is more deadly than silence. This tells your community that you are Big Brother and don’t want to hear from them. It’s basically the same as saying “Shut up and buy my stuff or move on.” We can’t be the soup Nazi in social…. it will always go bad.

Remember, social media is an investment. It is not set it and forget it. Nurturing is required. Having a plan and consistently working the plan is the key to success. At the end of the day, you own your success or failure. So remember to avoid these mistakes, leverage the tactical wheel, and be human.

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