22 Aug How NOT To Succeed With Social Media.
Posted at 10:05h
in Social Media / Online Marketing
There’s no shortage of gurus offering up social media advice, which is why Silvertoad Ltd. believe there’s room in the market for an anti-guru.
Here are some pointers. Even some industry giants have put their proverbial feet in it like Weetabix insulting women with a tweet. Or certain companies turning overseas political unrest into a joke to shift sales. Now that is a bad look.
Some of the ten points below are pretty obvious but some are more elusive. Have a gander and let us know if you can think of any more ways to be the anti-guru.
1. Not listening
The first thing you do when creating a social media strategy, is listen. More and more brands realise the importance of listening, but listening is more than just reading a dashboard.
Proper listening requires extracting insights and value from data and turning it into something actionable.
Despite all the benefits that you can gain from listening to consumers be themselves there are still some companies that don’t monitor conversations. If you want to distance your brand from consumers and miss out on valuable insight we suggest that you don’t listen at all.
2. False mirroring
Science teaches us that mirroring is an effective flirtation technique. Using similarity as a way into a consumer’s mind can work and marketers use it on a daily basis, but when it’s transparent, or misses the mark, people react negatively.
Not all brands can or should mirror on social as you can have a diverse group of people in the same digital space. Weetabix’s “Three Types of Mums” Mother’s Day push didn’t go down well on Twitter.
Presumably because there are more than three types of mums.
Our favourite respondent on Twitter said, “just because your Weetabix come in a box doesn’t mean that mums do”.
3. Asking too much
There’s a simple rule that you should always remember when running a promotion on social media. The more you ask for, the less you’ll get. It’s not rocket science.
Video competitions are probably the worst offenders. You’re essentially asking users to stop what they are doing, plan a video, make a video, edit the video, upload the video, solicit votes and follow up on their progress on a regular basis.
The more simple the ask the wider the pool of people who will take part.
4. Spreading yourself thin
How many social networks is too much? The answer depends on how much time, money and resources you have available. Every network you enter should be backed by a solid objective.
Start where your audience is or where your brand will have the most impact. Only do what you can manage. If you want to suck at social media, try to be great on every channel all the time.
5. Siloed thinking
Social marketing doesn’t work on its own. It works best when paired with other marketing activities.
Social competitions, for example, should be paired with data capture and CRM. Conversations should be paired with brand objectives.
6. Being slow
Many brands try to jump on the bandwagon, but why?
With any ‘viral’ trend the spread has a peak and then it fades. Most brands caught the downside of the trends, so unless they did something to be more memorable than the thousands of other videos, they won’t be remembered.
You have 24-48 hours to react, and sometimes even that’s too long. If you want to become part of the noise, take your time and react to trends at your own pace.
7. Expecting sales by simply being social
Social media as part of an integrated campaign can improve sales. Obviously, results will vary by industry. But if you don’t do anything to ask for the sale or nudge people to buy don’t expect people to empty your shelves.
If you’re simply out there to create conversations don’t expect sales. The main reason people follow your brand is because they want offers and promotions.
If you want to keep your products all to yourself, use social strictly for conversations and don’t do anything to sweeten the deal.
8. Underestimating the power
Good social media turning into a crisis is every marketer’s worst nightmare. A healthy fear of the social gods isn’t necessarily a bad thing. While fear may drive aversion to social, it also fuels careful planning and consideration.
A few years ago, United Airlines underestimated a viral video about a guitar that got broken in transit. The company didn’t resolve the issue and stock plummeted, wiping out millions from the market value.
Was this just bad luck? Or gross underestimation of social media by a giant.
9. Thinking that it’s cheap & easy
It’s called earned media for a reason. Social campaigns require investment, just like every other marketing effort. In the early stages, it may even require more investment than expected.
You may need trained staff, tools, content creation and paid media to make it work. This doesn’t even take into account the time required to actually make it happen. The viral benefits of social sharing can often generate a higher than anticipated media value, but this is the exception.
You will rarely hit a home run on day one. Earning media is a marathon, not a sprint.
10. Good old fashioned stupidity
All ideas are good ideas at the time, most of the time. Other ideas are stupid from the beginning. When the person behind Kenneth Cole’s Twitter account decided to use Egyptian rioting as a brand opportunity alarm bells should have gone off.
The social media backlash called for a much deserved boycott of Kenneth Cole.
In the same vein, several US retailers tried to make light of Hurricane Sandy by tweeting special offers, but Urban Outfitters’ was perhaps the most tasteless.
Not all PR is good PR, especially when you try to use a serious issue to push your collections.