NOT the Usual List: What Brands Are Doing Wrong on Social
By Mike Stiles on Jul 01, 2014
That title assumes brands are doing something wrong on social. Are they? Clearly, the vast majority of consumers are connected to the brands they use on social and actively and regularly engage with them, sending revenue skyrocketing.
Oh wait. That’s not happening. Stats tell us while 86% of us marketing pros have Liked a brand on Facebook, 58% of consumers have. 61% of marketers follow a brand on Twitter. You know how many consumers do that? 12%.
We’ve seen and read the standard, often-blogged list of brand social mistakes; focusing on follower quantity over quality, posting too much, not using images, blah blah blah. But here are some errors brands might be tripping over that don’t get nearly as much talk.
Scaring employees away from social by squawking like Chicken Little:
Really? You don’t know why they aren’t using their personal channels to amplify the brand’s message when there’s ZERO to be gained and you exude it will be the end of their professional lives if they mess up?
Thinking the world is as narcissistic about your brand as you are:
Customers care about one thing (maybe two). They care that your product works, keeps working, and solves a need they have. Past that, they might care how socially responsible your company is. Post accordingly.
Staying on platforms that just aren’t working for you:
If you can’t resource/staff 7 social networks, don’t be on 7 social networks. Yes, the advice is to be where your customers are. But if a channel is all tumbleweeds, or if you’re on it and looking bad, focus on getting it right on fewer networks.
Trying to be cool:
Don’t try to talk young if you aren’t. Don’t try to “tap” into what’s hot with a younger demo if your brand isn’t sincerely all about it, as in a “Red Bull” kind of way. Patronizing not only rarely works, it offends people.
Flying with the lemmings:
Remember when Oreo did that Super Bowl thing and then seemingly every brand in the world was attempting an “Oreo” moment? Yeah, think of something original that can be uniquely yours and not a me-too.
Treating social marketing like you’re grabbing things at a yard sale:
If you’re going to go the “potpourri of point solution, least expensive, non-integrated tools” route, get the aspirin ready. It’ll never give you the stability for today’s marketing a fully integrated social management platform will.
Listening in 100% defensive mode:
Proving the customer wrong is not the intent of listening on social. Keeping them at arm’s length is not an achievement. If you cared about and acted on what you heard, you’d be indestructible. Oh, and sticking with downright abusive customer service experiences…that’s going to kill you. No, really. That’s going to knock you completely out of the game one day.
Expecting the one poor schmuck you have running all your social channels 24/7/365 to possess six highly specialized, skilled disciplines and execute in all those areas…and for near entry-level money.
Getting bent out of shape when your meager social marketing efforts don’t directly result in customers pounding on your door, waving cash in your face.
Don’t even talk about how your social isn’t a success until you’ve set clearly defined and reasonable goals for it, and have a way to credibly measure the metrics that speak to those goals.