7 Mistakes
             Companies Make in
               Social Media
                              Krista Neher
         ...
1. Focus on
                          Numbers



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
All Traffic is NOT
                   created equal



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
1 Passionate Follower
                is worth more than
                100,000 Followers
                  who don’t car...
2. Hijacking



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
Krista Neher - CEO
krista@BootCampDigital
@kristaneher
Join the
                         Conversation
                    My comments section is
                      not your b...
3. Spamming



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
4. Irrelevance



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
Krista Neher - CEO
krista@BootCampDigital
@kristaneher
Krista Neher - CEO
krista@BootCampDigital
@kristaneher
5. Boring



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
J&J Cause based
Almost no
comments
Not particularly
relevant
Post weekly
Lack of
Community
Molson
Content adds no
value
No clear
community
No Consistent
content
No comments
6. Not Being
                          Committed
                Social Media is a relationship, not a
                   ...
Response Required
Macy’s – Lack of Commitment
7. Not Playing Nice



Krista Neher - CEO
krista@BootCampDigital
@kristaneher
Not Playing Nice - RyanAir




   "It is Ryanair policy not to waste time and energy in
    corresponding with idiot blog...
Not Playing Nice - Transparency
Let’s Connect
Krista Neher
@Kristaneher
krista@bootcampdigital.com
513-702-7929
7 Mistakes Companies Make In Social Media
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7 Mistakes Companies Make In Social Media

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A presentation that I gave at Search Engine Strategies Toronto about the 7 Biggest Mistakes that Companies Make in Social Media.

Mistake #1 - Focus on Numbers

Sure, numbers matter - I'm even a bit of a quant-junkie. The problem is that companies get too caught up in collecting people - the # of fans on their facebook fan page, the # of twitter followers, getting traffic from the elusive first page of Digg. The problem with focusing on these numbers is that it focuses only on a part of the equation - reach. The equation for success is reach x influence with influence being the quality metric. I'd take one passionate brand enthusiast over 1000 followers who are unengaged any day.
Mistake #2 - Hijaking Conversations

Join the conversation. Seems simple. People nod. Act like they get it. Then, they invariably try to turn the conversation to being about them. Join means participate actively. The Conversation means the conversation that is actually happening, NOT what you want the conversation to be about (which is probably your brand). Don't be the annoying guy at a cocktail party who always tries to turn the conversation to be about himself. Nobody likes that guy. Join in and participate in what people are talking about - even if it isn't all about you.
Mistake #3 - Spamming

See my previous post on social spam. Don't be a spammer. Use social media channels correctly. If it is a message individually directed towards me send a DM. If it is a public message post it publicly. Always ask permission to market at people.
Mistake #4 - Irrelevance

Don't pitch bloggers or reach out to people on twitter who are obviously NOT interested in you. The key to social media is to find the people who are already interested in you and find ways to engage them. Getting an irrelevant pitch is annoying, and can result in blogger backlash. Find the right audience that your product is actually relevant to and start by engaging with them. You may have less reach than if you hit up "the big guys" but you'll have passionate people talking about you.
Mistake #5 - Boring

Remember, people don't really inherently care about your product and what you do. They care about a problem and solution to the problem. A blog about the silly things you do at the office or the history of your organization is probably not really that interesting for very many people (except for the people who work with you and maybe a few others). Instead, focus your social media efforts on providing legitimately valuable content. What are people actually interested in that pertains to your product?
Mistake #6 - Not Being Committed

Social media is a relationship - not a one night stand. Social media doesn't begin and end with your advertising campaigns - it is a relationship that you build with your audience that continues over time. People will expect you to be present. Set clear expectations - it is ok if you are a small organization and are only going to be online during certain times. Communicate it clearly. If you're account isn't active let people know. It's like posting the opening hours on your business - people won't be upset if you are closed if you communicate clearly and are consistent.
Mistake #7 - Not Playing Nice

Play nice. Always be gracious - even if people make you mad. It can be tough figuring out how to respond - especially if you feel attacked. Be nice, be transparent, be kind, be courteous. Don't be like Ryan Air.
What do you think? Any other mistakes I missed? Do you see companies doing this stuff?

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7 Mistakes Companies Make In Social Media

  1. 1. 7 Mistakes Companies Make in Social Media Krista Neher @kristaneher www.themarketess.com www.bootcampdigital.com Krista Neher - CEO krista@BootCampDigital @kristaneher
  2. 2. 1. Focus on Numbers Krista Neher - CEO krista@BootCampDigital @kristaneher
  3. 3. All Traffic is NOT created equal Krista Neher - CEO krista@BootCampDigital @kristaneher
  4. 4. 1 Passionate Follower is worth more than 100,000 Followers who don’t care Krista Neher - CEO krista@BootCampDigital @kristaneher
  5. 5. 2. Hijacking Krista Neher - CEO krista@BootCampDigital @kristaneher
  6. 6. Krista Neher - CEO krista@BootCampDigital @kristaneher
  7. 7. Join the Conversation My comments section is not your billboard. Krista Neher - CEO krista@BootCampDigital @kristaneher
  8. 8. 3. Spamming Krista Neher - CEO krista@BootCampDigital @kristaneher
  9. 9. 4. Irrelevance Krista Neher - CEO krista@BootCampDigital @kristaneher
  10. 10. Krista Neher - CEO krista@BootCampDigital @kristaneher
  11. 11. Krista Neher - CEO krista@BootCampDigital @kristaneher
  12. 12. 5. Boring Krista Neher - CEO krista@BootCampDigital @kristaneher
  13. 13. J&J Cause based Almost no comments Not particularly relevant Post weekly Lack of Community
  14. 14. Molson Content adds no value No clear community No Consistent content No comments
  15. 15. 6. Not Being Committed Social Media is a relationship, not a one night stand Krista Neher - CEO krista@BootCampDigital @kristaneher
  16. 16. Response Required
  17. 17. Macy’s – Lack of Commitment
  18. 18. 7. Not Playing Nice Krista Neher - CEO krista@BootCampDigital @kristaneher
  19. 19. Not Playing Nice - RyanAir  "It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again," it told The Times.  "Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel".
  20. 20. Not Playing Nice - Transparency
  21. 21. Let’s Connect Krista Neher @Kristaneher krista@bootcampdigital.com 513-702-7929

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