2. Why fail?
Everyone is on social media these days
But how many of us are capable of using it to drive
Social media marketing requires knowledge of
people, technology and trends
Most fail to attain a balance between traditional
and social marketing goals
Others fail in understanding the significance of
social marketing (in terms of the larger org. goals)
3. Ways to fail: route 1:Ignore RoI
Use the standard excuse – I cannot measure social media
engagement or RoI
Avoid using basic inbuilt tools (Facebook analytics) or even
free ones like simplymeasure.com
Ignore conversion rates
Post-campaign conversations do not mean anything to me
Sentiment monitoring?? What’s that?
I will use traditional measurement ideas for social media
Social content demand? No idea!
Conversational engagement? Sounds like a good idea!
Engagement interpretation is of no use to my business
4. Ways to fail: Route 2: Silos
Work in silos within your marketing team
Let each marketing division decide its priorities and
Avoid collaboration and focus on getting content out
faster; ignore quality
No need to leverage the inherent strengths of teams
(such as web marketing for building communities)
Build communication barriers to prevent cross
pollination of ideas
5. Ways to fail: Route 3: competition
You don’t feel the need to track competition on social
Absolutely ignore interactions of your social
community members with competitors
You have no idea what a private list on twitter is
Why should I be bothered if my brand pops up in
social conversations within my competitors social net?
6. Ways to fail: route 4: Influencers
Influencers don’t mean anything to me
I should be more worried about disgruntled customers
Nope I don’t measure influencer sentiment
Forget sentiment; I haven't even mapped my
I don’t know how to assign weights to my social media
participants and interactions
7. Ways to fail: route 5: myopic
I follow a post-to-post approach
No idea what the level of engagement will be a month
down the line
Social crisis management? Nope, haven’t heard of it
Long term social engagement is for others; I have enough
participants on my social networks
I have a single strategy for all my social channels
I do ignore many conversations that mention my brand or
Disgruntled customer? I will tell her that her problem will
be fixed that’s it!
8. So, have you figured out how to fail
on social media yet? Here is one
Just do what others are doing on social media!