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How to fail on social media
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How to fail on social media

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Go bust on social media in 6 easy steps....

Go bust on social media in 6 easy steps....

Published in Social Media , Business , Technology
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Transcript

  • 1. A step-by-step guide May 2014 By Prayukth K V
  • 2. Why fail?  Everyone is on social media these days  But how many of us are capable of using it to drive business?  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  Avoid metrics  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 enforce them  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 media networks  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 than influencers  Nope I don’t measure influencer sentiment  Forget sentiment; I haven't even mapped my influencers  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 product  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 final tip! Just do what others are doing on social media!