8 Ways Your Social Media Company Is Robbing Your IR Department


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This article is a follow-up to one we did recently called “How NOT to do Social Media for Investor Relations“. We got an overwhelmingly positive response but also dozens of questions about how “Social Media” companies used underhanded techniques to effectively scam their clients.

The results are inside; what we consider the top 8 Ways Your Social Media Company Is Robbing Your IR Dept. But since Social Media is fluid, we’ll probably have to do another update in a few months.

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8 Ways Your Social Media Company Is Robbing Your IR Department

  1. 1. 8 Ways Your Social Media CompanyIs Robbing Your IR Department
  2. 2. #1 – Buying Social Followers Do your suddenly have 7000 Facebook Fans? Is your company following > 500 people on Twitter? If so, there’s a chance you’ve been duped by your provider Check your followers to see if they in turn have followers
  3. 3. How To Buy Social Followers Companies like those listed below offer hundreds of Social Followers by managing fake profiles and then using them to “Like” or “Follow” your company  buyilikes.com  increaselikes.net  socialbuzzer.net  socialyup.com  buyfacebooklikesfans.com
  4. 4. How To Spot Bought Followers Followers Vs Market Cap: Are you Socially-comparable to companies of the same size and value? Followers Vs Engagement: Are people actually talking to you? Following Vs Followers: Are you following > followers? Follower Growth: Do you get exactly the same number each week?
  5. 5. #2 – Faking Leads With Lists “Social Leads” are email contacts supposedly generated through your Social Media profiles These are people who are already following your company but have then submitted their email? Social Leads are contrary to the way that people use Social Media
  6. 6. How To Fake Social Leads Partner with a PR company that keeps email lists Tell your client you can deliver a set number of Social Leads each month (alarm bells!) Submit a monthly .csv file to your client Re-use this list with your other clients until someone starts to ask questions
  7. 7. How to Spot Fake Social Leads Often Rocketmail, Hushmail, Mail.com Take a few emails and try to find associated Social Media profiles on Twitter and LinkedIn Upload the .csv to Facebook and Google+, do the emails have profiles? Email open rates of < 50% when you send a newsletter
  8. 8. #3 – Commenting With Fake Profiles Buying followers doesn’t increase social engagement Fake profiles are easy to create and manage in Social Networks They give you the ability to falsify social conversations Comments and shares with fake profiles provide limited to no value
  9. 9. How to Manage Fake Social Profiles This is actually much more time consuming than simply buying followers or media views Create a profile Buy friends and followers for it Use this profile to comment on and re-share content from a client Tell the client people are talking to them
  10. 10. How To Spot Fake Profiles The fewer image galleries and photo albums, the more likely it’s fake Usually (though not always) a female They comment on your content but never re-share it They don’t have an employer listed No mention of a website or blog
  11. 11. #4 – Buying Media Views Inflated figures on how many times people have watched your company video on YouTube or Vimeo Suggests more engagement and reach than is actually occurring Promotes the idea of you buying MORE expensive corporate video services Very bad for branding if the video is not high quality
  12. 12. Hot To Buy Media Views The same companies that can provide faked followers provide this as a product. Several are shown below for reference:  buyyoutubelikes.com  youtubebuzz.com  discountlikes.com  social-fans.com  webvideopromoters.com
  13. 13. How To Spot Bought Media Views This is the more difficult to asses than the other metrics mentioned here, but… Ratio of: Views to Shares / Embeds Ratio of: Views to Comments Views from outside your region Small number of commenters
  14. 14. #5 – Keeping Your Content You’ve paid for a corporate video or presentation, but instead of it being published to your company’s Social Media profile, your marketing company publishes it on their own This builds an audience for them using your content and marketing $$$ Their network is probably Social SPAM giving you no advantage in viewership
  15. 15. How They Keep Your Content By telling you that their network consists of hundreds of thousands of engaged investors which is where they publish it By not giving you access to the original .avi or .wmv files By adding their own branding to the start and end of your corporate video
  16. 16. #6 – Monitoring The Wrong Metrics The reason companies use the previous five techniques is that the metrics they track to justify their product can be inflated Metrics they probably use:  Total Followers  Social Leads  Media Views
  17. 17. Monitoring The Right Metrics Followers, Views and Leads are easy to fake, while with interactions and analytics this is almost impossible Metrics to follow:  Social to Web Conversions  Engagement  Website Leads  Content re-shares
  18. 18. #7 – Not Giving You Detailed Reports Monthly reports should breakdown the raw data and provide insight into how and why they fit with the overall strategy Reports with just raw data are too easy to manipulate If you have to ask (or beg) for transparency in reporting, you should be worried about what you’re not being told
  19. 19. #8 – Keeping The Strategy The Same Do you see month-to-month changes in your Social Media strategy? The tendency is not to do this because it’s time-consuming Keeping the same strategy is cost- effective but won’t build engagement If your metrics (the wrong ones) are improving, it looks like there’s no need
  20. 20. Optimizing The Social Media Strategy Social Media if fluid As changes in networks, applications and use occur, your Social Media plan should be updated Your strategy must be optimized each month based on the metrics in your reports and the strategy goals Demand this!
  21. 21. Conclusion We hope that this sheds some light on the dark side of Social Media But also, we hope youre not discouraged to give it a go Many companies are doing a fantastic job of Social Media strategies for Investor Relations departments Always demand reports to protect yourself
  22. 22. More Info? To read the full blog visit: irsmartt.com/8-ways Or for more information about IR Smartt and our Social Media strategies for the Investor Relations industry, please contact us on: Website: irsmartt.com/contact Email: get@irsmartt.com