Social media cannot:
- Substitute for marketing strategy
Social media can be extremely effective when INTEGRATED into a marketing strategy.
- Succeed without top management buy-in
Social media requires a way of thinking that includes willingness to listen to customers, make changes based on feedback and trust employees to talk to customers. Top management has to want to change.
- Be viewed as a short-term project
Social media is a long-term commitment to openness, experimentation and change that requires time to show results. Social media marketing often produces its best results in the second and third year
- Produce meaningful, measurable results quickly
One of the popular complaints about social media is that it can’t be measured. However, there are many aspects that can be measured, such as engagement, and whether increased traffic leads to sales.
- Be done in-house by the vast majority of companies
A successful social media campaign integrates social media into the many elements of marketing, including advertising, digital and PR. You need strategy, contacts, tools, experience and time — a combination not generally found in in-house teams.
- Provide a quick fix to the bottom line or a tarnished reputation
Social media can sometimes provide quick results for a company that’s already successful. When a well-loved company, like Google, uses social media, its loyal fans and followers pay attention. However, many companies seem to have been wrongly convinced that a social media campaign can provide a quick fix to slumped sales or tattered reputations.
- Be done without a realistic budget
Building a site that incorporates interactivity, allows user-generated content and perhaps also includes e-commerce doesn’t come cheap from anyone that will get it done right. Even making free software like WordPress, function as an effective interactive site, incorporating e-commerce and creating style sheets that integrate with the company’s branding, takes more than time. It takes skill, experience, and, you guessed it, money.
- Guarantee sales or influence
Unless you know how to drive traffic to your contest, video, blog, event, etc., you won’t have much more than expensive ideas.
- Be done by “kids” who know how to use Facebook and Twitter
Understanding the guts of social media is essential to your social media campaign. Companies trying to run social media without experienced consultants waste time, money and reputation on their efforts.
This entry was posted on Saturday, March 8th, 2014 at 7:31 am
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