Social media cannot:
Social media can be extremely effective when INTEGRATED into a marketing strategy.
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.
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
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.
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.
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.
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.
Unless you know how to drive traffic to your contest, video, blog, event, etc., you won’t have much more than expensive ideas.
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.