Social Marketing FUD – Fear, Uncertainty, Doubt. Are you one of millions that still suffer from social marketing FUD. It is no wonder. In the past couple of weeks my social practice has led me to meetings with retail store operators, FMCG (fast moving consumer goods) brands, an insurance company, a media company, and a shoe brand. All these meeting proved that so many are still very confused about social media. While this is just a mere sampling, it proves to me there is still a strong problem.
And why is there such a social FUD problem? Let’s start by looking at the people running social endeavors at companies, agencies, and independent practices. How many of them actually do brand, industry, and target market research? How many can produce a creative brief? And how many set a strategy that includes messaging strategy, content strategy, social channel plan, content distribution and earned media plan?
I am not sure if the problem is with the individual leading the social effort or with the person who hired them. It is kind of like the chicken and the egg scenario. What came first? The unqualified person or the hiring manager that has little idea what to look for. I really hate to be harsh, but there is an over abundance of social leaders that have no idea how to produce results. This fact was punctuated in Mashable’s article this week (The Reality of Social Media Marketing Crushes Expectations). Even “Mashable’s social makeover” did not yield results. The reason – a focus on a Facebook strategy. There should never be a Facebook strategy. I am not saying Facebook is not part of a social marketing plan, but that is exactly it. It is a part, not the start of a social strategy. If anyone comes to you and starts their discussion with how they will use Facebook or Twitter as part of the social strategy, do know they are starting in the wrong place and will likely produce poor results.
If you are serious about leveraging the power of social media, make sure your social leader or prospect can answer the following:
1) What is the target audience behavior as it relates to digital usage?
2) What are you looking to accomplish via social marketing? How will results be measured? How do social metrics relate to business KPIs (key performance indicators)?
3) What is the messaging strategy? Content strategy? How will content be proliferated, shared, and produce advocacy? How will earned media be provoked?
4) How does social marketing integrate with other corporate strategies to create synergies and measurable results?
5) What does realistic success look like and how long will it take to produce results? What will be done along the way to monitor interim results to make sure desired outcomes will be produced?
Social media has been around for a number of years now and quite frankly it disturbs me how misunderstood it is. I attribute this lack of knowledge to a majority of so called social media experts and gurus who have no idea how to collaborate and integrate social efforts into corporate initiatives. Social marketing is so much deeper than producing sweepstakes to increase likes and followers or coming up with cute posts. And yet this is the limitation of most social efforts. There are way too many people in social roles creating crap.
For those of you who know me and have followed my Social Steve presence, you know I am thrilled to share social marketing best practices and tips. And while I am happy to enlighten my readers, I am troubled by the need to continually clear the smoking mirrors produced by social media fakers.
Demand more. Make sure you understand how your social leader is going to drive results. If it doesn’t make sense to you, it is likely flawed.
Make it Happen,