“Well, the results are in. Social is doing a pathetic job of turning readers into customers. After all the hype has settled…after all the stock clamoring has died down, the truth is staring us in the face: People don’t want to be customers on social media.” Such was the opening paragraph on Entrepreneur.com’s post, “Here’s the Big Problem With Chasing Customers on Social Media.”
How many times do you read articles that state something similar? What really gets me is that so many brands continue to approach social media incorrectly and then reports indicate social media failures as opposed to companies’ failure on social media.
So as a first step, I strongly suggest we all get social media right before we start assessing the success of companies’ social efforts. And here are the top 7 points of failure for brand social screw-ups.
1) The wrong person leads social efforts – “66% of CMOs surveyed said their companies are unprepared to handle social media, where the ‘rate of change seems faster than many can cope with.’” There are two types of people responsible for social efforts at a company. a) A young digital millennial that does not have experience driving company KPI (key performance indicators) results, and b) chief strategy/marketing officers that do not understand nor participate in social platforms. This presents a problem where you either have someone that understands social media user behavior or someone that has experience delivering business results … but not both qualities at the same time. What is needed is a hybrid of both and there are few that can bridge both worlds.
2) Going straight to tactics before having a strategy and integrated plan – how many social efforts start with an objective of building a Facebook and Twitter presence? Far too many. A while ago I wrote an article “Where You Start in Social Media Strategy Defines Where You End Up.” It highlights the problem of thinking tactics before strategy. Start by addressing integration of social efforts in overall business strategy. Then build your social strategy followed by a plan, which includes tactics.
3) Measuring the wrong thing – today, most social reporting is done by indicating “reach” and “engagement.” Yes these are important factors. But how many executives can relate reach and engagement to their KPIs? The typical response from an executive is likely to be, “Yeah, but does that increase my sales?” And at the same time, I have often stated that social is poor at direct sales. So what you really need to measure are those areas that tee up sales. Think of the sales marketing funnel where awareness, consideration, and post sales loyalty and advocacy parameters are important functions of sales. For more information, see “Know What Successful Social Media Looks Like.”
4) Selling instead of being a valued source – users are immediately turned off by brands that use social presence to sell product. Social should be used to develop long-term relationships and build a reputation as a valued source of information and engagement. This approach will create sustainable loyalty and advocacy. The result is long-term sales, but ironically done so by avoiding a sell mentality.
5) The content is not exceptional – I remember making this point to a boss of mine and he asked, “Does the content really need to be stellar?” Case in point – are you ever wowed by mediocre content? Would you ever share so-so content? There is so much noise in the digital space and you really need to standout. Think like a publisher or a producer who is only successful when they deliver killer content.
6) Talking and not listening – the strongest relationships start by knowing your audience. And the best way to get to know your audience is to listen to them. I love the line – “We have two ears and one mouth so we should listen twice as much as we talk.” As far back as 2009, I raised the issue of a lack of social listening, and the problem is still pervasive.
7) Lack of a social business culture – social success does not come from one person or one group. Ultimate social success will come when sharing, engaging, and commitment to the brand audience comes from every part of the company. I expect to see “social business” be an evolutionary process within companies. This will not just happen overnight and progressing to this culture requires executive leadership.
So as step one, I urge everyone to take their social media efforts seriously and not just wing it. Do the right thing. Then, when we can get enough companies and brands actually delivering a sensible and meaningful social media approach that is compelling to their target audience, let’s evaluate success/failure. Are you ready to…
…Make It Happen?