Using social media marketing for the wrong reasons always fails. Unfortunately, businesses that try to channel it to “shout” at prospective customers are becoming more and more common.
People get fixated on shiny objects (“ooooo another place to advertise!”). That mindset need not apply. And yet they do, over and over again.
Here are three reasons why that will fail…
Misunderstanding the Purpose
Yes, Dell is selling their product, primarily through Twitter, to the tune of more than $3million since 2007. A lot of money right?
Did you know that Dell realized 12.3 billion U.S. dollars in revenue for the first quarter of 2009? Dell Outlet, Woot!, and others are “successful” in using social media, particularly Twitter, to sell – examine their business models and it starts to make sense.
They make money through social media – albeit a fraction of their total gross.
Scott Monty, head of social media for Ford Motor Company, stated recently at Blog Potomac, “I am not online to sell”.
Take a lesson from this: Educate, build trust, and the sales will come. But you can’t be there just to sell. It doesn’t work that way.
Unwillingness to Participate
So you would like to incorporate social media, but you don’t want to participate? Seriously?
Implementing a social media component is not a “set it up and let it work” strategy. It takes time. It takes effort (this is an operative word). It requires participation.
Are you actively monitoring the social landscape? How does it relate to your company, products, services and competitors? Are you inviting input, asking open-ended questions, engaging (yes, cliche. I know) those that are discussing relevant topics? That’s participating.
Unrealistic Expected Outcome
If you’re expecting social media to create a tidal wave of business, you are mistaken. It should be a part of your marketing plan, not a replacement.
- Social media is not a panacea.
- Social media is not going to fix the economy.
- Social media is not going to make up for poor unique value proposition, poor customer service, or sub-par products.
Business owners that complain when social “isn’t working” likely don’t care about how it works to begin with. What they’re trying to accomplish is something different from social engagement. Unfortunately, they’re probably not willing to figure it out.
Social media is a powerful tool, yet clearly is not for everyone. If it’s not for you, the sooner you realize it, the better.
Tags: social media mistakes
Great post. I come at social media, in particular, twitter from a slightly different corporate perspective. I use it at work (@guyatcarphone) as part of our customer service offering. Carphone Warehouse is the biggest independent mobile pone retailer in Europe and we have recognised the importance of taking part in the whole social media ecosystem. We’re taking small steps, starting off with twitter and then moving out from there. But even from a customer service perspective, the three main points you put forward still hold.
It is vital to be clear and specific about how you intend to use whichever social media platform is relevant to your customers’ needs. As it is with participating. If you’re not prepared to get involved and actively use twitter or facebook or blogs then don’t. It will just become a burden for you. And as for outcomes, social media isn’t for everyone and it certainly wont meet all your customers’ needs or expectations. You’ve still got to get the basics right and build on those. Social media is simply one part of your overall offering. But you’ve got to understand what you’re offering to begin with.
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@guy great points, this quote is great “It is vital to be clear and specific about how you intend to use whichever social media platform is relevant to your customers’ needs.”
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Great post. I agree whole heartedly in those 3 reasons but can possibly offer a forth:
- You should never try and bring your audience to you. Always go to where ever your customers are ALREADY and start engaging.
Don’t drag customers kicking and screaming to your new ‘specially created’ social networking site. Go to them. Research who your customers are and what they like to do and talk about and where they do this. Then join in the conversation.
For example, Orange realised their customers liked film so they created Orange Wednesdays (2-4-1 entry to cinemas on a Wed) and thus took their brand to the cinemas. They knew that their customers used mobiles so allowed them to get their discount code through their handset.
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@rob thanks for sharing the example. You make a great point about research. Big companies with big budgets have research teams, smaller companies need to learn more about simple research techniques and implement into their planning procedures.
I like the mobile example, I am actually working on a post about mobile, look forward to your feedback on it.
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I just want to scream, “DITTOS!” That would not be a very valuable comment, however. Your point about businesses using it to shout about their products and services is all too common. I recently met some “social media marketers” who are nice people. Unfortunately, a high percentage of their stream is broadcasting about their classes for using social networks.
In reading your post, I’m wondering if we should take “marketing” out of the lexicon in order for companies to see the light so they don’t fail. A new paradigm is needed with a focus on engagement and relationship.
Nice write-up, Pat!
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@dana Thanks for stopping by, great suggestion.
I think Brian Solis made some great points in the same vein.
http://www.briansolis.com/2009/06/social-media-is-rife-with-%E2%80%9Cexperts%E2%80%9D-but-starved-of-authorities/
“We need to spend more time listening and less time broadcasting or talking “at” people.”
Additionally, I think those of us that work in the field need to collectively do a better job, as Brian mentions, or explaining the why in addition to the how.
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