Comments on: 3 Reasons Why Your Social Media Marketing Will Fail

By: Pat

Pat — Mon, 22 Jun 2009 18:14:09 +0000

@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.

By: Dana Lookadoo

Dana Lookadoo — Mon, 22 Jun 2009 17:44:27 +0000

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!

By: Pat

Pat — Mon, 22 Jun 2009 15:30:23 +0000

@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.

By: Rob Murray

Rob Murray — Mon, 22 Jun 2009 15:16:44 +0000

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.

By: Pat

Pat — Mon, 22 Jun 2009 12:15:46 +0000

@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.”

By: guy stephens

guy stephens — Mon, 22 Jun 2009 08:31:47 +0000

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.