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One Reason Why Social Media Fails

May 17, 2009 BY Mark Evans

Over the past few months, I’ve been working with a growing number of companies looking to do a better job online – be it building a brand, attracting more traffic, generating media coverage, or selling more services/products.

Not surprisingly, many of them are excited about embracing social media given the amount of buzz surrounding tools such as Facebook and Twitter. When I started ME Consulting, I was excited about social media tools as well until I realize that they’re just tools.

By that, I mean that Facebook, Twitter, blogs, et al are weapons you can add to a communications, marketing and sales arsenal as opposed to silver bullets that can solve or fix your business challenges. Admittedly, this is a straightforward assumption but you’d be surprised by how many people still think social media has magical qualities.

What I have come to appreciate is successful corporate social media strategies are built on a solid foundation of knowing three things:

1. Who you are
2. What you do
3. Why it matters

Most companies should have these pillars in place but the reality is effectively communicating these ideas can be challenging. They can be difficult to create and articulate because how a company views what its products/services do and its strategic mission can be different from how consumers see it or even how consumer use a company’s products/services.

Another factor is a company’s strategic focus can change over time, which means that messaging and branding need to change as well.

Assuming a company has a strong grasp on its mission and the benefits offered to consumers, the next challenge is taking the right approach to social media. This means putting together a plan that reflects, highlights and sells your brand and products/services without coming across as overly-promotional or spam-ish. It means using social media to promote your company but also providing value to customers or potential customers.

Twitter, for example, can be a really effective marketing and sales tool if you’re also using it to educate and entertain consumers. You can engage consumers and generate goodwill by offering something rather than just trying to use Twitter as a way to generate traffic and more sales. Sure, traffic and sales are important that it’s not the sole reason to use social media.

To me, companies doing social media well have a strong grasp on who they are, what they do and why it matters. If you haven’t nailed them, your social media prospects can be hampered.

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  • http://startupcfo.ca mark macleod

    I would say these points are the foundation for your entire positioning not just for your social media strategy

  • Shawn

    Mark,

    This is another piece of useless drivel. It’s the kind of advice or insight that is so basic and obvious that it smacks of naivity. How about offering a unique perspective or approach to the issue that would add some value? The more I read your posts the more convinced I am that you are a poser with no real understanding of how companies function or how to deploy technology for competitive advantage. C’mon give us some meat…enough with the sizzle!

    • http://intensedebate.com/people/markevans markevans

      Shawn,

      I appreciate the comment but, frankly, puzzled by it. My post reflects what I'm seeing a lot when meeting a lot of companies over the past few months. What you see as "drivel" is a reality for many businesses.

      Mark

  • http://www.businesslinkmarketing.com Bob Linger

    I agree.

    Any social media strategy requires basic marketing underpinnings. You have to start with "Who is your ideal customer," and understand your market, market segments, competition, basic SWOT analysis. WIth business and marketing goals determined, you can create a Social Media Marketing strategy that connects to your goals and allows for KPI assessments.
    That said, I agree with the post's premise – Social Media is not a silver bullet, its a bullet in your marketing arsenal – and one that needs a clear target to succeed.

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  • http://intensedebate.com/people/Steve_Dodd Steve_Dodd

    Mark, I agree. Most companies are just getting started in this space and have no real idea what it's all about, let along how to deal with it. The hype in our market is creating the "Magical Qualities" point you raise. And, not only is it still there, but it is rising exponentially. Fundamentally, like anything it does, businesses need to understand basic ROI (why am I doing this). We as an industry need to deliver that understanding.

    Shawn, this is not drivel, it's fact, unfortunately. Although it may be basic and obvious, the message needs to be stressed over and over and over again so people get it. In my opinion, getting to the basic business principles that Mark is describing and delivering measurable ROI is a unique approach, since few are actually doing it.

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