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March 6, 2013

8: 5 Components of a BAD Social Media Marketing Strategy

8: 5 Components of a BAD Social Media Marketing Strategy

What makes a BAD social media strategy? Here I outline 5 key components that you should avoid in planning your own social media marketing strategy.

 

Transcript

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take, take, take, take enjoyment. Welcome to social business Unplugged, Helping you understand in plain English how to best leverage social media for your business. And now here's the founder of Windmill Networking, Neil Shaper, Greens, everybody and welcome to another edition of social business. Unplug. This is Neil Schaefer, and today I want to talk a little bit about social media strategy. You know, when I created a block post earlier in the year, I realized that I haven't really blowing a lot about what I do for a living, which is social media strategy consulting and in fact, that's gonna be the subject of my next book. But in the meantime, I enjoy this podcast for weight, actually preview in brainstorm on content that I rollout in a block post later. So if you're listening to the podcast, you actually get to hear things before they get blocked. So hopefully that's your time to market advantage for investing a little bit of time into my podcast. But anyway, I want to talk a little bit about social media strategy, what makes a good strategy and, more importantly, what makes a bad strategy. It actually came from a client and it's a difficult question to answer because there really is no way to write a social media strategy. There's no single way to write a social media strategy by doing Googling. You will find out that there's a lot of conflicting ways of doing it off created my own proprietary framework, which I will be revealing in this upcoming book. And companies really don't showcase their social media strategies because they're proprietary information. They don't want their competitors tohave. So it's really hard to gauge. If you look out in the market who has a good social media strategy and who has a bad social media strategy, I would take that one step further. We can evaluate brands and say, Wow, they have about social media strategy when in fact that strategy that they have is doing exactly what they intended it to do. So with that in mind, though, I wanted to come up with five concepts. Five ways of looking at Do you have a good, decent or a bad in my eye strategy just based on a few very simple concepts, which hopefully will give you some revealing information as to what you should have in a social media strategy. So I guess that the first bad aspect of a bad social media strategy would be the lack of objective. And when I talk about an objective, obviously strategy or planning starts with an objective. The objective should be a business objective. Social media does not exist in the silo. What is your business objective for having a Facebook page for having a Twitter account for having a blawg? And the worst thing you can D'oh is do social media because everybody else is doing it. There is no objective, well, keeping up with the Joneses. An objective fine. But like I said, social media must map into everything else you do as a business that really starts with your objective in your social media strategy. So, obviously, on the flip side of about social media strategy, a good social media strategy will have an absolutely, clearly to find objective or group of objectives. And as social media permeates every single department in a company or large enterprise, I expect that the use of social media is going to have multiple objectives, and some of these objectives are gonna be overlapping and how they're implemented across multiple departments. I die aggress a little bit into my upcoming social business definition. Block Pissed. The second component of a bad social media strategy is a short term or a campaign based approach coming out with a new product launch, a campaign launch to Facebook page. The campaign's over and the engagement stops. It's harmless is if the company literally pulled the plug on their engagement because the campaign was over. A lot of large enterprises still work with agencies to handle campaigns, agencies announced saying, Well, we came to your social media as well, and therefore as an extension of this short term campaign they do for whatever promotional effort they have. They create a social media presence which, after the contract with the agency, is over for the campaign. Well, there's just no more engagement coming from that channel. That is absolutely the worst thing you can. D'oh! We all know that social media is a long term objective. It's like having a website. It becomes part of your infrastructure. So if you only think in the short term there was a great quote. Social media is a commitment, not a campaign, and I think in 2013. We all know that, but it just bears reminding. So let's move on to the third component of a bad social media strategy. Engagement. Social media was made for people, right? It wasn't made for companies. So as a company, as a brand, you are at a distinct disadvantage. You are on people's turf trying to figure out a way to communicate with them without promoting to them. And in fact, the big you know, differentiator between social media and traditional forms of media. It is truly a two way communication channel. The problem is, there are some companies that still use it only as a one way channel. They're still broadcasting or only promoting themselves without listening. And it's. Azizi is looking at a company's Twitter feed and only seeing that they're tweeting out links. They could be tweeting out questions, and they're just not responding to anybody's responding to them or answering questions or any sign of engagement out of their own proactive content planning. You know, in a social media strategy, obviously you want to proactively plan out the content that you plan to publish on a regular basis or, you know, engagement that you plan to dio, But part of a daily workflow is part of a social strategy. Is this notion of reactive engagement You're going to get out mentioned, You're going to get Facebook comments, you're going to get blocked comments, and it's critical that you respond to those. And in fact, that's beneficial to respond. In the case of like Facebook Edge Drink, you actually get benefits. But engaging with the others and respondents in the men mentioning their name and getting additional comments from that, it's gonna actually increase your drink. So engagement has to be two way. Once again, it's a no brainer, but I still see some companies not doing it that way and only promoting themselves and not really listening. Or if they are listening. They're not taking any notes and engaging back with people that engage with them, which obviously makes no sense. The next aspect of a bad social media strategy is the wrong choice of channel. I guess the easiest way to look at it is B to B companies that bypass length in and go straight to Facebook to create a page and establish the president's. Because Facebook has more users, it's not a matter of what site has more users. It's about engaging where your target audience is. It's being where your market is. I've worked with an e commerce company where we concentrated solely on Facebook and Pinterest. And in fact, I'd say that Pinterest had about an equal weight in the strategy to Facebook. Believe it or not, I do feel if you have the right targeted product and your e commerce site, Pinterest is going to be in many ways more strategic for you, then certain aspects of Facebook. So it has to be appropriate with your target audience. If you're you know, a niche V to be company slide share, which linked in Now owns, may become a ver ver important site to you as well. So that's aspect number four. The fifth aspect of a bad social media strategy is the Arli. The metrics. What companies that have really bad social media strategies have is they either have no metric to determine. There are why they don't know if there's any r a y or these are metric. That's not business related. The number of Facebook likes is a metric. That's for the most part, is not related to your business. There's nothing in your business that says you increase sales or decrease expenses because you have a lot of Facebook legs. It is what I would consider a secondary metric, and I'm gonna go into a lot of details about this in my upcoming book. Like I said, that alone number of Facebook likes number of Followers is not a metric. The problem is that, Ah, lot of the social media dashboards that exists out there. We'll just throw data and graphs out you that may not have any meaning to your business, but they look good and people print them out and show them to their bosses or agencies, you know, create PDS out of them and send them to you. This how we're doing this month and they really have no meaning. There is a need for meaningful metrics and meaningful analytics, and that's the only way you're gonna be able to gauge how well you're doing in social media. What can you be doing better and what your are? A wide. I'm very passionate about the subject of the point that I've actually been creating my own application, which I hope over the next few months to reveal to all of you as well to really give you further insight into how you could be bettering your social media. So that's about it. You know, I try to live with myself to eight minutes, and this went a little bit over My apologies. Thank you for your time. I appreciate your subscribing to this podcast on iTunes appreciate comments and raiding it on iTunes. And once again, if there's anything you want me to cover, please feel free to ping me Comment. Engage. Follow me. Let me know. I want this to be not as much of me wanting to share information with you but me sharing information with you that you want to hear. So please do let me know. Thanks again for listening to social business. I'm flag and make it a great day. You've been listening to social business. Unplug with meal shaper, social media author, consultant, speaker and university professor. If you'd like any specific topics covered on future episodes, or if you'd like to be interviewed for this podcast, please connect with meal by email meal at windmill networking dot com on Lincoln at Lincoln dot com slash in slash meal Schaefer and on Twitter at Neil Shaper, please also visit windmill networking dot com for daily social media for business updates. Thanks for listening and make it a great day.