Social Media fail? 6 reasons why it might

Do you want to avoid a social media fail? Have you aligned your strategies after your customers and prospects needs, or is social media just a tactical toolbox that you patch ontop of everything else you do?

There’s still a big disconnect in how customers and brands interact on social media channels. When the two meet, it’s often awkward and results in a social media fail for brands. As “social” is something you are, not something you do – brands don’t automatically become social just because they talk about their products on a branded Facebook page.

The business objectives for brands are to Increase sales and to reduce costs. Fundamental. The problem though is that when it comes to social media, the norm seems to be to approach it with the same old tactics as worked for paid media; crafting a message and push it out as far as possible.

Social Media fail

So will your Social Media fail? Here’s 6 reasons on why it might:

  • Your customer is in desperate need of help whilst all your Twitter feed does is sending automated Tweets with products updates. Add to that no one monitors any incoming tweets.
  • Your online customers decide when to shop, why is your customer service team offline?
  • Your customer is an expert in a field you target and a super-admin on a forum, are you monitoring and engaging here or are you just attentive to your own Facebook page?
  • Your customers have a big following and influence on Twitter, even-though they are low transacting customers aren’t they worth looking after?
  • Your customers are overwhelmed with notifications and e-mails, if you have something to say make sure it’s excellent, relevant and personalized.

Whilst you’re thinking about what product to post on your Facebook page or tweaking that new welcome tab, your customer is writing in a forum about his bad experience. And whilst you’re discarding your low transacting customer base they are using their twitter followers to gain traction against you.

Social media isn’t tactical and business objectives hasn’t changed, but your strategies on how to successfully achieve your objectives probably needs changing.

Read more about why some companies are better than other at social media in my CMIQ article here.

About Joakim Nilsson

As a Social CRM Strategist I provide consulting services that moves fast from strategy to operations helping brands do better business in today’s transparent and digitally connected world. Specifically in the Social CRM areas of; social media monitoring, analytics & measurement, campaign design, vendor selection and community management. With 8 years of experience, I'm a seasoned digital marketing professional with solid grounding in both operations and strategy and as former Head of Social Media for Betclic Everest Group I've hands-on experience in both the development and implementation of cross functional social media programs for an organisation. Having an entrepreneurial mindset and genuine passion for Internet applications I’m spending part of my time with various Internet start-ups as small seed investor.