Developing a Social Network Marketing Strategy: Considering the Dangers of Social Media

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The rise of blogging, social media, and dynamic reporting changed everything. It changed the way we view the world, the way people access information, and perhaps most importantly, the methods by which anonymous information can enter the public eye. It’s a global victory for transparency – a development that would never have been possible without global participation.

But it’s also enabled a great deal of anonymous feedback – often critical feedback – to seep into the public arena. Journalism was once a rather slow one-way process, and while it resulted in much less immediate access than it does today, it came with fewer thoughtless comments and needless thought than today’s news does. The web, for lack of a scientific description, has become a haven for critics and others with any kind of interest in destroying brands.

A very good example is the global gas and oil company BP. Given the online controversy surrounding its recent environmental disaster, it’s no wonder that the company is investing some serious time into social media marketing. A false company Twitter page, named ‘BPGlobalPR’ for maximum irony, was created by fans within weeks of the disaster, giving a very clear look into the negative value of social media as a branding tool.

BP’s public relations breakdown is the obvious example, although there are thousands out there to choose from. Domino’s Pizza experienced a similar meltdown, after a video of employees tampering with food made its way onto the internet. Food giant Subway has been forced to repair their image online, after secret footage of a rat infested store made its way onto YouTube.

There are thousands of people out there that believe everything they read on the Internet, and those that are truly skeptical of everything they read and see. However, with the added use of updated phone features including photo and video options, it’s hard to keep anything under wraps or respond to a problem before it has the opportunity to go viral.

Thousands of marketers have highlighted the importance of social media for brand building. Even more marketers have discussed its ability to help an established brand grow. What very few people are talking about – and what’s most important – is social media’s opposite power. Without any care and attentionPsychology Articles, it’s just as easy for social media to ruin your brand as it is for it to help it grow.

The best way to stay positive and keep your brand growing is to have a transparent platform on social media that allows prospects and clients to connect and ask questions about your products and services. Be sure and have someone searching social media platforms for your company name or basic products to see where else it may be showing up on social media and what is being said.

Try forming groups that can allow people to connect with other like-minded people who have the same interest in your product or service as the others in the group have. Be sure to have someone focused on maintaining the platforms and responding in a timely manner. Be especially responsive to any negative comments or situations that could ruin your reputation and brand.

Mistakes Businesses Make on Social Media

Anyone who owns and runs a business should already understand the importance of an effective social media campaign. Even so, there are a lot of businesses out there who still get it wrong. While there is a lot of information about the best ways to handle social media, tons of people continue to use the wrong tactics. For that reason, we are going to highlight some of the most common mistakes made. Hopefully by taking a look you will be able to avoid these.

  • Focusing on the quantity of followers, not the quality.

It’s great to have thousands of followers, but they are useless if they are not interested in your business. 60% of people share product posts on Facebook, so the key is to find people interested in yours.

  • Not posting engaging content regularly.

Status updates should be used to say something interesting. Something people will engage with. Around 176 million people buy products online each year, you just need to get their attention.

  • Not converting followers into paid customers.

Conversions are very important. Having thousands of people share your posts is good, but there is no benefit from that unless they are going to make a purchase. 12% of people who see products advertised on social media will go make a purchase. For that reason, you need to make your posts as eye-catching as possible.

  • Focusing on too many Social Media channels.

Unless you hire someone to deal specifically with your online efforts, you don’t want to spread yourself too thin. Facebook has 1.23 ┬ábillion users at the current time, so that is where you should focus most of your efforts.

  • Having NO “Brand Personality.”

If people think that your posts are too generic and boring, they are less likely to make a purchase. You need to make sure you personalize every status update you publish. For that, you could do with a dedicated social media manager. At the moment, only 22% of companies have one. For the most part, their online presence is very strong and their profits back it up.

  • Spamming

The last thing you want to do is spam your audience. If people start to think you are posting too many ‘sales’ updates, they will simply stop viewing your page. Spam counts for around 14.5 billion messages sent on social media every day.

  • Doing everything manually.

Posting all your updates manually is going to take a long time. There are a lot of programs and websites that allow you to manage everything from within one screen. You can schedule posts and deal with engagement that way. You might loose some of the “personal” touch, but that is made up with time management. If you don’t want to loose that personal touch, hiring a social media manager would be the solution.

  • Broadcasting the same message across all channels.

Even if you want to promote the same product across all your social media accounts, it is a good idea to mix things up a little. That is because a segment your your audience probably follows you on multiple sites and you sure do not want to bore them with the same messages.

  • Not Having A Strategy

Blindly trying to do the right thing on social networks is not a good idea at all! You need a strategy that has been carefully thought of, planned and created. 53% of businesses are currently using social media to grow their customer base. 90% of them will have a planned strategy.