Who’s Minding Your Social Media Store?
As a strategic marketer and copywriter, I’m always delighted when I see great social media posts by a Fortune 500 brand. But I’m even more impressed when those posts are from a tiny, little company, where you know the person posting is also answering the phone, dealing with orders, and possibly working the cash register.
But whether an organization is big or small, the sad news is that despite social media celebrating 10 to 17 years of history (depending how you look at social media being a marketing opportunity), very few brands today really “get” how to use social media effectively.
Perhaps it’s because, in the big scheme of things, companies are still wrestling with what they should say or how they should say it. For many, social media is merely another way to push advertising content that’s being used in other media channels. Consider Twitter posts like this: “Check out our new television spot!” with a link to a 0:30 spot. Does this inspire you to click on the link? If you’re a huge fan of the brand, perhaps, but does the post add insight and value to the brand? The short answer is “NO!”
In many mid-sized or smaller businesses, social media posts are considered “grunt work,” and thrown to the current intern to figure out. Or, running out of fun and engaging ideas, the social media manager gets desperate and perhaps loses their sense of appropriateness — like the famous Twitter post from Home Depot that got the employee and their marketing agency, fired.
If You Make a Misstep, They Will Come (in Droves)
Social media is the ideal platform for customers to express their immediate frustration with a brand. Pre-internet, if something happened, you’d write the company a letter (good luck getting a response beyond a form letter!), or call the customer service line and vent to some hapless inbound telemarketer who was empowered to do absolutely nothing about your complaint.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.