Look down this list of the top self-defeating social media mess-ups, and
see if any of them sound familiar.
By Drew Neisser
When we started doing social
media audits several years ago, it was unclear exactly what weíd find. What we
soon discovered is that many organizations seem to be making the same mistakes,
regardless of company size, B2B vs. B2C vs. nonprofit, or the department
leading the charge.Here is a quick overview of the five most common
mistakes in social media, along with some initial thoughts on how to correct
these self-defeating faux pas.
1. Measuring the Wrong
The most common metric mistake is emphasizing the number of fans you have over
other markers, an approach that is symptomatic of a larger problem: viewing
social as another mass medium through which branded content can be pushed. The
reality is that it doesnít matter how large your social footprint is if fans
arenít talking about your content on Facebook (PTAT-People Talking About This,
or the number of unique users who have created a story about a page in a
seven-day period) and sharing your videos, tweets, and/or LinkedIn posts.Enlightened
brands use and monitor several more illuminating metrics, including brand
sentiment, speed and quality of customer service resolution, and engagement
(comments, shares, CTRs, etc.).
2. Too Many Channels
and/or Sub-branded Pages
Once the social media bug began to spread across companies, every line
extension of a line extension wanted its own Facebook page or Twitter account
and/or Pinterest board.IBM, for example, discovered through an audit that
it had hundreds of branded handles on Twitter and ultimately decided to reduce
that list to only a few handfuls. Similarly, many brands are stretched too
thin, jumping onto new platforms without the resources to keep their content
fresh and their fans engaged. It is better to just do a few channels really
well than to be everywhere inconsistently.
In social settings, brands, like people, get really boring if they only talk
about themselves. Of course, you want to attract more members and sell more
products, but unless you have genuine news or offers, brands should focus on
being interesting and interested in their social channels.Creating
content that is interesting requires knowing your target really well ó something
that is increasingly easier with Facebook analytics platforms. Being interested
starts by responding to comments and continues by asking questions.
4. Social is Isolated in
Isolating social in one department often limits the multi-functional role that
it can play for an organization. This need not be the case. Social media
touches the work of editorial, advertising, media buying, web development, SEO,
PR and customer/member experience, which speaks to the necessity of sharing the
social love across your organization.
5. No Social Media Road
As the old saying goes: Any road looks good if you donít know where youíre
going. And so it goes with social, which sprouted haphazardly within most organizations.Establishing
a clear road map for your association is imperative, and an effective road map
should assign a purpose to each channel, set up an editorial calendar, create
an escalation process for member complaints, and determine staffing needs.
Lastly, the road map should define the paid or earned media that will
ultimately be required to achieve any kind of scale.
note: If you arenít making mistakes in social, then chances are you arenít
trying anything new. The trick is to turn these mistakes into learning
opportunities that will ultimately put you one step ahead of your more cautious
Drew Neisser is CEO & founder of Renegade and
blogs at The Drew Blog.