Dipping Your Toe In Social Media Waters
Lee Odden recently posted a terrific article - 5 Deadly Sins of Corporate Social Media Marketing - in which he highlights how companies sabotage their Social Media Marketing Campaigns. Specifically, Odden addresses:
'Remember when companies feared putting up a blog with comments because, “What if someone says something bad about us?”'
"There are quite a few big brands that have decided they’re too big and important to listen to customers via social channels or to create two-way communication and engagement opportunities."
"Paying lip service to social participation and not allocating resources that can help it be successful is probably one of the most common sources for failure. "
"Marketing and Sales react to pressures by customers and competitors to become active on the social web and subsequently, marketing and sales tries to do what they know best: Market and sell."
"If and when an outside consultant is engaged and paid for advice, but tasked only look at certain aspects of a social media program..."
I can totally relate to all 5 "sins" and have seen clients commit each one. In some cases, I've committed them - and will likely continue to learn by trial and error. You know as well as I that the only way to truly learn is to try and fail.
To prove this point, we created an experiment that tested what Odden calls "frugalism" - in this case we were frugal with engagement time and resources and proved how deadly that sin can be.
The "My Big Left Toe" project was one of the most entertaining experiments we've conducted at LoudClick. In it, we barely dipped our toe in social media waters and never really committed or engaged fully. In the experiment, we purposely created outposts on Facebook and Twitter yet did so without a homebase or a strategic plan. As you would expect, the results were less than stellar and proved what we've been preaching: you need to create a homebase website (or microsite). From there, creating outposts and actually connecting to people is critical - you need to fish where the fish are. But most importantly, if you go to all the trouble of creating the homebase and outpost, you need to engage people rather than simply broadcast at them.
The "Toe" project led to a series of posts on LoudClick.net that you may find educational and entertaining. Then again, you may just want to look at my sexy big toe (yes, it's mine....;-)
Sticking A Toe In Social Media Waters Is Not Enough
I was chatting it up with my partners here at LoudClick about a new blog post and we battered back and forth as usual. This time, however, we came up with an idea that I'm going to pursue - something based upon an off-handed comment of "Not a lot of people are understanding social media so I'm going to write about my left big toe." Absurd, yes, but there is something here.....you'll see. Read More
Build it And They WON'T Come - Not Without A Reason
Sticking A Toe In Social Media Waters Series - Part 2
OK, last week I started this experiment by signing up for a Twitter account and built a Facebook Fanpage. Here are week one's results: Read More
Stubbing Your Toe With Inadequate Social Media Engagement
Sticking A Toe In Social Media Waters Series - Part 3
Engagement without purpose is a recipe for frustration. Just being there is not enough - you need to add value to the conversation or you will end up being that person at a party that sits in the corner alone. Read More
Get A Foot In The Door - Not Just A Toe
Sticking A Toe In Social Media Waters Series - Part 4
In this final post in the "Sticking a Toe" series we will discuss what didn't worked in our experiment and why. Read More