I just spotted an article over at marketing profs from Maria Ford covering 5 fatal social media errors, and how to avoid them (via @samirbalwani).
The article points out that too-often social media is tacked onto a campaign, without thought of an end-end strategy.
This results in a flood of communications - but without the engagement we really need. We’re all suffering from communications overload - so as marketeers, the more we can do to tune the message and the audience, the better targeted we can be.
To summarize the suggestions (rather than the errors) from the post:-
- Profile your target audience to determine the best channel to reach them (rather than spamming via all channels). Users on twitter / facebook / LinkedIn are likely to be interested in slightly different things.
- Assign ownership of messages - so that one person determines how best to get the message out to all audiences (rather than everyone broadcasting their own tweet or LinkedIn updates, causing a lot of duplication).
- Select the best channels for the message (RSS, email newsletter, LinkedIn, facebook), rather than sending the same message through every channel
- Provide a single destination web-page that everyone can get the whole story - and link to it from each message
- Consider the pros and cons of each channel before using, rather than just using social media because it’s free. It might not always be the best solution.