Listen; engage; develop.
That’s the three-step approach we recommend companies take when it comes to approaching social media marketing activities for their organization. While you’ll hear nuances in terminology and small differences in approach, you’ll see thought leaders in our industry take a similar approach. Brian Solis, for example, talks about “listening, observing and learning” as the bedrock steps in organizational use of social media in his book “Engage” (which I’m currently reading).
You know what you don’t see anyone recommending? Build, promote, abandon.
However, we’re still seeing social media marketing campaigns built with this implicit process. A few tell-tale signs when we encounter them:
- A short-term focus, often manifested in a desire for “disposable properties” and a reluctance to sustain any kind of presence after the end of the campaign.
- The desire for campaign-based tactics with no existing presence of any kind.
- A one-way broadcasting focus, aiming to blast messages out to the target audience.
Granted, a campaign-based approach can work with specific influencer outreach, but it’s far more effective if the team doing it is able to reach out to those people consistently over a long period of time and hence is able to build a relationship with those people. In general though, the problems with this approach, and the reasons that you don’t hear anyone advocating for it, are four-fold:
1. It takes time or money to attract an audience
Social media tools don’t just let you flip a switch and reach thousands or millions of people. TV, radio and print advertising lets you do that; Facebook, Twitter and blogs don’t.
Social media lets you identify, create and tap into communities of like-minded people. However, this doesn’t happen organically overnight. So, any campaign that starts from scratch and aims for quick results needs to be supported by other forms of media in order to drive people to the social properties in the hope that people engage. This is often counter to the organizational goal of a campaign: driving to a single conversion point, requires resources to be diverted from the primary goal and in doing so reduces the ROI of the campaign.
2. You build an audience, only to throw it away at the end
As I just mentioned, it takes either time or money to build an audience through social media tools. By scrapping the properties you’ve developed at the end of the campaign, you’re throwing all of that investment down the drain. That’s like building an email list then deleting it as soon as you’re done building it.
A much better approach would be to drive people to a long-term property which you can adapt and tailor for short-term purposes, for example a long-term Facebook page or a corporate blog. That way you can foster and continue to engage your community over the long-term, with the benefit of increased loyalty, further conversions and improved perceptions of your brand. What’s more, next time you have an announcement or campaign, you’ll have a pre-established group of people there who have opted-in to receive your updates.
3. Social media is earned media, not paid media
Much of the problem stems from the mindset of the people who often drive the social media bus in corporations. If you think back to our social media marketing ecosystem and Forrester’s breakdown of media types, marketers are often most used to paid media – immediately scaleable and controllable.
Social media isn’t primarily paid media – it’s owned and earned media. Often these lines may blur – you may do interesting things with your owned properties (which are long-term relationship builders) while earning attention in other forms of media with your approach there.
Trying to fit a paid media approach to earned and owned media is akin to trying to saw a plank of wood with a hammer. You’re doing it wrong.
4. It’s one-way, not two-way
These campaign-based approaches still take the old one-way approach to engaging online – do something funny or interesting in the hope that it will “go viral” and reach thousands of people. There’s some value in doing that, but there’s so much more potential to social media that companies really only scratch the surface if they take a purely campaign-based approach to social media.
For example, where’s the potential for business process redesign, product enhancements or customer service improvements in a siloed promotional campaign? There’s very little – which means you’re missing the bigger picture. You can use these tools as one-shot promotional tactics, but you’re missing the forest for the trees if you do so.
Do you agree?
Simply put, campaign-based social media without the basic foundation of an ongoing presence to support it is, more often than not, doomed to fail.
What do you think?