Online Marketing Nightmares: Social Media Management Problems
Since the onset of online marketing, corporations have tried to use social media effectively. Some have done well, and some have done awful. Social media management is a complicated art, so it makes sense that not everybody, and not every social media agency, is going to do it well.
The reason why most companies fail at social media management is because they are looking at it with an outdated way of seeing things. They view social media to be like the previous meansof communication; that as a one-way, structured way of communicating, instead of the two-way, nebulous medium we know it to be.
In case you were wondering, here’s a small social media management snafu from which you can understand what I’m trying to convey, with the names removed to protect the guilty. A new aspirin formula was introduced by a drug company, which they touted as a panacea for the aches and pains that comes with being a Mom. Twitter was atwitter almost overnight; it was perceived as an insult to moms. They said that all women adore their kids, so these aches and pains are just a natural part of it. The company was then put between a rock and a hard place; they could either pull an entire product mere days after launch, or face continued, irreparable damage to the brand. Not the sort of situation you would want to be in.
You might be thinking about waving the white flag and trying something a small bit less hardcore. But here are some guidelines ensuring these problems don’t happen. You should unceasingly have somebody monitoring Twitter and Facebook to see if people are talking about you, not just on your own pages. You can do this by smart phone, so just have somebody check in once an hour while they’re doing something us. Also, it’s a good idea to set up Google news alerts for your products or brands. This way, if a story becomes popular, you’ll get an email telling you so.
Keep in mind significant problems don’t happen all the time. In fact, social media management is, once you have looked at it clearly, a net gain. Before you had no way to see how people look at you before any problem became huge. Now you’re able to solve problems before they do too much damage to your brand.
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