12:43 PM
It was the promise of social media that brands will have real conversations with their customers, which led to a real clash, and advocacy brand, and millions of impressions, "earned", which makes the whole process cost effective in terms of the incredible. In fact, only a small percentage of its CMOS believe social media is a cost-effective and achieve the expected results on a large scale. Before reaching solutions (there are several), let's look at the failed promises one by one.
1. talks: not the kind who hopes to brands
In the rush to create channels and social calendars fill content with cheerful greetings, marketers fail to answer the basic question: Why would anyone in their right mind want to talk with their own brand? Short of clear answers, he decided to consumers themselves, using social platforms in the first place to express their complaints and dealing with issues related to the service - hardly the types of conversations that supporters of Social have been dreaming.
2 Participation: less than humble e-mail
With talks out of reach, bet on brands to spark social engagement in the hope that the accumulation of admiration, my favorite, Retweets, shares and clicks, will add up to something useful. In fact, participation rates in the last is very bad in Facebook (0.7%) and Twitter (0.2%). Even Instagram with an impressive participation rate of 4.2% pales in comparison with the average rate for the open bore brand e-mail!
3. call: Social is not the reason, it's symptoms
It was supposed to be a new world order which brands cultivated an army of defenders (including staff) to spread the good word out there. In fact, for most brands, and become more social about placate critics who complain loudly instead of feeding a crowd of promoters. Root of the problem here is that the call is a byproduct of providing exceptional product / service experience or a culture to enrich the employee, not caused by social activity.
4. impressions Wall smothered by EdgeRank and fans false
Falling back to the old standby PR, promulgators displayed "earned media" as a measure of the righteous and reliable means of social media. The pursuit of this measure is to encourage brands building social footprints (especially on Facebook), and often accumulates non-fans hooked with bait lottery. Then, along came the EdgeRank ever tightening, which throttles now reach for the brands with more than 500,000 fans to less than 2%, relegating "earned media" to the trash heap of wishful thinking.
5 Cost-effectiveness: the jury is still out on this one
Initially fell for the trainees and young workers who were "national" to Facebook and Twitter, it is not surprising that many marketers consider social media to be a low-cost option. This perception has gradually dwindled as investments in software, staff and external partners are made to feed the voracious content calendars and improve performance. Not surprisingly, only a modest percentage of Seamus today believe social and tangible cost-effective.
1. talks: not the kind who hopes to brands
In the rush to create channels and social calendars fill content with cheerful greetings, marketers fail to answer the basic question: Why would anyone in their right mind want to talk with their own brand? Short of clear answers, he decided to consumers themselves, using social platforms in the first place to express their complaints and dealing with issues related to the service - hardly the types of conversations that supporters of Social have been dreaming.
2 Participation: less than humble e-mail
With talks out of reach, bet on brands to spark social engagement in the hope that the accumulation of admiration, my favorite, Retweets, shares and clicks, will add up to something useful. In fact, participation rates in the last is very bad in Facebook (0.7%) and Twitter (0.2%). Even Instagram with an impressive participation rate of 4.2% pales in comparison with the average rate for the open bore brand e-mail!
3. call: Social is not the reason, it's symptoms
It was supposed to be a new world order which brands cultivated an army of defenders (including staff) to spread the good word out there. In fact, for most brands, and become more social about placate critics who complain loudly instead of feeding a crowd of promoters. Root of the problem here is that the call is a byproduct of providing exceptional product / service experience or a culture to enrich the employee, not caused by social activity.
4. impressions Wall smothered by EdgeRank and fans false
Falling back to the old standby PR, promulgators displayed "earned media" as a measure of the righteous and reliable means of social media. The pursuit of this measure is to encourage brands building social footprints (especially on Facebook), and often accumulates non-fans hooked with bait lottery. Then, along came the EdgeRank ever tightening, which throttles now reach for the brands with more than 500,000 fans to less than 2%, relegating "earned media" to the trash heap of wishful thinking.
5 Cost-effectiveness: the jury is still out on this one
Initially fell for the trainees and young workers who were "national" to Facebook and Twitter, it is not surprising that many marketers consider social media to be a low-cost option. This perception has gradually dwindled as investments in software, staff and external partners are made to feed the voracious content calendars and improve performance. Not surprisingly, only a modest percentage of Seamus today believe social and tangible cost-effective.
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