Lately everyone in the world has become a social media expert and it’s no surprise that after reviewing several hundred resumes on a monthly basis that is indeed what I see in the “special skills area” sections. There are several faucets to social media marketing including, but not limited to just tweeting on Twitter or posting on Facebook. I see a lack of user engagement at every level on the playing field from companies that range from mom-and-pop shops to Fortune 500 companies. A great example of this happened earlier this morning as I was scrolling through my Twitter feeds. One of the biggest smartphone manufacturers in the world tweeted to the world “what do you think of our newest model built on the Android operating system that will be released this coming spring? Give us your thoughts?” Of course me being a social media and smartphone fanatic I replied to this particular tweet.
Along with my reply about 750 other consumers also replied at neck-breaking speeds. The smartphone manufacturer had not replied once. That’s a major mistake by a major (fortune 500) player in the mobile tech sector. The lack of social media engagement is completely unacceptable. If I were the CMO of this company there would have been some strong words behind closed doors with the social media marketing team.
My standards with social media marketing regarding replying to an audience in any capacity on behalf of a client would have been in the 20% reply range and in this case that would have been let’s say 150 replies. With software like Tweetdeck, Hootsuite or Tweetbot that’s easy work that will pay off!
I see this happen on a daily basis not just with Twitter, but also with Facebook. Next time you’re on your smartphone, tablet, laptop or mobile device look at your Twitter feed or Facebook timeline and try to pinpoint a company looking for feedback regarding their services and/or their products. Chances are you’ll come across a fair amount of companies again both small and large that drop the ball with social media user engagement.
Let’s move on to another social media mistake I see happen on a daily basis more specifically with Facebook. This one is poorly written and formatted posts. For example it’s pretty easy to copy and paste a news article from your favorite magazine or newspaper and pop it into your Facebook timeline. There’s nothing wrong with that in fact I do that quite a bit if I want to share the good word with someone or something within my industry or something I personally have an interest with or in. What I’m specifically talking about is an internal company press release, blog post or newsletter snippet that has no headline, image or any call to action whatsoever. You can’t expect to create a buzz with social media especially on Facebook without some type of CTA also known as call to action.
For example if I were promoting a director of operations to a vice president level within my executive staff I would have a headline that would read something like this: “The executive team at Prime Media just broke new ground in radio advertising”. That headline will definitely get eyeballs clicking on the headline, furthermore reading the rest of my content. Content is king and strategy before posting is mandatory! A post is dead if it lacks a CTA (call-to-action), great headline, image and or video to compliment the rich content. These are just two examples that can have a negative impact on your social media reputation. I will also add that it’s vital that you have some software similar to Hootsuite or Manage Flitter.
Next up on the blog roll we are going to talk more about image and video social media marketing because there is no shortage with social media outlets like YouTube, Instagram, Vine and now Twitter video within tweets although Vine is still sourced into tweets.