Five common mistakes on social media and how to avoid them …


Brian Solis,  author of The End of Business As Usual gives a nice summary of the don’t’s of social media which you can find at the site.

They include:

1. Showing up isn’t enough. While creating a presence is a start, it is how you engage with people that attracts them to you.

2. You can’t be everywhere, nor should you.  The key is to only be where your customers, prospects and those who influence them engage.

3. Authenticity and transparency are nothing without a connection. I think this is the killer point that Brian makes.  We all talk about authenticity and transparency. But he’s right when he says, “The only problem is that they don’t really equate to a strategy.” But to really engage you need to deliver value, conveying a meaningful mission and vision, or establishing a connect-worthy presence.  Othewise authenticity and transparency have nothing to reinforce.

4. Talking to people isn’t a business strategy. Don’t get caught up in only replying to brand mentions. Your real opportunity is to also engage and convert those people not already talking about you.

5. Keep your core customers tuned in. With the Old Spice, Evian Rollerbaby and Nike Write the Future, they identified all of the potential influencers in their space and reached out to them in advance of and during the video release. They sought help to make sure that the video was shared. Remember though, going viral only counts if it impacts your brand. If it creates lift, leaves an imprint or if it drives action or outcomes, that’s when you’re going viral.

All good stuff … Here is the full article.


About Brand Media Strategy
This site is a resource for communications planners, brand marketers and media professionals. Brand Media Strategy [published by Advertising Age, Palgrave MacMillan] explains how brands today are employing advertising and media communication strategies to grow and build their brands. It explores the value of advertising in mass media; activation of digital media programs; and employing non-paid or non-traditional media vehicles. It's author is Antony Young, President of Water Cooler Group. A brand media communications company.

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