12 Reasons Businesses Fail at Social Media (And How Yours Can Succeed)

Browsing my Evernote idea file to write today’s post I came across this one I had clipped weeks ago – 2011 Predictions: Top 12 Reasons Businesses Will Fail at Social Media.

I encourage you…don’t let the negative post title think it’s all doom & gloom. In fact, give attention to the “12″ and your business could take the lead ahead of other social-media-wanna-be’s in your niche.

My thanks to FruitZoom for the frontal perspective. I’ll share their “12 Reasons…” and zero in on a quote from each so you get the idea. Go to their site to catch the full scoop from their post.

1-”Don’t understand the ecosystem…

(Social media)…doesn’t work like the days of traditional advertising where you push a message and expect to change thought via a cool ad, billboard or tv commercial. Instead you must not only find a way to become part of the community, build your own community but also be able to successfully grab attention of your audiences authentically and via relationships.”

2-”They hire the wrong consultant or agency…

One size does not fit all and a cookie cutter approach not focused on your market niche is going to bring zero to little positive return. Organizations must take responsibilities to do their research, not believe everything they hear from a consultant and do no accept status quo or ‘one size fits all’ solutions.”

3-”They execute via Random Acts of Social Media (RASM’s)…

Organizations must set goals and objectives before engaging in social media. Don’t tweet randomly…To avoid randomness in social media integration is key to success. Social media needs to be integrated into the DNA of business.”

4-”Have wrong social mindset…

They may lack the understanding that social media requires engagement. They may have the mindset that they’ll simply use social media as an additional venue for blasting noise, coupons and other…Social media cannot be leveraged as other traditional mediums.”

5-”Underestimate the resources and knowledge required…

You need more than an intern with a twitter account to execute your social media plan and connect with your audience in a way that represents your brand and market positioning…Although you’ll hear the clueless tell you ‘social media is free.’ Sorry folks it’s not. It steals your greatest asset which is time. It eats ROI for breakfast if you let it.”

6-”They don’t engage…

Bottom line, you must engage with your audience. Do more than tweet at them, tweet with them. Join in the fun. Inspire them to connect with you. Attract them organically to your brand and the people inside your corporate walls.”

7-”They don’t implement a social media policy…

(A social media policy) will protect an organization from legal risks and set a standard for how employees and partners should engage in social media on behalf of the company.”

8-”Lack roles & responsibilities…

Take the time to iron out the internal battles or insecurities within an organization…Clearly define roles…Flying by the seat of your pants will get you flat on your butt and nowhere fun!”

9-”Assume social media will fix their broken business…

If your business is broken, sales is not working with marketing, your message sucks, your audience doesn’t like you…sorry folks, these problems (cannot) will not be solved by social media. In fact, social media will make them worse.”

10-”Make a bad first impression…

Your goal is to build community and inspire people to take action. If you make a terrible first impression the chances of that visitor ever returning to your Facebook page are slim to none.”

11-”Have unrealistic expectations for social media…

Do your research and be realistic with the goals and objectives. You must be patient with social media.”

12-”They are boring…

Social media is about inspiring an audience to connect with you. If you have struggled with this offline or with other traditional media, chances are a Twitter account and a Facebook page are not going to fix it…Connecting with your audience is a requirement not an option regardless of the medium.”

Social media works. Don’t be overwhelmed by the growing list of faux pauxs many are making with it.

Ask for help, plan your use of social media, and work your plan by diving in…start engaging!


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