social media communications misstepsSocial media engagement has become an essential tool for value creation.  In fact, the perception of social media marketing has shifted quickly over the last few years.  Previously viewed as a trendy or passing fad to now a “must have”  for any business seeking to secure a place in both the traditional and digital marketplace. What could once be accomplished by a traditional website now needs to be supplemented by a robust and responsive utilization of the tools social media engagement offers.

Navigating this strange, new world can be quite confusing at first. With new tools and strategies changing the way the business world communicates and exchanges information, social media has revolutionized communications in a way that marketers and corporate communications teams fail to embrace.  Why?  Because applying marketing strategies of the past to newer social platforms doesn’t work. Common mistakes seen in our social media consulting with clients include:

Misstep #1

Communications teams and marketers select low-impact social media opportunities because they overestimate the benefits and underestimate the resources necessary to execute. Failing to think through the audience, strategy, and required resources before launching accounts leads to unfocused use of social media that quickly loses steam.

Misstep #2

After accounts are established, it’s hard to continue creating and finding a consistent stream of relevant content to keep stakeholders engaged. Account owners are time constrained and may miss content opportunities from elsewhere in the organization.

Misstep #3

Social media is social, engaging, and community oriented. Account owners wondering what to say, how to say it, should you say it at all, and what will people think if you do say it – are encouraged to stop it… And instead ask, “how can I help other people today?”  “Which issues are most important to stakeholders and how best can I communicate that information to them?”

The solution?  Our consulting practice advocates that social media engagement offers an evolved approach to business growth and stakeholder participation.  
Social media marketing can address more mainstream marketing drivers as well as more sophisticated ones.  It’s all part of the social media strategy that you have in place and how that strategy relates to your overall business goals.  Because social media intelligence incorporates a thorough 360-degree assessment of stakeholder engagement, there are a number of ways you can use information to your advantage. The right kind of information can be used for a whole range of processes in the business that can ultimately lead to your business’ success.    Need help with your social media engagement?  We’re here to help!  Social media marketing can be a win for your business and a win for sustainable business strategies.  Get started today.