Go bust on social media in 6 easy steps....

1. A step-by-step guide
May 2014
By Prayukth K V

2. Why fail?
 Everyone is on social media these days
 But how many of us are capable of using it to drive
business?
 Social media marketing requires knowledge of
people, technology and trends
 Most fail to attain a balance between traditional
and social marketing goals
 Others fail in understanding the significance of
social marketing (in terms of the larger org. goals)

3. Ways to fail: route 1:Ignore RoI
 Use the standard excuse – I cannot measure social media
engagement or RoI
 Avoid using basic inbuilt tools (Facebook analytics) or even
free ones like simplymeasure.com
 Ignore conversion rates
 Post-campaign conversations do not mean anything to me
 Avoid metrics
 Sentiment monitoring?? What’s that?
 I will use traditional measurement ideas for social media
 Social content demand? No idea!
 Conversational engagement? Sounds like a good idea!
 Engagement interpretation is of no use to my business

4. Ways to fail: Route 2: Silos
 Work in silos within your marketing team
 Let each marketing division decide its priorities and
enforce them
 Avoid collaboration and focus on getting content out
faster; ignore quality
 No need to leverage the inherent strengths of teams
(such as web marketing for building communities)
 Build communication barriers to prevent cross
pollination of ideas

5. Ways to fail: Route 3: competition
 You don’t feel the need to track competition on social
media networks
 Absolutely ignore interactions of your social
community members with competitors
 You have no idea what a private list on twitter is
 Why should I be bothered if my brand pops up in
social conversations within my competitors social net?

6. Ways to fail: route 4: Influencers
 Influencers don’t mean anything to me
 I should be more worried about disgruntled customers
than influencers
 Nope I don’t measure influencer sentiment
 Forget sentiment; I haven't even mapped my
influencers
 I don’t know how to assign weights to my social media
participants and interactions

7. Ways to fail: route 5: myopic
 I follow a post-to-post approach
 No idea what the level of engagement will be a month
down the line
 Social crisis management? Nope, haven’t heard of it
 Long term social engagement is for others; I have enough
participants on my social networks
 I have a single strategy for all my social channels
 I do ignore many conversations that mention my brand or
product
 Disgruntled customer? I will tell her that her problem will
be fixed that’s it!

8. So, have you figured out how to fail
on social media yet? Here is one
final tip!
Just do what others are doing on social media!