Monday, January 10, 2011

How The Steam Goes Out Of Social Media Efforts!

Social Media is soon becoming an extension of marketing for many business houses, and some have already adopted it as one of the main channels to connect with the customers. Many a times we commence the Social Media planning and strategy with a bang! We start with enthusiasm and a lot of hope that we will achieve our objectives within the marketing preview. Ofcouse, some start with a lot of apprehension as well. So, there is a person appointed to carry out the various tasks. And, the execution starts. The person could be from within the organization, or could be the head of business or maybe an external agency.

With a good take off, everyone has started to join into Twitter and Facebook [dependent on what is wanted, this is just example]. And soon the excitement builds up as we start to count on how many people have joined us. In elevators and corridors a quick response is shared on questions like 'how many today?'. This excitement continues till suddenly someone wants to know the ROI. And then suddenly everyone is  figuring out on parameters - the matrix to measure Social Media. This could be the first part of loosing out on steam of enthusiasm.

Next part when the steam starts to get out is during engagement period. While initially we may engage but the problem starts when someone complains and we do not respond as a company / brand properly. While apologizing is one part if there is no real concrete step taken then things could go out of hand. It is essential to have developed a matrix / escalation levels while creating the plan and strategy itself. It is essential that all departments know and understand that if the Social Media person flags an issue the concerned department should take the responsibility and solve the issue. This is critical. This the Social Media person should establish at the very beginning itself.

Many a times there are pre-conceived notions about how should a business unit attract customers on the net.

Social Media is a consistent and constant efforts. Let us 'never' think that once the basics are set up it will all generate talks on its own. People always need a little push and a little nudging. Social Media no doubt catches momentum, but one has to keep the momentum going. We cannot say that without an 'active driver' the Social Media will continue to create and achieve our objectives.

Social Media could start to loose the steam. How do you keep it going? What do you think? Join in ...

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