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New social media mistakes we're making

New social media mistakes we're making Keith Pape

So often, as marketers and advertising professionals, we challenge ourselves to lead. We find ourselves on the bleeding edge to constantly come up with new ways to reach an audience. Sometimes this is because our audience has become more distracted. To get their attention, we must innovate in ways that they will notice to ensure our products and wares are top of mind. At other times, our desires are much simpler. Unfortunately, nothing more than an attempt to "keep up with the Joneses" or add a proverbial feather to our cap of marketing and advertising accomplishments (vanity) may be the goal. This is unfortunate for both the marketer and the products they represent.

New social media mistakes we're making

I have no qualms about the essential nature of innovation, as I agree that our audiences are fragmented and constant innovation is an important part of our marketing mix. What I do take issue with is sacrificing our products or limited marketing budgets with vanity and misguided programs that aren't relevant or well thought out. Let's take a look at how effective social media strategies, tactics, and platforms are misused to produce disastrous (or at least spurious) results; results that do equal damage to the reputation of the strategy, tactic, or platform being used as to the brand being represented. In this article, we'll look at the following "hot" topics and how they've been abused by short-sighted marketing.

  • Viral videos and original content

  • Real-time and right-time marketing

  • Earned (or coerced) media

Viral videos and original content

I don't mean to start with the negative, but if you ask any doctor, things that are viral are almost never good. If I can be so bold as to quote Mary Poppins, "viral videos" are just a pie-crust promise, easily made (or asked for) and just as easily broken. Original or branded content is a powerful tool that allows a brand to tell an emotional story (or a story that evokes a desired emotion) in the name of a brand. But the request or desire to make it "viral" undoes its power and sets a parameter around its success that all but guarantees failure. 

This misguided mission may have come from the CD/MD or brand manager's love for BMW Films, Old Spice, or Red Bull (or whatever source of amazing content). The brilliance of these great pieces of original content was their deep, integrated, and holistic planning. It took months if not years of planning and fully integrated budgets to build a message and brand impression before the videos ever saw the light of day. These pieces of content had the support of fully integrated media, communications, and marketing plans, which allowed them to be seen by sufficient numbers to start a complex algorithm of paid, owned, and (eventually) earned media (sharing) -- a natural byproduct of seeding and superior content.

Instead of focusing on making great content that brings an entertaining aspect to a brand or product, the KPI (if I may be so bold to call it that) now primarily concerns a magical firestorm of views without paid media or any primary outbound marketing campaign to drive results. This parameter of success now drives everything about the video, usually diverging from a relevant (yet still entertaining) brand message to a scriptwriting and conception exercise focused on the primary YouTube audience (14-year-old girls who love cat videos) for content inspiration. Also, the need to have the brand involved usually results in a disaster that no one wants to watch. The results are hundreds of views, which are somehow exceeded by the number of negative comments about the content. Let's not forget the marketing budget that was wasted or the bad taste in everyone's mouth that was involved or aware of the program.

Original branded content is a powerful tool for the modern marketer. With an evermore fragmented TV audience, it's more critical than ever to use the mediums available to engage, entertain, and delight your audiences with relevant messages, convincing them that your product is appropriate for them. Original content is just one impression on this journey. But when used correctly to accomplish proper goals, it is certainly one of the most powerful ways to convey your messages.

Real-time and right-time marketing

Long before we were asked to dunk that now famous Oreo in the dark, brands like Dell, Comcast, Electronic Arts, JetBlue, and Virgin had been not only keeping a close eye on their community channels, but also interacting, engaging, and reaching outside of those channels on a daily basis. Not only did they have customer-service engagements, but they were also on the lookout for opportunities to be helpful, witty, and timely in their existing communities while reaching out to folks they thought might fit within their communities. As with some of the early replication attempts with "viral videos," soon after the now famous "dunk" that landed Oreo wide-spread attention, brands saw that there was value in being "always ready" or operating in real time. However, soon after that fateful day, there was a music awards show where many brands showed that, as with RTM's forefather (the viral video), they just didn't get it. Consequently, the internet was littered with the dead and dying's lame attempts to insert themselves into the "interwebs" and make a miracle splash. Of course, it didn't work. So the tarnish began as budgets were wasted, time spent, and futures burned. Brands took one step forward by seeing the value of consistent engagement with current and potential communities, but they took one step back with overzealous knee-jerk reactions to jump in. And, as you all know, in marketing and advertising, when you knee jerk and act without planning, you usually spend much more than you would have with a solid plan and a timely, well-thought execution.

I do a good bit of speaking, panel membership, and attendance at social media conferences, and I am glad to see that all hope isn't lost. There is a consistent theme of "always-on" discussion in the industry, and I beg others to stop using Oreo as an example -- not because it is a bad example, but because it is quoted improperly. As with Old Spice before it, there was this mystical story being told that the dunk really did happen in the dark of night. This couldn't be further from the truth. Oreo was in the midst of a long-term anniversary campaign. Plans had been laid, contingencies had been set, and the groundwork had been established, practiced, and tested many times looking for unique opportunities -- many were interesting, fun, useful, and engaging. Then, on that fateful Sunday, hard work, planning, and consistency paid off, as the Oreo team was not only ready, but they were also creative and funny, taking full advantage of a little luck. The rest is history. But it wasn't a miracle; it was a plan and had been going on for months. This notion is left out of the conversations of brands and agencies trying to replicate the effort. They only want the glory, without the hard work. As always, 99.99 percent of the time, that is only going to leave you dissatisfied and telling others, "It doesn't work." And you're right -- poor planning doesn't work.

Many mega brands now have "war rooms" that offer both crisis and marketing opportunity awareness as their day-to-day activities, but this doesn't mean that real-time (or the more current phrase I prefer, right-time) marketing is out of reach for the average or even small brand. What is critical to take away is the scalable nature of the overall theory behind right-time marketing that anyone can take advantage of. Not every brand needs a 24x7 relationship with its consumers. What is important is strategic thinking to understand when the right time to be present is. Your "always" is not my "always." Be ready for yours. Plan now, test when you are ready, analyze, learn, adjust, and use the moments that you can afford.

Coerced and earned media

There has been a lot of stink lately about influencers and money changing hands. I'm certainly aware there is always a fine line between advertising and journalism in the modern world of blogging (regardless of the medium -- written, spoken, video). I also know I'll get flack for using the term "journalism" -- but it does differentiate between the paid word and the inspired word. I'm also not so naïve to think that all influencer work is "inspired;" it's certainly paid for in many ways. I don't want to lose the forest for the trees though. In the last four or five years, I've met a lot of influencers. For the most part, a great majority of them are really great (mostly young) people who are truly passionate about the area in which a brand wants to be represented. It's their passion, knowledge, and entrepreneurial and journalistic spirit that make them so desirable. When you find a potential influencer, one that has the passion and subscriber base to effectively create and circulate content about your brand, it's completely reasonable to pay them (or compensate them) in some form. Everyone gets compensated; it's the way our society operates. Whether you are a traditional journalist being paid by a billion-dollar publishing conglomerate (the owner of media companies, magazines, websites, etc.) or the owner of a multi-million or billion-dollar brand, compensation exchanges hands so that the influencer creates content concerning the subject matter in which they hold expertise. 

Clearly, compensation pushes the scope and direction of the content created at times. I choose to believe that, in most cases, influencers are engaged in a morally and FTC acceptable manner in which an influencer's true interest in a brand's product allows for authentic content that stays true to the influencer's passion while disseminating product information in a positive light.

I'm starting to see a transition period happen in which our first round of influencers (mom bloggers, gameplay experts, YouTubers, etc.) have reached a compensation and experience level where they are moving out of influence and into notoriety. As they rise to this next level, although there fan base continues to grow, the essence of their influence changes as the expectation of brand representation grows, which increases their acceptability as "professionals" but reduces their "street cred." They are replaced by new, younger versions of themselves, once again taking less money, providing smaller audiences, but giving more authenticity and creating more of that oh so beloved word, "engagement."

What's important to remember is that nothing should be taken without a grain of salt, regardless of the source (editorial, journalism, blogging, etc.). What is important is quality and authenticity. This doesn't mean not to question what you read -- we should do that regardless. The internet requires us to question, as information has become instantaneous and rarely fact checked on the level it once was. This creates both a watchdog effect over "big media" as well as the chance for the individual to say anything with some success, being believed by a subset of the crowd.

Whether you are a marketer, an advertiser, or a consumer, influencers are an important part of the ecosystem of giving and receiving information about products. Let's not throw out the baby with the bathwater. Every content maker has a place, regardless of the size of the audience and how they make a living. The money doesn't make you or your content evil, the decisions you make in creating or consuming the content is what's important.

Brands have to be able to sell their products, they have to find ways to get noticed, and consumers no longer want to just be talked "at." Whether a brand creates its own custom content, engages at the right time, or asks others to talk about them on their behalf, there are always opportunities to use your power for good or evil (OK, maybe that's extreme, but I'm trying to make a point). These are all sound tactics, that when used with passion and authenticity over time can be used to stand out from the crowd and make a difference in your market. Maybe, just maybe, if you've made a superior product and have utilized the appropriate tools, you can stand out, be noticed, and make a difference. I only ask one thing: Stop making short-term choices. These tactics are sound, but bad decisions are being made for short-term gain. This not only damages your product's reputation, but it also taints the reputation of good people and good tactics that have a place in the modern, fragmented mix, taking them away from brand use due to poor decisions. Be smart, plan ahead, and stay flexible. Most of all, be authentic and use these opportunities to create engaging experiences that your audience will love. Good luck.

Keith Pape is the VP Social, Media and Community Engagement at 1K Agency.

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"Portrait of tired young business woman," image via Shutterstock and Digital Visitor.

Senior Marketing executive with significant Digital leadership experience. A proven track record of delivering impressive revenue, profit and award-winning creative campaigns. Noted public speaker and thought leader on all things...

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to leave comments.

Commenter: Justin Belmont

2014, March 27

Your comments ring true on every level. Timing is different for every company, and it takes a genuine awareness of your company to know how to manage the day-to-day activities. Since Prose Media works with a wide range of consumers, we constantly have to use the idea of "right-time" marketing. Thanks for the post!

Commenter: Tony Thornby

2014, March 17

I totally agree that it is not realistic or even business-sensible for most companies to see out to produce viral videos. But many people prefer to watch a video than read a page of text, so producing a video to go with your text article / blog post is a good idea..... and it can increase average on-site time which helps your search rankings.

It is mission impossible for most companies to produce much truly original content. Informed and useful commentary on other organisations content can however engage and attract prospects virtually as well.

I have this feeling that the whole issue of bought testimonials, reviews, advertorials and guest blogging etc is going to run and run. Just as with affiliate links, something needs to be done to makes it legally necessary to clearly identify all 'sponsored' promotion.

Commenter: Alan Boyd

2014, March 17

Great article Keith and very true across all three areas. Thank you!