Social media failures; type 1
Facebook and Twitter have become focal points for marketers who now find themselves diving headfirst into the social marketing waters. Social media is forcing corporate branding to evolve, as brands now create personas, build communities, and develop relationships with people, not just consumers.
Brands are becoming content creators, so much so that the lines between brand and publisher have blurred. However, some social engagement efforts are not as impactful as they could be, as marketers often fall into personality traps. Save yourself and your brand some trouble by avoiding these stereotyped social media personalities when bringing your brand into the conversation.
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The canned responder
You might be a big brand, but when a user comes to your site with a complaint or a suggestion about customer service in the jewelry department of your store, responding with the same verbiage you used to express your sympathy with someone who had a problem in the shoe department isn't productive. And consumers catch on. Maintaining a social media presence is time consuming. It takes a while to sift through comments and suggestions and replies and posts. However, it's always best to respond as personally as possible -- even if you can't tell them what they want to hear.
