New social media mistakes we're making

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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
 

Comments

Justin Belmont
Justin Belmont March 27, 2014 at 4:31 PM

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!

Tony Thornby
Tony Thornby March 17, 2014 at 7:53 AM

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.

Alan Boyd
Alan Boyd March 17, 2014 at 7:01 AM

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