Head of Online Marketing at Urban Outfitters (URBN)
26 June 2011 20:13pm
Why so many companies fail in properly engaging on the social web?
Whilst Social Media is on every company's mind, I am surprised by how only a few manage to make a difference on the social web. If you had to give only one reason why most companies fail in engaging with their customers, what would it be?
Head of Marketing Urban Outfitters
Web technology professional at Bitcala.com
27 June 2011 16:45pm
Hi Aurelia - good question.
Here are some random thoughts...
1. A lot of brands fail to engage in a conversation. Simply posting links to news stories, press releases and products is one thing - but actually engaging with customers and having a 2-way conversation is much more valuable.
2. (Controversially) Social media is a place for people to people conversation. Not people to brand. I don't speak for everybody, but I personally like to follow people on Twitter - rather than companies. Personalise your company, and more people will be interested.
3. Social media in a crisis. I remember a few weeks back when the Urban Outfitters story came up on Twitter and got a lot of attention:
I watched a lot of comment on the issue but I didn't see UO get involved with a response. I might have missed it, but this seems like it could have been a good way to talk about people's concerns using social media.
I hope this helps a little, please do share your thoughts.
Digital Marketing Consultant at GRIT08
30 June 2011 23:49pm
Companies fail for a number or reasons to boil it down to one reason with respect is impossible.
1. They don't embrace social media as an opportunity to engage customers in real time interaction solve their problems and increase their profile as companies who "get it".
2. They worry too much about making mistakes rather than telling their brand story in an innovative and engaging manner.
3. The don't assign the right people to manage the flow of conversation. This means those who understand the intricacies of social media engagement and are able to drive the conversation in a way that increases the brands reputation.
A few thoughts. Hope they help.
Owner at navajotalk
22 July 2011 14:57pm
The social space is changing rapidly and most brands are playing catch up with the audience. By the time many of them have realised that that they should be engaging in conversations, people have moved on from wanting to talk to brands, because, guess what, it's quite boring.
We also have a big problem in that a year ago people liked brands on FB because it seemed like a nice thing to do, to be a friend of a brand that you bought, had used, knew about etc. Now their wall is becoming cluttered with brand messages, and the brands are not doing anything to earn that space.
So we are right back at the beginning of advertising before creativity was introduced, and the space on the page was filled with product information, typed in, and dodgy pictures of a bloke in a raincoat.
The new currency will be ideas. The social environment is driven by ideas, by the 'new'. It will no longer be enough to talk, you will have to inspire, amuse, engage, reward, be original, and deliver in return for the time spent with your brand.
29 July 2011 21:41pm
Ideas are definitely the "new" currency. No change there then! the ideas also have have to be relevant, and timely. Everybody has ideas but only some manage to implement them effectively. And then keep the ideas flowing. The new black is ideas. Simple. I guess were are all out of work Tim.
SEO Specialist at UC4 Limited
25 April 2013 11:35am
Aurelia that is a good question. Social media marketing is difficult, i genuinely think most companies lack patience. It is a difficult process and requires constant activity, engagement and an understanding that at the best of times gaining responses from your audience is difficult but once you have that interaction it will remain and grow.
I have recently conducted a post on ROI of social media that not only explains the results of social media but how these results can be achieved.
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