Interview: Michelle Goodall on Planning ‘Moral Marketing’ Campaigns
By Gemma JoyceFeb 18
Businesses don’t need to fail with their social media programs, yet so many misaligned social media programs are launched and rapidly abandoned all the time.
Rule number one to avoid common pitfalls with social media is to make sure you really have aligned your program with real customer needs.
This might sound like common sense (well it is) but why is Pinterest full of meaningless boards run by brands and their agencies if this is so simple?
I’ve been complaining openly for a couple of years now on the giant disconnect in how customers and brands interact on social media channels; what customers expect is rarely what brands deliver.
Here’s a common example. Brand X considers customer service to be an expensive cost center, hence they have outsourced all such operations to another company delivering mediocre service at best.
The response from Brand X’s customers is to be found in industry forums where their poor customer service is hotly debated.
Can you figure out what the expectation from the customers is? It’s not what is being debated in the marketing team of Brand X who is busy with launching a new Pinterest board and playing around with their seven followers on Snapchat.
You may be laughing but this is the reality in many companies today.
The business objectives for almost any brand is to increase sales and to reduce costs.
The problem is that when it comes to social media, the norm seems to be to approach it with the same old tactics as worked for paid media; crafting a message and pushing it out as far as possible completely ignoring customer expectations.
Social media isn’t tactical and business objectives hasn’t changed, but your strategies on how to successfully achieve your objectives probably needs changing.