Top 5 Mistakes Made in Social Media

By Joe Burchett

Something to Think About…

https://www.youtube.com/watch?v=FiB7Fvyj5S0

Top 5 Mistakes

1. Robotic Communication2. Greedy Content3. Long-winded Messages4. Frequency Issues5. Controlling Input

Robotic Communication

It is called “Social” Media for a reason

Success is not determined by the amount of “likes” but by social engagement

Communication is a two way street on social media

Robotic Communication

“Companies are trying to encourage consumers to interact with them the same they do with their friends and family.” (Parsons, 2013, p. 28)

Greedy Content

Content shouldn’t be only sales driven

Focus on getting consumer reactions and engagement

Be creative and provide incentive

The Importance of Content

“Often content, news or media become tokens used to initiate or maintain a conversation. Their original meaning is less important than their function as tokens.”

(Manovich, 2015, p. 326)

Creative Walsh!

Long-winded Messages

Short and direct

Informal and spontaneous

Pictures and videos

Tweets on Twitter normally only contain 140 characters at most

Bad Message - Victoria’s Secret

Good Message - Nike

Frequency Issues

“Frequency is the number of times an individual is exposed to an advertising message by a media vehicle”

(Levens, 2012, p. 229)

Over-posting and under-posting?

Facebook Frequency Study for October 2015Ford and GM

(Information obtained 11/3/2015)

Companies Total Posts Total Likes Total Shares Total Comments End Results

Ford 25 27,264 10,792 1,265 1,091 likes per post

432 shares per post

51 comments per post

Post every 1.25 days

GM 21 14,720 2,854 774 701 likes per post

136 shares per post

37 comments per post

Post every 1.5 days

Controlling InputSocial media should be an open forum of

user generated content and opinions

Companies may feel compelled to delete negative feedback

Companies should openly address negative feedback and offer answers/ apologies

Conclusion Remember the top 5 mistakes made within social media

Robotic communication, greedy content, long-winded messages, frequency issues, and controlling input

Strive to make your social media efforts short and direct

Engage your consumers in a creative and fun way that leaves them wanting to do business with you

ReferencesLevens, M. (2012). The Communications Mix. In Marketing: Defined, explained, applied (2nd ed., p. 229). Boston: Prentice Hall.

Manovich, L. (2015). The Practice of Everyday (Media) Life: From Mass Consumption To MassCultural Production? Critical Inquiry, 326, 319-331. Retrieved November 2, 2015, from http://www.jstor.org/stable/10.1086/596645?origin=JSTOR-pdf

Parsons, A. (2013). Using Social Media to Reach Consumers: A Content Analysis of Official Facebook Pages. Academy of Marketing Studies Journal, 17(2). 28, 27-36 Retrieved October 27, 2015, from https://oolcontent.walshcollege.edu/CourseFiles/COM/COM510/MASTER/Week04/F A14-Assignment3PDFs/UsingSocialMediaToReachConsumer.pdf