As healthcare marketers delve into social media, we have all kinds of fears and hesitancies. To be more effective learn not to make these common mistakes.
Heidi Cohen, principal of Riverside Marketing Strategies posted the following blog on Smart Blog. It’s a very good read:
Marketers are afraid of making social media mistakes. Even worse, they’re concerned their social media faux pas will balloon into a public relations nightmare. Get over it! In today’s always-on, connected world, issues can arise whether you’re participating in social media or not. So be a part of the conversation and engage, because when you have a problem, it’s too late to build your base. (And of course make sure that you have a PR crisis plan ready!)
Here are seven common social media mistakes marketers make and how to fix them.
1. Fail to show respect for others on social media.
Take a lesson from the Godfather. Social media runs on old-fashioned good manners. Just because you work for a large company doesn’t mean that social media participants will automatically listen to you. Remember they’re thinking WII-FM (What’s in it for me?). Further, just enticing them with a special offer may not cause them to stay longer than necessary to make the purchase.
Actionable social media marketing fix: Listen to what your customers and the public are saying on social media platforms and respond where appropriate. To this end, it’s helpful to use social media monitoring products and to have customer service representatives prepared to respond via these channels.
2. Use sanitized corporate-speak on social media platforms.
Social media requires a human presence. The absence of anything sounding remotely human, such as in one-way, one-to-many message broadcasting, hurts your organization. It means you’re only talking about your company and products. This me, me, me syndrome is how marketers miss the boat on social media.
Actionable social media marketing fix: Before pushing out your business-focused messages, listen to the conversation and realize it’s multi-directional, including many-to-many at the same time. Inwardly focused messages about your organization tend not to be where the interest and power are on social media platforms. Instead actively participate. The bottom line is you need to be and sound human! Consider what you can do for others.
3. Shout buy, buy, buy on social media platforms.
This is akin to being a fast-talking sleazy salesman. While causing prospects to run in the opposite direction, it shows you don’t understand how social media platforms work. Instead, it’s important to pay-it-forward on social media platforms.
Actionable social media marketing fix: Change your tenor on social media networks. You can have one deal-of-the-day special where you push out a one-day-only offer the way Woot and Target do. (Check out Target’s site on Twitter.) But the rest of your social media participation should contain at least 10 messages about others including your customers to every one message about your organization. To this end, it’s useful to create an editorial calendar of content you plan to share on various social media platforms.
4. Build a social media following for one campaign.
Without understanding the ongoing nature of social media, marketers may build a social media base for one campaign without thinking about how to keep these participants engaged. I call this the LeBron James approach to social media. Basketball player LeBron James built lots of interest around which team he was going to join in July 2010. Instead of providing fans and followers with reasons to support his decision, he seriously made them angry.
Actionable social media marketing fix: Start by understanding the relationship nature of social media. Getting engagement for a one-time promotion translates to customers taking your deal and leaving. Use your promotion to build long-term relationships with your prospects. Create a plan for ongoing engagement and marketing to maximize your investment in the acquisition campaign.
5. Forget to incorporate your brand into your social media engagement.
Organizations work hard to create and grow their brand. Branding should be integrated into every aspect of your social media interactions including your pages, interactions and content. It’s deeper than the colors you use or slapping your logo onto your avatar.
Actionable social media marketing fix: Examine your brand’s DNA and determine how you’ll translate the salient elements to social media interactions. Remember social media runs on content. Think in terms of your organization’s stories.
6. Employ a college student who knows Facebook.
While it’s enticing to hire an inexpensive intern to handle your social media communications, it overlooks the importance, experience and maturity required of understanding your brand, organization and the public. Understand social media participants take exchanges seriously. Therefore, shouldn’t your organization put its best foot forward?
Actionable social media marketing fix: To this end, show that your firm is serious about social media by having permanent employees who know your organization, brand(s) and product(s) run your social media efforts. Create a set of social media guidelines and provide social media training for your employees so they understand how to represent your organization and what to do as private citizens.
7. Are you opaque in your social media dealings?
Social media requires a level of transparency. This doesn’t mean you need to divulge your competitive advantage or financial statement. Your target market and social media participants want to know where you stand and what you’re up to.
Actionable social media marketing fix: Don’t just lurk on social media platforms. Create a profile that represents your organization and discloses your point of view. Ensure that your representatives are trained in social media and understand your business so that they can be transparent in their dealings without telling corporate secrets.
Face it: You’re going to make mistakes on social media. It’s an evolving platform and, while there are pathways to help you develop an effective marketing plan, none of them is guaranteed to have no problems. What’s more important is that you’re prepared to respond in today’s 24/7 world and how you handle your engagement.