A common topic I get asked to discuss is ‘what not to do when using social media?’ It’s an interesting take, especially when there is so much emphasis on what to do.
I suppose you could say that in order to produce a list of what not to dos just look at the opposite of what you should do – but it’s not always that that clear…
We all make mistakes, but this is how we improve. The key is to avoid the easily ‘avoidable’ ones. But when/if you do make a ‘faux pas‘- put your hands up and admit it and let everyone know how you’re going to do it differently in the future… we’re only human after all. So…be human!
The common mistakes I see when organisations are just starting out using Social Media is that they continue to ‘push’ their ‘marketing message’ through the numerous social media platforms in a similar fashion to a direct mail campaign! Now, although organisations are wanting to achieve more sales, attract new customers or increase awareness etc., what works (I mean used to work) in print based campaigns (blasting out your message on mass) won’t work with social media.
There are now, and have been for some time, companies, organisations – marketers – that are trying to ‘bend the rules’ or ‘speed up the return’ if you like by trying to get people to place ads within their postings (e.g. within their twitter feeds) in the hope that it will look like a form of endorsement…! Is this right? Would you take notice of an ad from a friend in that context?
When taking your marketing message online you have to build trust all over again and you do that by building relationships which in turn begins by offering up something of use to the people at the other end. Something useful might be informative, or it might be by providing a customer with a chance to give you feedback, it might mean pointing them to something else that could be useful to them – even if you haven’t written it!
Remember, social media is not a “marketing channel” it’s a “relationship channel” and we need to start re-thinking ROI so that it changes from Return on Investment to Return on Involvement…
So how involved are you with your customers? Are you still pushing a message or are you re-thinking the status quo?
As always, happy to be challenged and educated 
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