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7/31/2019 Seven Deadly Sins of Social Media Marketing
1/12
7/31/2019 Seven Deadly Sins of Social Media Marketing
2/12
Warnings
At Argyle, we base a lot of our product development de-cisions on our ability to put ourselves in the clients shoes.
The better we can understand their problems, workow,
aspirations, etc., the better we can build a product that
suits their needs.
Through the course of these client interactions, we often
hear that its hard for social media marketers to nd time
to think strategically about social media marketing. The
typical reason cited is that theyre just so busy engaging!
We call this tetheringmarketers get so glued to the re-
al-time stream and never step away to look at the bigger
picture. Its hard to keep your eyes on your feet and the
horizon at the same time, after all. Altimeter
Group Analyst Jeremiah Owyang calls this
phenomenon the social media helpdesk,
which is a great way to describe the result.
If you get overwhelmed with customer in-
quires and become exclusively reactive, youre ocially
customer support.
Your job as a social media marketer is not to respond to
every tweet and comment you get. Your job is to drive
business outcomes Awareness, Trial, Churn, Hit Rate,
Customer Satisfaction, and Loyalty. If youre being swept
away by the stream but dont know how your eorts are
aecting your organizations bottom line, swim to the
nearest bank.
Repenting
Worry not! With a willing heart (and the right social me-dia tools), repentance is at hand. First, make sure youre
using an enterprise-class social media management sys-
tem with a social inbox. A good social inbox will save all
interactions from customers and prospects so that you
can return to your desk and slog through them on your
schedule. Throw in email notications for particularly
high-sensitivity keywords and youll be on top of things
but still able to take a step back.
Once you have the tools lined up, its all about breathing.
In... out... in... out. Now please, put down that TweetDeck.
Recommended Reading
The Two Career Paths of the Corporate Social Strategist
A groundbreaking report by The Altimeter Group out-
lining how to keep your career - and your companys
social presence - from becoming the social media
help desk.
Tethering 1
emiah Owyang:
at a dreamboat!
http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/7/31/2019 Seven Deadly Sins of Social Media Marketing
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A Cautionary Madlib:
Oh snap!Kenneth Cole Nestle
Pizza Hut Your Company
...was D-U-M dumb when they...
published that tweet deleted that comment
pissed oa customer that thing you did...
with100k followers
It proved beyond all doubt that they...
dont understand social media.
ARE TOO BUSY ENGAGING!
dont like their customers.
dont eat their vegetables.
dont eat their customers.
Admit it - youve pointed and laughed just like the rest of
us, delighted with schadenfreude as an iconic brand gets
scorched by the social media judge and jury.
And having tempted fate just like the rest of us, what
have you done to make sure that your company isnt the
next laughing stock?
The marketers that work for these very large brands are,
for the most part, educated, smart professionals with
only the best intentions. Sometimes mistakes just hap-
pen, often as a function of systems. Someone makes an
honest mistake or a snap decision, there arent any busi-
ness controls or feedback loops to provide oversight or
corrective actions, and the simple mistake snowballs intoa PR-pocalypse-ageddon. Other times, companies suf-
fer foot-in-the-mouth encounters simply because the
expectations for employees werent set to begin with.
This is the same reason we teach children that burners
on stoves are hot. Without a little heads up, its easy to
get burned.
According to Jeremiah Owyangs recent study, Social
readiness: how advanced companies prepare, approxi-
mately 76% of social media crises over the past 10
years could have been lessened or completed avoided.
How, you might ask? Plan for success from the start.
Tempting Fate 2
http://www.ickr.com/photos/jeremiah_owyang/6098563294/
http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-preparehttp://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-preparehttp://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-preparehttp://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-preparehttp://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare7/31/2019 Seven Deadly Sins of Social Media Marketing
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Repenting
A social media marketing policy is an easy way to address
the tempting fate problem. A simple set of guidelines
will help prevent mistakes, ensure consistency across
your team, and set expectations for what needs to hap-
pen in the event of a mistake.
One of our clients Raleigh, NC-based digital market-
ing agency Capstrat has a pretty simple social media
policy: Dont be stupid. Other organizations set up very
detailed policies and build complex approval workows
for their social content. The right answer for your organi-
zation is probably somewhere in the middle.
An ideal social media marketing policy will clarify:
t Content guidelines
t Roles and responsibilities for your team
t Escalation paths for sales, support, legal, etc.
t Contingencies in the event of a snafu
Recommended Reading
Example Social Media Policies From Over 100
Organizations The largest online database of
social media policies from companies,
governments, non-prots.
7/31/2019 Seven Deadly Sins of Social Media Marketing
5/12
Warning Signs
Rome wasnt built in a day. And it certainly wasnt builtby sharing a blog entry about what someone else had
built. Yet so many social media marketers seem content
to retweet other peoples content exclusively, day in and
day out.
Curating is incredibly important and a perfectly reason-
able strategy for building a follower base especially if
youre able to consistently unearth unique, helpful nug-
gets: the smart content reects on you and you earn a bit
of goodwill as the conduit. Some purists might make the
completely reasonable argument that curating is in fact
an act of creation.
Unfortunately, too many social media marketers spend
all their time curating content and never stop to create
their own. A recent study we conductednds that market-ers who fall into this trap are signicantly less successful
at driving revenue from their social posts than marketers
who have a more balanced posting strategy.
Which makes sense. When creating your own content
you have an opportunity to dierentiate your brand, and
youre creating a lasting asset that accrues value via in-
bound links and SEO. And, youre getting people to your
website! If you want readers to convert, they re going to
have to get to your website rst.
Repenting
Think about the time that you spend reading and sharing
other peoples stuevery day. Now cut that time in half
and spend the balance on creating new content for your
business every day.
Recommended Reading
New Research Finds the Curation versus Creation
Sweet SpotArgyle Social original research posted on
Jay Baers Convince & Convert that provides data to
help you determine your optimal content mix.
Content Creators In The Squared CircleMatt Ridings
makes an impassioned case for the value of the
content creator.
Over-Curating 3
http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/http://www.techguerilla.com/content-creators-in-the-squared-circlehttp://www.techguerilla.com/content-creators-in-the-squared-circlehttp://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/7/31/2019 Seven Deadly Sins of Social Media Marketing
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Warning Signs
In God we trust, all others bring data.
You will often nd this quote attributed to
W. Edwards Deming, the great American
business philosopher. Ironically, there is no
data conrming Deming ever said this.
Many social media marketers believe that social media
the global, always-on cocktail party that we all know
and love is something utterly new. Something that
dees measurement. They arent entirely sure why this
is, but theyre pretty sure it has something to do with
all the kittens.
Well its not. And were not saying that because we dont
love kittens. (Were fairly sure its corporate suicide to de-
clare that you dont like kittens, so let us be very clear on
that point.)
The truth is, social media is measurable. There is data out
there that can show you whether your programs are real-
ly moving the needle for your business. It can be tricky to
make sense of it, however: the core diculty is that social
media marketing is actually one discipline that combinesaspects of three tried-and-true marketing techniques:
t Brand Marketing
Some marketing is purely to raise awareness of a
brand, product, or topic. Ads in this category dont
contain a strong call to action and are measured
based on their impact on consumer awareness. This
is very common within TV, radio, print, and some
forms of online display advertising.
t Direct Marketing
The goal of direct marketing is to cause as many
potential customers possible to take a certain direct
action, which is always mapped directly onto the
sales funnel. Ads have a strong call-to-action and/
or oer. Direct marketing is measured based on its
ability to drive sales, and its commonly practiced
using snail mail, paid search, & display re-marketing.
t Market Research / Customer Service
Unlike the other two functions above, the goal
of market research isnt to push information on a
potential consumer. Rather, the goal is to extract
data from potential consumers to make use of it
within an organization. This data is used either to
better serve an existing customer (customer service)
or learn more about consumer preferences for use
in product development (market research).
Expert marketers know how to do all three of the above
things. Brand marketing has been around since the
dawn of time and modern measurement techniques
originated alongside television in the 1950s. Direct mar-
keting was pioneered in the 1970s alongside the rise ofbusiness computing. And so on.
Social media marketing is marketing. And thus social
media marketing isnt something to believe but instead
something that marketers can prove.
Believing 4
W. Edwards
Deming: almost
as dreamy as
emiah Owyang
http://en.wikipedia.org/wiki/W._Edwards_Deming#Quotations_and_conceptshttp://twitter.com/#!/search/kittenshttp://twitter.com/#!/search/kittenshttp://twitter.com/#!/search/kittenshttp://en.wikipedia.org/wiki/W._Edwards_Deming#Quotations_and_concepts7/31/2019 Seven Deadly Sins of Social Media Marketing
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Repenting
Being an analytics ninja is hard when you have to mea-
sure a single type of data. It can be overwhelming if
youre staring the full complexity of social media in the
face. But dont despair: there are resources, tools, and ex-
perts aplenty to get you where you need to go.
Start by dening your social strategy. What are the busi-
ness outcomes you want to drive with your social pres-
ence? What metrics will you use to evaluate your prog-
ress? If you dont start with these fundamental building
blocks, all roads lead nowhere.
Social media listening platforms are excellent at measur-
ing brand mentions and share-of-voice critical mea-
surements in brand advertising. Use a social conversion-
tracking tool to measure your social conversion funnel.
And use social CRM to integrate your social presence to
your customer base.
Required Reading
Argyle Social ROI White PaperArgyles white paper on
social ROI is the gold standard for social media market-
ers that are serious about social as a direct marketing
channel and driving real sales.
The Limits of Online InuenceThis wonderful piece by
Tom Webster talks about how only measuring the top
of the funnel can get you in trouble in social the
conversion rates from awareness to retweet to pur-
chase can be innitesimal.
http://argylesocial.com/landing/social-media-attribution-whitepaperhttp://brandsavant.com/the-limits-of-online-influence/http://brandsavant.com/the-limits-of-online-influence/http://brandsavant.com/the-limits-of-online-influence/http://brandsavant.com/the-limits-of-online-influence/http://argylesocial.com/landing/social-media-attribution-whitepaper7/31/2019 Seven Deadly Sins of Social Media Marketing
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Warning Signs
Simple metrics never lie. A click is a click(is a click). Follow-ers, retweets, replies, fans, likes, comments you know
exactly what each of these metrics mean. You know what
it means when your follower count goes from 13,700 to
15,400 in a month, and you certainly know what it means
when your replies goes from 150 on Thursday to 900 on
Friday (a long weekend!).
But what is a Klout score? How do you calculate it? What
is a reach of 75 or engagement of 30? If your reach is
down 15% month-on-month, what should you do?
The social media world has fallen in love with composite
metrics. Calculated by smart people with big computers,
they lend your social dashboard a sense of weightiness.
And, as long as the trend line points up and to the right,
no one ever seems too interested in actually digging into
the details.1
However, this is not good marketing practice, and it
wont drive long-term value for your company. Tom Web-
ster says it best in his post on the topic:
a given metric is meaningless until you canprove that it isnt. Just because you can mea-
sure something doesnt mean it has any ties to
the metrics that matter for your organization:
Awareness, Trial, Churn, Hit Rate, Customer
Satisfaction, Loyalty.
We couldnt have said it better ourselves.
Repenting
Start from the bottom: what are the metrics that matter?If youre focusing on quickly breaking into a large market
and snapping up customers with a low-end price-point,
the metrics that matter to you are Awareness and Trial. If
youre in a mature market with entrenched competitors,
your metrics are Satisfaction and Loyalty.
Once youve identied these metrics, build upwards.
Is your vendors measure of reach a reliable proxy for
Awareness? Is engagement a reliable proxy for Loyalty?
The only way to answer these questions is via good old-
fashioned market research.
Fortunately, its more fun than it sounds, especially when
you include free-response questions on your surveys.
Consumers say the darndest things.
Required Reading
On InuenceTom Webster recounting a per fect ex-
ample of why oft-measured social media metrics dont
translate into the bottom-line results youre looking to
achieve with your campaign.
Derivative Measures in Social Media Tom Webster
delivers the foundational wisdom on composite
metrics and encourages marketers to do the work to
determine what matters for their brand.
Abusing Composite
Metrics
5
1. 83% of social media marketers will believe any graph that goes up and to the right, up from 79% last month!
http://www.socialmediaexplorer.com/digital-marketing/on-influence/http://www.socialmediaexplorer.com/digital-marketing/on-influence/http://www.socialmediaexplorer.com/digital-marketing/on-influence/http://www.socialmediaexplorer.com/digital-marketing/on-influence/7/31/2019 Seven Deadly Sins of Social Media Marketing
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Warning Signs
Often the rst step of bringing a brand onto the socialscene is by creating branded social media properties.
And thats good. Whats downright sinful is that this is of-
ten where the account creation process stops. Posting all
social content from branded social properties is what we
call hiding behind your brand, and its all too common.
Heres the problem. Trust is a hard-wired aspect of hu-
man brains. We subconsciously assign levels of trust to
every source of information we ever receive, whether its
from a person, news source, ad, or alien invasion reports
on AM radio. And it shouldnt surprise you to learn that
people dont trust brands people trust people.
If you pause and think about it for a second, that makes
complete sense. Brands have a very clear ulterior motive:
they want something from you. A purchase, a trial, a posi-
tive mention - always something. As such, information
coming from branded social properties has a very dier-
ent trust prole than non-branded personal accounts.
If your brands only voices are @brandname and face-
book.com/brandname, every one of your posts is getting
a trust haircut the equivalent of a subconscious eye-
roll. Dont let that happen.
Repenting
Uhsohow the heck am I supposed to x that? Dontworry there are straightforward, above-board ways to
combat the trust haircut. Before you go down that path,
however, evaluate the content that youre publishing on
your branded social properties. Is cultivating trust one of
your main goals? Are you honest about your products
limitations? Do you link to reviews that arent always
100% positive? Do you deal with criticism honestly?
These are characteristics of a trustworthy brand.
Once you make sure that youre doing what you need to
do to cultivate trust on your branded properties, youre
ready to move on to step #2: establishing non-branded
properties. What exactly does this mean? Amber Naslund
(@AmberCadabra), the VP of Social Strategy for Radian6,
is a great example.
Amber has a signicant following on Twitter, and while
she doesnt use this following to actively promote her
product, her public presence and employment at Ra-
dian6 clearly promotes trust in the brand. While you ob-
viously wont become Amber overnight, make sure that
youre investing time and attention at developing non-
branded social accounts to build trust.
Hiding behind
your brand
6
http://en.wikipedia.org/wiki/The_War_of_the_Worlds_(radio_drama)http://en.wikipedia.org/wiki/The_War_of_the_Worlds_(radio_drama)http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/http://en.wikipedia.org/wiki/The_War_of_the_Worlds_(radio_drama)http://en.wikipedia.org/wiki/The_War_of_the_Worlds_(radio_drama)7/31/2019 Seven Deadly Sins of Social Media Marketing
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Taking this approach to the next level, Zappos is about associally open as you can get. Take a look at some of the
required reading links below to learn more. Complete
openness has serious customer perception benets, but
beware: this level of openness isnt for every company.
Think hard before opening the oodgates.
Required Reading
Zappos Shows How Social Media Is DoneZappos has
had an inclusive social policy longer than anyone in
the business. This case study is from 2008!
twitter.zappos.comEvery tweet from every Zapponian,
located on the zappos.com domain. Is your company
ready to take that step?
http://www.readwriteweb.com/archives/zappos_twitter.phphttp://twitter.zappos.com/employee_tweetshttp://twitter.zappos.com/employee_tweetshttp://www.readwriteweb.com/archives/zappos_twitter.php7/31/2019 Seven Deadly Sins of Social Media Marketing
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Warning Signs
If your organization is breaking into a new marketingchannel, it makes sense to assign this initiative to a per-
son or small team. New to search engine marketing? Pull
a team together, have them build a plan, review it with
the group, and have them go o and execute the plan.
Simple, right?
Unfortunately, social just doesnt work like that. Social
works best when integrated throughout your organiza-
tion. As Warren Whitlock says, Asking who should be do-
ing social media is like asking who should have a phone
on their desk. Assume everyone is on social media.
Why? The answer relates directly to Sin #6 above. People
want to connect with people, not companies. And they
want to connect with someone who can directly address
their message, not to someone with a long list of planned
auto-responses designed to pacify, rather than solve.
If your social media team is tasked with replying to all
inbound messages, your messaging will not achieve this
goal. While you may know your product, you dont know
it like your product managers do. And while you may
recognize a good PR opportunity, you cant pull the ap-
propriate resources together as eectively as the PR folks.
You dont have all the recruiting answers for job-seekers,
or customer support answers for troubleshooters.
No small team can be experts in all functions of the en-
terprise. So dont try to be. Social media shouldnt be the
purview of a select few. It should be an integral part of
the entire company.
Repenting
Eectively integrating social into your organization re-quires planning, buy-in, and technology. Start out by list-
ing all of the types of interactions that you get on your
social properties, as well as all of those that you could po-
tentially get moving forwards. Create a response strategy
for each. In each response strategy, focus on who within
your organization is best suited to respond customer
support, HR, product, etc.
Make sure you have tools in place to route messages ac-
cordingly. Your listening platform should have the option
to route posts and create queues so that the social me-
dia team can function as a switchboard rather than a call
center.
And make sure that the social roadmap gets both execu-
tive and sta buy-in. Without broad-based support, ex-
ecutives wont prioritize social and sta wont become
public advocates.
Required Reading
The Five Ways Companies Organize for Social Business
This piece by the Altimeter Group is the most oft-citedthinking on the topic of crafting the social organiza-
tion. Owyang proposes several possible models of
integration and discusses the pros and cons of each.
Social Media Management 101 Cardinal Roles, Man-
agement Roles, and basic Social Business organiza-
tional structureOlivier Blanchard outlines why social is
a cross-functional competency and not ultimately the
purview of a single department in this canonical post.
Going Solo 7
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://thebrandbuilder.wordpress.com/2010/09/15/social-media-management-101-%E2%80%93-cardinal-roles-management-roles-and-basic-social-business-organizational-structure-%E2%80%93-part-2/http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/7/31/2019 Seven Deadly Sins of Social Media Marketing
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http://argylesocial.com/