C/O Freemindworks

I can’t say all brands fail on social mediums, but I will say a good 90% or more sure do. Social Media Marketing is much different than traditional,  it is not setting up a brand with a Twitter account or Facebook Page and Linkedin Group and now they are ‘using social media’. It is not a set of rules that people need to live by that work under the brand, and it is not necessarily the job of the ‘marketing manager’ to update.It goes beyond the understanding of how to use it and it’s benefit, it needs to be a lifestyle and an obsession. Not necessarily what people tell you about social media is it?

An example I will use is Burton Snowboards. Months ago I saw a big company who is involved in social media. I’d post something and I would get a reply back from one of their social media managers, and a female which made it much more personal. This past month, now that I live in the mountains and all my snowboard gear is Burton – and I mean it from the first layers to the boards, bags etc everything is Burton, I’ve shared images that include their products and gave them shout outs. I have heard nothing from anyone there, no RT no ‘Thanks’ or anything.

So what?

I am one of their many brand ambassadors. An un-paid position yet I’ve spent thousands of dollars on product and will continue to spend. People see me in new gear, they want it, people who like me will want what I have. I should at the very least be praised by Burton because of people like me they can continue to grow, develop new products, sponsor athletes, travel around the world to snowboard and shoot videos and employ a lot of people to do the same.

The point?

If brands are not willing or able or ready to always be part of the conversation they will always fail in social media. With Burton, well there are a TON of snowboard brands out there that I could easily start to buy from and not buy anything else from Burton again. I would then tell everyone else to do so, then when people see me wearing other brands they might do the same thing. Brands need to constantly engage their audience, validate what people say and monitor all the negative and positive feedback posted out there. There is no exception. That is how it is.

I see many brands doing it right, they comment back ‘Hope you had a great time on your visit’ – ‘Let us know if you need anything else’ – it is important.

Final words

Social Media is a medium of 1 to 1 conversations in a large network of millions. In order to tap into those conversations, you need to start having them and keep them going. It takes more than just a set of rules or a script on what to say, it takes having people to live and breathe your brand and social media to make it happen.