This week's post is really just a cool blog that I found on Media Logic.com. I found their latest blog post that discussed some of the brands that have been very successful. I won't bore you with a lot of satistics. I simply encourage you to check out the blog and see if any of your favorite brands are doing well. The data is up to date (relatively) and consists of each brand's Facebook and Twitter (if available) numbers.
The super star in this blog is Walmart. I wrote earlier in a blog about how Walmart's initial Facebook campaign fail. This was mainly due to Walmart trying to portray an image that was confusing to their consumers. However, now, they are using different techniques that focus on social responsibility and old fashioned discounts, and it is working!!! They also made huge investments into managing their social media marketing efforts. They now have 12 Twitter managers!! Of all the companies listed in the blog, Walmart beats all other increases in Facebook fans, and that is an understatement. See for yourself.
This brings me to this week's point. It is very possible to screw up a social media campaign. However, it is also very possible to fix it. One of the beauties of social media marketing is the low cost. This should relieve your fear of any great loss due to an unsuccessful campaign. Here are three steps that I suggest to follow in the event of social media meltdown....
1. Re-analize: Step back and take another look at your company, its image, and your marketing goals.
2. Re-plan: Decide on what platforms suit your goals best, How you are going to use them, and who will be incharge of the campaign (a great campaign manager is key).
3. Hit the ground running: Get your campaign back in action as soon as you can.
Great post, Rob! I think it's very important for marketers to realize that even though the possibility of messing up a social media campaign is there, it is important to also remember that social media is a very flexible and mostly fixable marketing campaign and you can recover from it.
ReplyDeleteI definitely agree with you. The tips you gave at the end of your post are imperative. I think that Walmart understood that they needed to be more focused on its image and goals. It does not surprise me that they hire 12 Twitter managers. They probably also have more or less the same number of managers for Facebook. Those people are all ways connected to the internet so they know how to interact with internet users. You never loose in social media campaign but you learn to re do another one much better and much more effective. That is the case with Walmart. They failed by showing the wrong image but they learned that their real image had to be the same as the one they use in social media, so they did it and according to your statistics they succeeded pretty well and got much more fans.
ReplyDeleteI think that it is wonderful rebounded from their mistake. Even though they messed up before by confusing their customers, their campaign now seems to be working and way better than the first. It is important to have a successful social media campaign because it can grab a lot of attention. Also just because a business messed up the first time doesn't mean they can't fix it later.
ReplyDeleteCool post! The beauty of your second suggestion (having a good campaign monitor) is that there are so many services that can help anyone be better at it. Being able to schedule tweets or posts is an awesome way to stay on top of social media. You're right - the cool thing about social media is that if you mess up it doesn't cost a whole lot to try again!
ReplyDeleteThe aspect of this blog that really shocked me was just how far ahead and successful Walmart has been with their social media marketing campagin. Walmart is a business that has been built around the idea of figuring out the lowest amoung a product can be sold but still yield a product. Social media marketing is very much along those same lines. In a lot of blogs, people have pointed out how inexpensive social media marketing is. This is both a pro and con for a business but the low cost makes it almost a guarenteed pro for anyone trying to reach more customers and a younger audience. Nice blog.
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