A presentation that I gave at Search Engine Strategies Toronto about the 7 Biggest Mistakes that Companies Make in Social Media. Mistake #1 - Focus on Numbers Sure, numbers matter - I'm even a bit of a quant-junkie. The problem is that companies get too caught up in collecting people - the # of fans on their facebook fan page, the # of twitter followers, getting traffic from the elusive first page of Digg. The problem with focusing on these numbers is that it focuses only on a part of the equation - reach. The equation for success is reach x influence with influence being the quality metric. I'd take one passionate brand enthusiast over 1000 followers who are unengaged any day. Mistake #2 - Hijaking Conversations Join the conversation. Seems simple. People nod. Act like they get it. Then, they invariably try to turn the conversation to being about them. Join means participate actively. The Conversation means the conversation that is actually happening, NOT what you want the conversation to be about (which is probably your brand). Don't be the annoying guy at a cocktail party who always tries to turn the conversation to be about himself. Nobody likes that guy. Join in and participate in what people are talking about - even if it isn't all about you. Mistake #3 - Spamming See my previous post on social spam. Don't be a spammer. Use social media channels correctly. If it is a message individually directed towards me send a DM. If it is a public message post it publicly. Always ask permission to market at people. Mistake #4 - Irrelevance Don't pitch bloggers or reach out to people on twitter who are obviously NOT interested in you. The key to social media is to find the people who are already interested in you and find ways to engage them. Getting an irrelevant pitch is annoying, and can result in blogger backlash. Find the right audience that your product is actually relevant to and start by engaging with them. You may have less reach than if you hit up "the big guys" but you'll have passionate people talking about you. Mistake #5 - Boring Remember, people don't really inherently care about your product and what you do. They care about a problem and solution to the problem. A blog about the silly things you do at the office or the history of your organization is probably not really that interesting for very many people (except for the people who work with you and maybe a few others). Instead, focus your social media efforts on providing legitimately valuable content. What are people actually interested in that pertains to your product? Mistake #6 - Not Being Committed Social media is a relationship - not a one night stand. Social media doesn't begin and end with your advertising campaigns - it is a relationship that you build with your audience that continues over time. People will expect you to be present. Set clear expectations - it is ok if you are a small organization and are only going to be online during certain times. Communicate it clearly. If you're account isn't active let people know. It's like posting the opening hours on your business - people won't be upset if you are closed if you communicate clearly and are consistent. Mistake #7 - Not Playing Nice Play nice. Always be gracious - even if people make you mad. It can be tough figuring out how to respond - especially if you feel attacked. Be nice, be transparent, be kind, be courteous. Don't be like Ryan Air. What do you think? Any other mistakes I missed? Do you see companies doing this stuff?

1. 7 Mistakes
Companies Make in
Social Media
Krista Neher
@kristaneher
www.themarketess.com
www.bootcampdigital.com
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

2. 1. Focus on
Numbers
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

3. All Traffic is NOT
created equal
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

4. 1 Passionate Follower
is worth more than
100,000 Followers
who don’t care
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

5. 2. Hijacking
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

6. Krista Neher - CEO
krista@BootCampDigital
@kristaneher

7. Join the
Conversation
My comments section is
not your billboard.
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

8. 3. Spamming
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

10. 4. Irrelevance
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

11. Krista Neher - CEO
krista@BootCampDigital
@kristaneher

12. Krista Neher - CEO
krista@BootCampDigital
@kristaneher

13. 5. Boring
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

14. J&J Cause based
Almost no
comments
Not particularly
relevant
Post weekly
Lack of
Community

15. Molson
Content adds no
value
No clear
community
No Consistent
content
No comments

16. 6. Not Being
Committed
Social Media is a relationship, not a
one night stand
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

17. Response Required

18. Macy’s – Lack of Commitment

19. 7. Not Playing Nice
Krista Neher - CEO
krista@BootCampDigital
@kristaneher

20. Not Playing Nice - RyanAir
 "It is Ryanair policy not to waste time and energy in
corresponding with idiot bloggers and Ryanair can confirm
that it won't be happening again," it told The Times.
 "Lunatic bloggers can have the blog sphere all to themselves
as our people are far too busy driving down the cost of air
travel".

21. Not Playing Nice - Transparency

22. Let’s Connect
Krista Neher
@Kristaneher
krista@bootcampdigital.com
513-702-7929