It's been nearly ten year since web 2.0 and Social Media is by now a must have on a media plan. Yet, some companies are not exploiting Social Media to its full potential or in a relevant way. In this presentation I explain 9 mistakes that I find quite common for companies and how to avoid making them: 1. Not knowing their brand 2. No objective, or wrong objective 3. Not knowing your audience 4. Shiny new object syndrome 5. Think Social Media will solve core business issues 6. No budget for ads & content 7. Think their brand will be at the center of the community 8. Not listening 9. Working in silos You may disagree with this list, and I'd be glad if you did because there's always room for comments and improvement. Feel free to connect with me on Linkedin or Twitter @Tom_Del

1. 9 COMMON MISTAKES
companies make on social media

2. 1. NOT KNOWING THEIR BRAND
“The reaso we eist is to...”
“We ae diffeent fo othe
brands because...”
Knowing what your brand means
you can explain it in one short
sentence.
It's the basis upon which you will
choose your platforms, your tone
of voice, and build your content.
It brings consistency

3. 2. NO OBJECTIVE OR WRONG OBJECTIVE
“We want our brand to be viral”
“We want to create a brand community”
Set your objective by asking yourself what ACTION you want
your audience to perform once you've reached them

4. 3. NOT KNOWING YOUR AUDIENCE
Social media enable brands to target their audience
●
Demographics
●
Behavioural
●
Databases
Unfortunately these targeting options are not always used to their best because
brands don't spend enough time defining their audience charcteristics & behaviours

5. 4. SHINY NEW OBJECT SYNDROME
Excellent article
by Andrew Grinaker
From The Drum
A new technology or a new platform has emerged and all the
media are talking about it. It grabs all the attention from top
managers who forget the fundamentals of their own digital strategy
Before adopting a new platform :
- Is your audience using it, or will it?
- Is it relevant to your brand?
- Is it aligned with your current strategy?
- What are the pros & cons of using it?

6. 5. THINK SOCIAL MEDIA WILL SOLVE
CORE BUSINESS ISSUES
Social Media is like an
amplifier:
If your employees provide bad
customer service, more people
will be able to see it and tell how
bad it is

7. 6. NO BUDGET FOR ADS & CONTENT
CONTEXT
Good content doesn't come for free
Brands must now pay to reach their audience
WHAT TO DO
Make sure your budget is well balanced between
- content creation
- paid reach
Check your cost per lead

8. 7. THINK THEIR BRAND WILL BE AT
THE CENTER OF THE COMMUNITY
“(...)consumers have little interest in the content that
brands churn out. Very few people want it in their feed.
Most view it as clutter - as brand spam.”
Douglas Holt – Harvard Business Review
https://hbr.org/2016/03/branding-in-the-age-of-social-media

9. 8. NOT LISTENING
Social Media is a two way medium
but some brands seem to treat it
the same way than traditionnal
media broadcast.
Consumers who have an interest
for brands on Social Media see a
quicker way to be heard and find a
solution to their problems.
LISTEN | ENGAGE | REACT | AMPLIFY

10. 9. WORKING IN SILOS
The Social Media presence of some brands is the reflection of their
matrix structure.
For consumers, this means a disrupted experience and frustration.
→ Identify your consumer journeys through social media
→ Identify hurdles inherent to your organisation and work around them

11. Ask More Questions
Thomas Delaitre
Ronin Brand Strategist
@Tom_Del
Www.linkedin.com/in/thomasdelaitre