Some of the scariest words in marketing today are “my intern created my social program”. This usually means that a college kid came in and set up a facebook page and a twitter account. They probably did a few postings and tweets, then they went back to school and that was the end of the social media program.
If you are going to use social media you have to understand from the start that this is a commitment of your time, staff or money for an agency. Setting up sites without a strategy is a recipe for disaster.
Last year this is what happened to a South Jersey shore town that has branded itself as a family friendly community. They had an intern set up a facebook page and then it was never monitored or updated. Teens from Philly and those living there found the facebook site and turned it into page after page of foul language and fighting between the two groups. The Philly kids felt they had the right to come to the beach and do what they wanted there. The locals were not bashful in telling them they weren’t welcome in their town.
The town spends a huge amount of money looking to attract tourists. Anyone going to facebook could easily find the page and once they read this war of words I’m sure many were put off by the language and hatred between the two groups. Certainly not the image the town wanted or a way to attract new visitors.
It took months till someone finally pointed it out to the town officials and eventually it was taken off of facebook but no one knows the damage it caused while it was up. If you choose to do a social program it has to be monitored and updated to keep it fresh, answer questions and to make sure there is nothing inappropriate.
Your social program can be a huge benefit to your marketing strategy but not if it’s hijacked by those that don’t have your best interest at heart.
On Friday read how social media was used by kids working at a local retirement facility to show behind the scenes what went on there.
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