As kids we are warned to beware of peer pressure and how to fight the temptation to go along with the crowd. As adults in the business world you would think that we would be immune to this type of childish behavior.
Social media is the biggest example of how the playground has entered the boardroom. Right now there are many companies who have jumped on the social media bandwagon with absolutely no strategy or without even knowing why they are there.
A recent article I read http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=130720&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=social%20media%20as%20half%2Dassed&page_number=0#comments talks about a survey by Digital Brand Expressions show that of 100 companies of varying size (from 50-1000 employees) 78% said their companies were using social media but only 41% said they had a strategy. Of this group 88% agreed that a social strategy was necessary but they hadn’t gotten around to planning yet.
My guess for these findings is cost. No executive would for example spend $1 million dollar or even $1 dollar on buying any form of advertising in print, TV or radio without a reason or strategy. They would want to see demographics and justification on why this would work and expect to see how this spending will result is tangible sales.
I hear this over and over, social media is FREE. Why use an agency, we have staff let them build a facebook and twitter. Because there is no one to account to for spending companies feel it’s ok to start and see where it goes.
They don’t recognize the power of word of mouth advertising or the danger it can present to your brand if not done properly. Social media needs to be classified like all other marketing and communications efforts done by your company.
The lesson we learned as kids hold true today. Look before you leap and don’t give into peer pressure.
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