How To: Kill A Brand With Social Media

Posted on May 14, 2009. Filed under: Facebook, Marketing, Social Media, twitter | Tags: , , , , , |

Brand_AxeSocial Media is the new darling of many brands, the silver bullet that will fix all ills. While some brands have made major in roads in discovering a new method of expanding their ability to reach their customers and potential customers some have quite obviously become so over enamoured with Social Media that they have forgotten the basics of managing a brand.

Lack of Alignment

While most Twitter users are aware of the amazing job that Frank Eliason has done for ComCast on Twitter, acting as a one person rescue squad for their customer service issues, the rest of the brand has not aligned with this new way of doing business. A quick search on google for customer service at ComCast continues to result in many more horror stories than it does in success stories. Why? Because having one or two people creating a good impression on one platform is not enough. If there is no brand alignment behind the philosophy of listening and responding then all of the Social Media efforts in the world will not turn a brand around.

A search on Facebook brings equally crushing results, of the first ten (page one), one is fairly obscurely related to ComCast, Six are Anti-ComCast groups, One is a fan page for ComCast technology, one is a fan page for ComCast Interactive Capital and one appears to be a group for past employees.

Twitter is Not Social Media

As popular as Twitter is, it still only has a 5% penetration, being on Twitter, even if you do it well is not a Social Media Strategy. Twitter is at best a small part of an overarching strategy that includes not only the tool set, comprising tools like Twitter, Facebook, Flickr, YouTube etc but also the internal education and alignment that ensures these tools are part of a much broader “Social” focus within the organization.

Brands like Zappo’s aren’t good at things like Twitter and Facebook because they have some awesome marketing department working 24/7 to provide thrilling content. They are good at Social Media because their stated aim is to be the best service company in the world, they just happen to sell clothing and footwear. When you start with a socially focused goal like that, it’s hard not to be a success in Social Media.

Which brands do you think have focused too much on the platform and not enough on the philosophy?

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