9 COMMON MISTAKEScompanies make on social media

1. NOT KNOWING THEIR BRAND

“The reaso we eist is to...”“We ae diffeent fo othebrands because...”

Knowing what your brand meansyou can explain it in one shortsentence.

It's the basis upon which you willchoose your platforms, your toneof voice, and build your content. It brings consistency

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 wantyour audience to perform once you've reached them

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 becausebrands don't spend enough time defining their audience charcteristics & behaviours

4. SHINY NEW OBJECT SYNDROME

Excellent articleby Andrew GrinakerFrom The Drum

A new technology or a new platform has emerged and all themedia are talking about it. It grabs all the attention from topmanagers 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?

5. THINK SOCIAL MEDIA WILL SOLVE

CORE BUSINESS ISSUES

Social Media is like an

amplifier :

If your employees provide badcustomer service, more peoplewill be able to see it and tell howbad it is

6. NO BUDGET FOR ADS & CONTENT

CONTEXTGood content doesn't come for freeBrands must now pay to reach their audience

WHAT TO DOMake sure your budget is well balanced between

- content creation- paid reach

Check your cost per lead

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

8. NOT LISTENING

Social Media is a two way mediumbut some brands seem to treat itthe same way than traditionnalmedia broadcast. Consumers who have an interestfor brands on Social Media see aquicker way to be heard and find asolution to their problems.

LISTEN | ENGAGE | REACT | AMPLIFY

9. WORKING IN SILOS

The Social Media presence of some brands is the reflection of theirmatrix 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

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Thomas DelaitreRonin Brand Strategist@Tom_DelWww.linkedin.com/in/thomasdelaitre