Social Media: Why Most Companies Are Doing it Wrong

Kate chuckled as she repeated the reporter’s question: “Do we have a social media strategy? Of course we do! To get as many Facebook likes as humanly possible!”

Photo Credit: Social Media Explorer

Photo Credit: Social Media Explorer

Social media has been the next big thing for several years. And now brands just like Kate’s are increasingly throwing lots and lots of money at it. And why not? It’s become quite popular.

Unfortunately though, most of their investment is going down the drain. Why? Because many brands treat social media like a shiny new toy:  it’s different, fun to play with, and most importantly, everyone else has one.

But the problem is that social media rarely has any strategy or business purpose behind it. (Hint: getting as many Facebook likes as humanly possible is not a social media strategy!) As a result, social media typically benefits nothing more than corporate vanity.

In many ways, social media has become the latest status symbol for brands. Seemingly obsessed with their mission to achieve social media success, brands continually try to outdo their competitors and maintain their social media “top dog” position.   READ MORE