Social media marketing is like home repair: everyone sees themselves as an expert – until they learn the hard way they are not.
Even companies that work with social media personalities all day are mistaken. Mediakix points out that many influential marketing agencies who should be prominent content strategists, are stuck on interested and cumbersome content. But while about half users will no longer follow brands that display irritating content, the greatest danger is actually poorly thought-out content that spreads.
We are only in April, but the first quarter of 2019 has more than its share of snafus in social media. The following three offer valuable lessons to all "experts":
1. Recommended reading by Ryanair
Last March British Airways accidentally landed on an airplane ] Edinburgh instead of Düsseldorf . Ryanair, sensing the opportunity to have a little fun, tweeted a photo of the book "Geography for Dummies" on behalf of the BA. The friendly match should have made Ryanair like his audience – but on the contrary, the Twitterverse retaliated .
Users quickly started harassing Ryanair with their own messages. A user suggested that Ryanair read "Customer Service for Dummies". Another remarked that he would rather take a BA flight to the wrong city than a Ryanair flight to the right.
The root of Ryanair's mistake? A misunderstanding, at least temporarily, about the public's perception of the low-cost airline. As a younger and less well-established carrier, Ryanair simply did not have the weight to take over from British Airways.
2. The unfiltered life of Elon Musk
Elon Musk could as well place his face under the logos Tesla and SpaceX. Her personal brand is so closely tied to both futuristic companies that her informal tweets inspire a host of articles every week. The Tesla and SpaceX brand managers have to live in a state of constant anxiety, wondering what Musk will say next.
Frankly, their fears are justified. In March, the SEC asked a federal judge to try Musk for contempt of court because he had not obtained the prior approval of his Tweets about Tesla after a judge has announced it. him from. Musk did not back down, though. Instead, he defended his use of social media calling the SEC's application a "radical reinterpretation" of the judge's order.
The CEO of Tesla can argue anything he wants, but his tweets have already cost him his ] title of president and 20 million dollars in cash. Although his accounts on social networks have helped the Tesla brand to grow, these same accounts harm society when Musk does not use a filter.
Brands (and leaders who may as well be brands) must reconcile personality and caution online. Opportunities to participate in the public discourse pass quickly, so no company can afford to hold a meeting Wednesday about a position for Friday. That said, impromptu publications can do a lot of damage in just a few minutes.
Marketo advises brands to create a guide on social media to prepare quick answers. Nobody can predict the future. But with clear boundaries around what's acceptable, brands can create engaging content without worrying about crossing the line.
3. The Confusion in the Names of Marco Rubio
Social Media and Politics Mix Like Fire and Essence. The smallest messages often become the most important stories and critics constantly find opportunities to argue. President Trump's Twitter account is perhaps the most notorious social media channel in the world, but Marco Rubio has recently increased his notoriety online – for the wrong reason ] .
Last month, Venezuela suffered a serious blackout. Rubio tweeted his critics, but he missed some important details. His tweet was saying, "Today, a new transformer explosion at the German dam in the state of Bolivar has caused a new blackout of electricity." Unfortunately for him, Bolívar did not no German dam.
What was Rubio referring to? The person who told the story of Venezuela has an unusual name: Germán Dam. Rubio received more than his share of taunts for his mistake – including from the reporter who personally corrected him.
Politicians, like brands, live in the public eye. Everything they do on social media is subject to review. If they want to be taken seriously, they can not afford to make rookie mistakes. Brands and social media makers need to do their due diligence before tweeting about an event or person who has a tendency in the news. Usually, a Google search of five seconds is enough to demystify a story in the form of false information or to check the names of the people involved.
Brands should pay more attention on social media, but many in 2019 will not do it. At the same time next year, hundreds of other businesses will be in the social media category. It's an old tip, but it's more true than ever: take a break, think, Google, then think a little harder before posting.