Being in social networks is not easy, especially if there is no clear guidance from a professional in the field. This causes sound companies to commit large errors, which can cause questions about its reputation, thereby damaging the image of the company. As they say, prevention is better than a cure. Therefore, one should be aware of the dangers of poor management of the online presence of the brand, in order to avoid falling into the major mistakes.
Have no goals to pursue
That is, act with a complete lack of strategy. Each step in Social Media needs a purpose and an intention; it should be aimed at a specific audience. The actions in social networks cannot be left to chance, improvisation often plays tricks and gives the impression of disorientation.
Not having an active presence in social networks
Social media channels are a place open to conversation and discussion. It should not be a sales window or a place from which to launch air messages without stopping to track their impact. Therefore, it is expected that brands are really willing to listen, join the conversation and interact with their audience, and show that they care about their community.
Ignoring user interactions
It is a reality, users are turning to social media as a way to connect with the brand in a direct and effective way. They send a message and expect the company to be there to answer them. Otherwise, their dissatisfaction may increase, having a harmful effect on the degree of trust and brand loyalty. The survey released last week by E-consultancy and CACI shows that only 20% of companies have an adequate strategy to ensure the customer experience.
Reply late and wrong
If anything characterizes social networking is its immediacy. It is a medium that records a flurry of activity, and enables unparalleled speed of response. Hence, it is difficult to understand that the response of the companies involved will never come, or it will come too late. The same study shows that some retailers need more than 11 hours to respond. Only 1 in 5 companies failed to respond within an acceptable time, which is around two hours.
No monitoring of the social conversation
Monitoring and frequency are the key in social media in order to maintaining an online reputation. It is important to know what is said about the brand, both good and bad, find out what requires our attention, what conversation we have included, and what feedback we should take on-board. These screening activities are not reduced only to Twitter, Facebook of similar networks, but also need to dive on blogs, in the intricacies of the forums and search engines looking for mentions of the brand, company, product or service.
Not having a contingency Plan
When generating a negative comment or a problem jumps to light, all alarms are triggered. Regardless of the seriousness of the matter, in the absence of good management, it may become a tragedy for the entire brand. It is very sad to think that 76% of seizures occurred in Social Media could have been avoided. It is therefore desirable to develop a complete documentation package and distribute all components of the organization, so that they can provide the same information, use the same quantitative and drink from the same source, thus avoiding possible inconsistencies and giving an image of unity, strong organization and professionalism.
What other serious errors would you be interesting to include in this list?