Resources are always limited and let’s face it, marketing always seems pushed to the bottom of the list. Disappointment with social media ROI is almost always a direct result of not investing in the resources necessary to build an internal team just for social media success.
Sometimes the issue is not being able to clearly identify and target customers. A company may be successful in their niche but identifying and finding customers can sometimes be a challenge with traditional media channels. Throw in a whole new world of social marketing with its new rules, tools and ever-changing channels, and many business owners toss their hands up in frustration. But the good news is that with the right partner and the right style of storytelling, finding and acquiring new customers is possible.
Social media responsibilities can cross so many boundaries so it’s not uncommon for a company to task marketing, sales, PR, or HR departments with managing the accounts. For non-profits, even development departments can sometimes be the responsible department. It kind of make sense. After all, social media communication is a strange hybrid. It may work, too. For a while.
For other companies they’ve mistakenly viewed the management of their social media accounts as simple enough to pass on to even the most junior of staff. Over the years a long list of interns may have walked through the door, each one tasked with managing a company’s presence online. And while some likely had great success, others may have been poorly organized and off brand or message. And a company never really knows which way it will go – until it’s too late and their streams are a mess and online reviews are in the tank.
The thing is, companies can limp through a few years before realizing that a lack of a true strategy and expertise was wasteful and didn’t represent the high standards of the company brand. Equally disappointing is that this haphazard treatment of these important communications platforms does nothing to build a raving fan base.
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