How To Tank a Social Media Campaign in 4 Easy Steps

Whether you’re running a social media campaign for your own stuff or for a client, it’s not as easy as it looks. At first glance it seems like a fun little gig with lots of social networking and monitoring the Twitter account. However, there’s so much more to it than that. A successful social media campaign can require a full time effort. There’s a lot of reaching out, a lot of fire fighting and a heck of a lot of maintenance and upkeep. If you’re not entering into it with a professional attitude, the campaign can fail.

Don’t Tell People Where to Find You

It’s not enough to tell everyone to follow you on Twitter or Facebook, you have to let them know how they can do this. I don’t know about you, but I’m not into searching out Twitter handles or Facebook fan pages for people I’m not very well acquainted with. Plus? If you want folks to intuitively follow you, you have to fix it so they jump through as few hoops as possible. When things are difficult, folks don’t want to be bothered. Don’t just say to someone, “hey, follow me on Twitter!” give them a business card, sign or button to press that will get them there.

Set it and Forget it

Ever see a Twitter account, blog or Facebook fan page that hasn’t been updated for months? So many people think social media is something you can set up once and never go back to. Not true. The businesses, brands and individuals with the most successful social media campaigns are those who are a regular social media presence. For many keeping up with social media and all its many tools is a full time job. At the very least it involves a daily time investment.

Don’t Follow Up on Anything

It’s not enough to throw out a question on Twitter or your Facebook fan page. Come back and follow up. Respond to the responses. The people who follow you and your brand care enough to take the time out to participate. They want to know you feel the same way.

Also? Don’t sweep feedback under the rug. Acknowledge it even if it may not be so positive. Make sure folks know that you value their criticism and you will give it every consideration. Don’t minimize a complaint or hope a negative experience will go away. Use it to learn and grow – and let everyone else know you’re using it to learn and grow.

Finally, make sure everyone has a voice, and that you hear it. That can mean saying “thank you” when receiving a compliment or “I’m sorry” when receiving a complaint. The beautiful thing about social media is that you now have an incredible opportunity to learn about your business from the other side. Don’t blow it by ignoring people.

Approach Everything with a Closed Mind

Social media campaigns require an open mind. If you’re not willing to at least experiment with all the tools available to you, you have no business running a social media campaign. If your client or team members have a suggestion regarding a foursquare campaign, don’t turn a deaf ear because you, personally don’t care for foursquare. And if your client wants to hire you to help grow the Facebook page, don’t talk them out of the campaign because you feel Facebook is unsafe. The tools work, and they’re where the people are. If they didn’t work, so many of us wouldn’t be using them. Don’t allow your own personal beliefs to get in the way of your client’s vision. If you don’t know enough about a particular tool, product or service, make it your business to learn. If they don’t interest you, you might not be suited for this profession.


Any items you’d add to this list? What do you think can kill a social media campaign?

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  1. @KimMoldofsky says:

    You are spot on!

  2. davinabrewer says:

    Deb, Love this. I’m always surprised when I find a new blog.. and have to really search for the Twitter or RSS info. The irony of it being someone touting social media practices is not lost on me. Social media won’t do the work for you, I am always saying you can’t “set and forget” it. Agree that you have to follow up and stay open minded, and I’ll add that: You treat everything like a campaign and just sell. Yes it’s social media MARKETING but you have to think beyond that, offer something more to earn those engaged relationships everyone talks about. FWIW.