In reading a recent blog post by Charlene Li, she stated that she and her colleague Brian Solis have found that most company’s social strategies fail because “as companies evolve their social initiatives, the efforts get disconnected from business goals.” I definitely agree, but I’d like to look at it from an even higher level and what I’ve found is a strategy usually fails if the business isn’t invested in it. Meaning, I’ve spoken to many people who just want to hire the social media consultant to do the work and make them look social. But if the company isn’t ready to embrace social media for all that it is and can be, then the ultimate strategy fails when the consultant goes on to the next engagement.
Five reasons why most social media strategies fail:
- An executive mandate comes down from someone who knows absolutely nothing about marketing. (Do us all a favor and stick to your day job.)
- They want to be social because everyone else is, but they have no idea of what that entails and are too busy to be engaged or bothered to learn.
- They are only interested in the numbers, rather than their reputation. Remember, the value of a fan/follower is only as good as what they bring to your bottom line.
- The social strategy is not aligned to the business goals. Which need to be re-calibrated every six months because business goals change.
- They simply are not ready yet and therefore, not really invested. They don’t understand that social strategy is a two-way street.
Have you experienced this? Do you think your social strategy is successful or dysfunctional? Please share your thoughts in the comments below.