Yesterday I stopped by a nearby furniture store to look for something to fill a useless space I have in my family room. This store has a wonderful selection of furniture, but their customer service leaves something to be desired. When I returned home, I looked the store up online hoping for a more pleasant experience and came away even more frustrated.
I know, I may over-analyse things a bit, but I really get annoyed when I see an establishment, an event or an idea with so much potential – wasted by silly marketing mistakes. I mean honestly, why waste your time spending a good deal of money on a website, a brochure or as in the case of the furniture store, a useless social media campaign. When things don’t require the direct output of money, they require time. Why waste time, it’s valuable!
So looking at the store’s website, I saw a badge for Twitter and Facebook. Of course, me being me, I had to check it out. What a poor excuse for a social media campaign!
Using Twitter and Facebook to just blast out tweet after tweet of how awesome you are, your big sale, how awesome you are or your big sale…(that was intentional repetition), I mean honestly.
There is a big difference between traditional media and social media. As soon as you start using them more according to how they’re geared differently, you’ll see changes and maybe even results.
Traditional marketing is more like sales. You can put a message together and present it to the world in a way that you have total control and states exactly what you want (even if you might exaggerate a bit). Sort of like online dating at the stage where you see the pictures or read a profile and that’s it.
New or social media is like online dating to the next level – where you can talk and interact and decide if you want to meet in person. It’s your chance to communicate directly and engage your customers in conversations that might help to form a relationship and a positive impression of you or your company. If this was the dating scenario, would you go on a date with someone who only talked about himself and never asked or answered questions?
Moral of the story: don’t waste your time or efforts on campaigns that will not give you any returns.