Brands Struggle With Social Media Proliferation

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Barbara Krafte
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Brands' social media has become the new "junk."  Eventually smart CMO's will figure it out but right now, it's proliferating like bad chain letters with about as much relevance. Until then, I use it very strategically (and selectively).

 

smkinoshita
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@Mitch -- I have unfortunately experienced something like that as well.  Not on quite as large of scale but having to deal with nitpickers and poor management has killed a couple of social media campaigns.

It's the same situation with technology and marketing, period.  How many websites are still being produced today that were designed without a thought placed towards overall strategy? 

Even major brands stumble with websites.  I picked on Tide last year for a horrible website whose first move was to pester me to take a survey before I had browsed a single page.  I took a second visit today and while it's improved a little, it still lacks a real purpose.  If brands still can't develop solid strategies with old online technologies, what hope do they have to master things like social media which require a lot of time and attention?

nasimson
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Multiple brand accounts is a common issue, so is uncoordinated efforts to project company image on social media. In an era where most employees are involved in brand imaging to some extent with their presence on social networks, perhaps it'd be beneficial to make social media usage part of employee orientation and trainings so that all employees are on the same page and in sync with éach other.

Dwhite706
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Re: social media proliferation
Dwhite706   1/16/2012 9:38:15 AM
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The function could be centralized and still remain nymbol.  It take the right leaderhsip and commitment.

Mitch Wagner
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Re: social media proliferation
Mitch Wagner   1/12/2012 11:43:18 AM
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Dwhite706 - If all social media gets funneled through one group, I'd be concerned that social media would become too slow and clumsy. Social media sometimes requires response times in minutes, and I'd be concerned centralization could stretch that out to weeks. 

You hear horror stories about organizations where every tweet needs to be reviewed by a couple of executive VPs, as well as the Public Relations and Legal departments. 

Dwhite706
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Re: social media proliferation
Dwhite706   1/11/2012 2:58:23 PM
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I agree with Alice, I think it does need to funnel through one group.  That is one group that is staffed appropriately.  For a large organization with multiple business units, you would need to have a team, that manages the social media efforts for the unit.  In this way you have focus on each sector, but still have the ability to monitor, respond and react to whats coming in and going out while maintaing as cohesive, consistent brand and tone for all socila media efforts

Mitch Wagner
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AliceAMM - Companies with multiple brands should still have a corporate policy regarding social media and it should all be funneled through one office.

Not necessarily funneled through one office; that one office could become a chokepoint. But there definitely needs to be coordination and consistency, while also tailoring the message to the particular audience for a particular brand. 

I could go on and on about this, but won't bore you.

Sounds interesting, not boring. Feel free to go on! Or even on and on. 

AliceAMM
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Re: social media proliferation
AliceAMM   1/10/2012 2:03:25 PM
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That's there's minimal coordination in the overall online presence in social media seems to show a resistance to recognzing the "real" impact of social media. I see companies coming along as far as creating positions for social media, but there needs to be more.

The risk of not having a common voice across all sites of a company is a recipe for a mess. And I totally agree that a site that isn't getting consistent attention or interaction leaves a very negative impression to those who visit the site. There's an expectation that isn't being met.

Companies with multiple brands should still have a corporate policy regarding social media and it should all be funneled through one office. I could go on and on about this, but won't bore you.

Mitch Wagner
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Ah. Possbily I could have written that more carefully. Speaking of which, thanks for pointing out the typo -- we'll get that fixed. 

infinity
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Evangelist
Re: social media proliferation
infinity   1/9/2012 8:52:04 PM
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I had interpreted it to mean each BRAND had numerous social media accounts. Naturally companies will have social media campaigns for its various brands, and sooner or later those accounts will get abandoned. 

There may have been a zero missing from the $272,00 (sic) figure in the original article.

 

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