Recently I met with a new client who had just fired their social media manager. They were ready to give up on social media and go back to direct mail. In their words, at least we could count on a one to two percent return. In exploring more of their story (which I will share on today’s LinkedIn Lady Show), I learned they were unsuccessful in increasing sales and no significant web or foot traffic resulted from six months of work using Facebook, Twitter and Pinterest.
In this particularly situation I actually knew the social media manager they had been working with and asked the client’s permission to talk to them. From the manager’s perspective, there were no goals ever established and the messaging as directed by the client continually changed. Of particular frustration was the client who in their words “remained stubbornly wedded to the idea that the buy now message to followers and likes was going to result in more sales.”
So what really happened here and how can you avoid it in your own social media efforts? That’s what today’s show is all about. Whether you do it yourself, use a management tool to automate, delegate to someone in your organization or outsource to a professional, the rules are the same.