Hey guys, i was just reading this story about a guy called Abhimanyu a warrior who got killed inside a seven-tier spiral formation of the opponent because he could only enter it and didnt know how to exit!!
(Refer to the holy book of mahabharatha for more info)
Perfect example of the saying “Half-knowledge is more dangerous than ignorance”! 😛
Well i feel social media campaigns which many of the companies are now starting out with are quite similar to this, its like they know to enter but then they get lost in the maze and ultimately get killed, killed as in the campaign fails and the marketing manager gets the pink slip! 😛
We all see numerous examples of campaign failures, companies set up facebook pages and twitter accounts but both are empty, customer’s questions on fb pages are unanswered, contests are conducted but prizes are not delivered, etc. All this leads to a severe backlash in the virtual space and ultimately effects your brand big time!
The social media space is like the spiral itself , below i will show how:
Layer 1: We enter the social media space, set up a FB page, twitter account, pintrest, blogs, youtube vids, rss feed, blah ,blah! you get the drift right…
Layer 2: We use analytics and measure your campagin on the no. of likes, comments, time spent, visitors, fans, subscribers, mentions,etc and all the jazzy reports we see and get impressed!
Layer 3: Start using social media management tools to integrate the campaign and manage it from a single source! How COOOL! 😛
Layer 4: We start wondering about the ROI of the campaign and its effectiveness! The company sales are declining but the FB likes are growing! omg! what should i do! how is it possible!
This is the point where we have entered the inner most circle of the spiral, are totally confused and no doubt we will end up getting killed!
So how do we get out of the mess??? We know how to enter but not to exit, just like Abhimanyu.
A simple way of avoid all this hassle is to follow what I have christened “The Social Model”. In this model you simply answer the following 3 basic questions before even stepping foot on the social media landscape. Its a very effective way to succed in this confusing land i feel!
Question 1: Do i really need to enter social media?
Question 2: Why do i need a social media campaign? Increase sales/branding/customers/what???!!
Question 3:On what parameters will i judge the success of the campaign? what metrics am i going to use? what are my KPIs?
By asking these three questions what you are doing is laying a clear path of what your company is expecting out of the campaign and how it will go about it and what are the judging parameters. This deliver a clarity in the system which till now was quite haphazard and hazzy to a lot of people.
The first question is related to your overall corporate strategy, the second one is related to your marketing strategy and the third is to define the holy grail ROI!!
Hope it helps! 🙂