03 December – 3 mistakes businesses make on Social Media

3 mistakes businesses make on Social Media


A friend and past colleague of mine Andrew Moloney recently referred to social media as, “The largest cocktail party in the world,”… and he’s 100% right. Imagine the biggest cocktail party you’ve ever been to. This is what the world of social media looks like. It’s full of people, vibrant personalities, all conversing with each other, sharing ideas, cultures, likes, dislikes, the list goes on.


Now imagine you’re in this cocktail party and there are a handful of individuals shouting at the top of their lungs to nobody in particular things like; “Look what I can do!” “Please speak to me!” or even, “You must listen I have something interesting to say!” You would instantly think that these individuals are crazy! At the very least you’d try to move further away, and you certainly wouldn’t want to listen to them.


This is effectively what a lot of businesses do with their social media. So I’ll take you through the three most common mistakes, from my slightly surreal example, in my opinion, that enterprises make.


1) They don’t understand that it’s a conversation


Like the example above, one of the big mistakes a lot of companies make is to miss the point of social media altogether: it’s a conversation. It’s no good if one party is shouting into the social media ether. That’s an ineffective monologue, and at our cocktail party, you’re more likely to turn people off, with nobody listening to what you have to say.


2) They don’t know how to engage with people


This is a follow-on from number 1, but I feel it justifies its own space. Social media is as much an engagement channel as it is a sales channel. Many companies use social media just to endlessly broadcast promotions and offers, and much like the individuals in our cocktail party example, they find it doesn’t really work because they’re not engaging anybody. Engaging with people is not always about saying something new, compelling or interesting. It’s fundamentally about wanting to interact and to share with others.


3) They don’t utilise their best assets; their employees, influencers, resellers and retailers to get their message heard


Enterprises find that their direct social media network is usually made up of their resellers, employees, retailers, and many ‘influencers’ (consultants, PR, etc), not of actual end-users or buyers. The all-important consumer however tends to sit in the direct social media network of those very resellers, employees or retailers. A big problem that leads to the shouting at the party.


To compound this, very often the vendor is the only group in this chain with the available resources, either financially or human, to actively engage in this type of marketing.


The result of all this is a situation many vendors find themselves in. They can and want to market in this space, but can’t get their message across easily and effectively to the consumer. A waste of time, right? Not so… Wouldn’t it make more sense for the vendor to utilise their existing network of resellers, employees and retailers and other influencers, who already have that direct relationship with the consumer, to broadcast through?


This is called social media syndication/amplification, and it’s something we at purechannelapps™ do, and we do it very well via socialondemand™. But don’t simply take our word for it, read some of our case studies here, and see for yourself the transformational effect we’ve had on the social media campaigns of brands like Adobe®, McAfee®, Avnet®, Acronis®, Palo Alto® and Mountain Hardwear®. Alternatively, get in contact with us now, and we’ll show you how we could make you our next success story and ensure you are the main attraction at that cocktail party.