Any analysis into reasons big corporations are failing at social media should yield few surprises for those well-versed in the newest online communication technologies. What is surprising is that so many business leaders are still struggling to find firm footing on this new landscape.
One obvious cause for failure is the way in which companies operate. Most are so tightly controlled in their approach to every aspect of the business that they lack the agility that the new technologies require.
There is also an inability to generate methods for content creation that enable the rapid back and forth dialogue that online users expect. Without this content capacity, companies cannot hope to succeed in this venture.
A lack of responsiveness is yet another cause for failure. Online media users demand that any conversation be a two-way street, and will abandon the company when it fails to address their concerns.
Another common mistake involves companies that focus exclusively on their products. This type of networking requires companies to talk about more than their marketable goods. It takes a broader approach to develop customer rapport that lasts.
Expecting success to come overnight is always a mistake. Many companies simply abandon their efforts when they see no spike in sales after several months of activity.
Most companies offer nothing exciting or new. Since the users of the medium want to be both entertained and informed, lackluster presentations are scorned. Sadly, most companies offer just that.
Another problem occurs when companies try to rush into the arena with no concrete strategy. They end up leaving a bad impression that can never be erased, simply because they did not begin with a well-designed strategy for communicating ideas.
When the company is in disrepair, don’t expect this type of communication strategy to fix things. If there are structural, management, or other issues occurring, correct them before addressing the online audience.
It is a mistake to allow the responsibilities for this new online strategy to be decided upon after the program has begun. Many companies devolve into departmental struggles for primacy that ultimately end up destroying any chance of success.
Above all else, it is a mistake to view the online connectivity model as merely another form of advertising. When companies set out with no other goal than to advertise and market their products, they cannot hope to succeed. Be ready to try something different.
While many of the largest companies have experienced setback after setback in their quest to master the new technology of communication, others are finding some success. The key is for business leaders to achieve success is to use the listed methods to improve their companies’ online strategies.