I just got off the phone with a new client that had contacted us a few weeks ago, and while researching their past Social Media Marketing efforts I pinpointed a major flaw, which I thought I’d share with everyone.
The client is an international clothing brand with excellent revenue and a devoted following, though past online marketing engagements have been a little shaky (at best). Website traffic hasn’t greatly improved, social influence remains steady, and increased revenue cannot be attributed to Internet marketing campaigns. This needs to change.
The major flaw I pinpointed is the fact that the company has over 20,000 Twitter followers yet they don’t follow one person. I know this may portray a more exclusive, celebrity status, but it’s a marketing failure. Companies must follow target markets so they can get a better feel for their wants, needs and interests. A feed of chatter, from a research standpoint, is worth its weight in gold.
The absolute first step of Social Media Marketing is building personal, transparent relationships on social channels. Unfortunately, the idea of a “relationship” is obliterated when a company fails to follow loyal customers. In essence, the company is implying that what their customers are saying is not of interest to them. If it was, a simple follow would be appropriate.
In the end (or shall I say the beginning), I’m glad we took on this client and I’m looking forward to reshaping their online brand.
Aaron Schoenberger is Founder of The Brainchild Group — a Search Engine Optimization (SEO) and Social Media Marketing company in Los Angeles, California. He’s known for his work with celebrity clients, top restaurants, automotive manufacturers, professional athletes and Fortune 500 companies.