Mind Candy

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7 reasons your social media problems may not be the fault of your SMM

Posted by mandyf on January 10, 2012

We often discuss reasons why your social media manager may not be getting the results you expect. Usually it is geared toward what shortcomings they may have or significant errors that were made. Anyone that has been around SMM awhile has done a few cleanup jobs behind a member of the flock that for one reason or another left a client dissatisfied. What we rarely discuss outside the confines of our own circle is what the client may have done wrong that impeded progress and made an SMM campaign fall flat.

1. The customer is always right – except when they are wrong. Even heavy hitters encounter clients that want to tell them how to do their job. Although they are sincerely trying to help, they cannot release control and let a pro take the reigns. Although some people will farm out their SMM based on a lack of time to do the job on their own, usually the case is they don’t know how to go about running a campaign. A customer that is unwilling to let go is usually a customer that winds up frustrated and unhappy. The lesson to be learned is that you need to cede control – you’re paying good money to get a job done, let the person you’re paying fo it!

2. Don’t outsource your SMM to multiple companies. It makes no sense to have one company handle your Facebook, another your Twitter and still another everything in between. A solid social media campaign relies on everything running smoothly on a schedule. The more cooks that are in the kitchen, the more likely the recipe is to not be followed.

3. Don’t expect magic. SMM, especially from the ground up, takes time. You cannot gauge success or failure based on a few days or a week. Not everything you have on your site or blog will go viral – if it was easy to make everything go viral everyone would do it. You need to have reasonable expectations. Your SMM does need to be held accountable for their actions, but holding them accountable does not mean calling them or pinging them on chat all day wondering when the traffic from the morning’s post is going to arrive. Think 10K, not 100m dash.

4. You have a little knowledge from when you handled your own social media – 5 years ago. That is not a bad thing necessarily, but the way social media worked 5 years ago as opposed to today is quite different. Platforms evolve and new areas are available to tap now than years ago.  Because of that, social media campaigns need to be run differently. Again, this goes back to trusting your SMM and having faith they are doing what is best for you.There job depends on being on the cutting edge after all.

5. You went with the lowest bidder. There is usually a reason someone is the lowest bidder. Being the low bidder does not in any way mean inferior service in every case, but there is a marked disparity between the $3,000/mth all inclusive high powered SMM and the guy you found on Craig’s List that is promising the same results for a couple hundred dollars. You really do get what you paid for, and quality is costly.

6. You have no idea what you want or where to start, but you’re convinced your SMM has it all wrong. A true story a colleague shared detailed how a client hired her, then insisted that Twitter, Facebook and all those other sites were “fads” that were a waste of time. What she really needed to do was focus on getting his company name out in as many forums as possible – particularly on Yahoo! Needless to say, this did not go well – and that was in 2011!

7. You aren’t giving your SMM anything to work with. Another SMM detailed how his client hired him for reputation management repair, then decided it wasn’t important and that the real need was more traffic. More traffic would fix everything. My friend knew this to be false, and the clients reputation worsened even though traffic increased – mostly to bash the client. The client’s answer to the bashing was to take his site offline – while Google was updating, and then scrub the blog of ALL content to start fresh. When traffic was not the 1,500 or so unique visitors per day he had grown accustomed to but rather a paltry 50 or so, the blame was laid at the feet of the SMM. The lesson to be learned – once again – trust your SMM!

Not all clients are bad – most are actually great to work with. When you begin looking for an SMM you need to get it squarely in your mind what you realistically expect and then give your SMM time to deliver. When they tell you that a directional change or detour is needed, listen to them. Remember, they do this for a living and you are paying them to do this for you.

 

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