5 Components of a BAD Social Media Marketing Strategy

What makes a BAD social media strategy? Here I outline 5 key components that you should avoid in planning your own social media marketing strategy.

Key Highlights

[01:04] Is There A Way to Write A Social Media Strategy?

[01:53] 5 Ways of Looking A Good or Bad Strategy

[02:24] Why Having An Objective Is Important

[03:30] Campaign-Based Approach

[04:47] Social Media As A Two-Way Communication Channel

[06:20] Wrong Choice of Channel

[07:16] The ROI

Notable Quotes

And when I talk about an objective, obviously, strategy or planning starts with an objective, the objective should be a business objective. Social media does not exist in a silo.
Social media must map into everything else you do as a business that really starts with your objective in your social media strategy.
A good social media strategy will have an absolutely clearly defined objective, or group of objectives. And as social media permeates every single department in a company or large enterprise, I expect that the use of social media is going to have multiple objectives.
We all know that social media is a long term objective. It's like having a website, it becomes part of your infrastructure. So if you're only thinking the short term, there was a great quote, social media is a commitment, not a campaign.
Social media was made for people, right, it wasn't made for companies. So as a company as a brand, you are at a distinct disadvantage.
It's not a matter of what site has more users. It's about engaging where your target audience is, it's being where your market is.
What companies that have really bad social media strategies have is they either have no metric to determine their ROI. They don't know if there's any ROI, or they use a metric that's not business related.

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