Social Media is a competitive discipline and sometimes it just makes you lose it. You get mad at some hapless troll, who tries to wreck your client with a 3-in-the-morning, completely untrue but incredibly viral comment. For people trying to shamelessly spam your profile with their own ads in hopes that it will accomplish something (it never does). What really grinds my gears though, is the stuff some agencies are prepared to do to get a 6 digit number on their Fan Page.
1. “We’ll get you 3 million fans in a month!”
And the funny thing is, that they actually accomplish it. The fans are all legitimate looking people<sic!> , all with complete profiles, pictures, friends, comments etc. There is only one, tiny problem. They do not exist. Some companies seem to have an army of chimps doing their dirty work by reading capthas all day in order to allow some elaborate application to create a couple hundred profiles a day. Take a look at those profiles and you will plainly see that they are all completely randomized and fake. I understand, that a lot of people recruiting such agencies don’t know anything about Social Networks and that’s fine, that’s what agencies are for, but come on, do some of them really think that getting hundreds of fans a day for a company that’s barely recognizable in its own country is possible? Without any viral video? Or even a picture? Doubtful.
2. “This is a sales app, it will triple your revenue in a month!”
No. It won’t. I wish agencies that do that would at least have the decency to take the money and go back to Narnia after they fail (we don’t need any more fairy-tales here). This is praying on the hopes and expectations of your clients, and it’s not alright. The chance is slim, that an app will have such a huge effect on sales. Secondly, even if it does, you cannot guarantee it and promising thing like that makes us all look like scammers. Your client has a right to know, that Social Media marketing is often hard and time consuming. You need to engage your fans, make them come back because you have something nice to offer, and finally make them warm up and buy your product. They’ll do that because they like you, trust you, and in effect, they want your product! Not because, they think, they’ll get a free iPad.
3. Using the same idea over and over again
The scenario’s always the same. They take the same idea they’ve done a thousand times, give it a new visual and it’s done. I understand, that most of us need to cut costs, but how do you expect to get a good rep, by cloning old ideas? Some clients won’t notice, but other agencies and most clients will do their homework, and give you what you deserve the first chance they get. There are really creative people out there, who spend long hours coming up with new and creative ideas, to somehow make marketing work for everybody. If you do not have any creativity, and want to take the easy get out, there are plenty of jobs that will not require that kind of thinking from you, please go do them.
Because I am not about to let this topic go any time soon, I asked our social media manager, Sylwia Dyrek, to write an article on how to execute a high quality, ethical, Social Media campaign. I’ll publish it early next week.
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