Lee Odon published an article entitled Why Do So Many Companies Suck at Social Media? on his blog this week at Top Rank. It caught my eye and I chuckled after first skimming it. I realized it makes me sad for all those missing the boat who just do not get it after reading through it thoroughly. Perhaps I should be happy for seeing the light myself on the other hand!
Odon writes about how many large companies “suck” at social media and illustrates how one company’s slant on a topic can succeed while another fails. He makes several good points in his article:
“… most companies are not inherently “social” to begin with. It’s not in their DNA to understand what it means for individual employees to start having conversations with the social web at large as representatives of a company personality.
“Marketing on the social web is less about the tradition of packaging and distributing information and more about companies being able to connect with customers in ways that are both meaningful to those customers and to the goals of the business.”
Later in the article he says: “The idea that a particular promotion worked for one company, therefore it should work for us too, doesn’t hold water. Companies need to figure out what works best for the social channels, media and content that best resonates with their customers.
“To me, the issue isn’t about sucking at social media, it’s about failing. Companies should not fear taking risks and trying new, creative ways to connect with their customers. Some of those efforts will succeed and many will suck. Failing at social media is more about choosing NOT to….”
Read what they are in the rest of the article.