MArketing Profs Daily Fix: Guest Post: A Brand's Largest Social Media Obstacle

By Samir Balwani

Would you believe me if I told you that most of the time the reason a social media campaign fails is because of a single obstacle? What if I told you the brand itself was the reason?

Interestingly enough, a brand's point of view, and culture can be sabotaging their online marketing.

Why It Happens?I've made a pretty bold statement, saying that brands shoot themselves in the foot, but why?

The first is the stereotypical follower brand. These brands enter the social space because their competitors are. Without a real reason for connecting with consumers, the brand has no drive to foster their relationships. Most of these campaigns are lackluster and fall apart after a few months.

Many brands know they should be in the social space but their culture prohibits them from taking risks. An aura of fear permeates every decision, and the tried and true wins out over innovation.

These brands introduce a host of problems. Most importantly they don't invest in innovation. Since it's difficult to directly assign or forecast ROI in social media, money is never spent on it. (more)