Avoiding Facebook Blunders and Social Media Culture Clash

October 24, 2009 at 2:22 am Leave a comment

In search of insights on successfully navigating the social media landscape, I talked to Gregory Bramman, Director of Marketing for Magnet Media, an award-winning production company and interactive marketing agency. With a client roster that includes Apple, HP, Toyota, Lexus, Sundance, Adobe and Microsoft, I figured a social media dummy like myself would have a lot to learn from a pro like Bramman.  

Q: I’m very interested in the work you’ve done in “An Executive’s Guide to Social Media and Digital Technology“. What are some of the top areas your clients need help with in social media?

Bramman: I think one of the top areas our clients need help in understanding is what goals should be set in Social Media. These goals should be trackable and tie into their larger business goals.  I think everyone understands that social media is here to stay and that it can’t be overlooked – but where it fits in the business landscape is where it gets hazy.  You need to understand not only the different metrics that you should be striving for in each, but also how those metrics fit into the larger picture. 

 Q: No doubt plenty of companies are diving into social media without first planning what their objectives are or what they need to get out of it. What are the most popular misconceptions that business executives have about social media? What are some of the biggest mistakes you’ve seen?

Bramman: One of the biggest mistakes businesses make is not understanding the culture of these various networks and mediums.  Understanding how people consume in each environment is critical to being successful.   A business needs to have a very different strategy and approach when running a Facebook fan page or Twitter feed versus its regular corporate communications.  Consumers are inundated with more information everyday – and now with social media even more so. You have a very small window to make your impression.   If you annoy someone or they don’t find what you’re giving them useful – you may not get another chance to win them over.

 Q: For a business that wants to build a Facebook presence, do you have any tips or basic suggestions for how we can get started? How is a corporate profile on Facebook similar or different from an individual profile?  

Bramman: A business should never be using an individual profile.  Fan pages and groups are the only accounts that should be business related.   A fan page should be the official presence of the brand on Facebook.  Although it’s business related, the tone and communication should be in the same vein as a personal profile, that goes for the status updates, wall comments and photo posts, and so on.  This is key to staying within the culture of the network.   Groups have to come across as more informal and not necessarily corporate controlled.  This is something that would be started by users of the product or service. It’s a great way to create a larger community around the brand and have more credibility because it isn’t run by the actual company.   

 Q: Can you give an example of a business that really gets social media and is doing really good things with it?

Bramman: Huffington Post is a great example.  I’ve read that their traffic referred by Facebook as well as their overall comments coming through Facebook are growing in exponentially every month.  They’re doing some very innovative things that seem to be driving great results.

If you’re looking to get the basics on understanding Social Media and how to use it for your own personal brand, check out ZIO Pro’s ‘Executive’s Guide to Social Media and Digital Technology’. Magnet Media offers a range of marketing services to help companies big and small capitalize on multi-platform ROI-focused media campaigns. For information on how Magnet Media can tailor a social media campaign for your business, contact socialmarketing@magnetmediafilms.com.

 

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Entry filed under: facebook, How-To, Interview, Practices, twitter. Tags: , .

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