Social Media Fails – and How to Avoid Them!

Dove How Not to Market!

Social Media Fails – and How to Avoid Them!

21st May 2018 by Roger Martin

Social Media Fails – and How to Avoid Them!

21st May 2018 by Roger Martin

There are some fantastic social media campaigns out there. We love Asos’s on point copy and striking visual content:

social media fails

and Airbnb‘s inspirational, user-generated Instagram:

social media fails

However, big brands don’t always get it right. Check out these infamous examples of social media fails which have made us laugh, gasp and double check our own Hootsuite posting schedules.

1 Dove’s body wash ad caused controversy with its Facebook GIF version of the ad showing a black woman removing her top to reveal a white woman. The ad was removed and Dove apologised, but social media users called for a boycott of the brand due to the ad’s racist implications.

social media fails

Star tip: Check how your ads look on all channels. Do they work as well on Facebook as on YouTube, for example, or do they need repurposing? Do shortened versions tell the full story?

2 Pretty Little Thing wished a million of their Facebook customers a very happy new year. In October.

social media fails

Star tip: We’re all about scheduled posts making life easier for social media managers, but double check when you’ve actually scheduled them for.

3 Transport for London got all passive aggressive over on Twitter in its response to a fed up commuter’s complaint. Although some users found the response funny, TFL were accused of being arrogant and glib.

social media fails

Star tip: Twitter is a great tool for dealing with customer service queries. However, make sure you respond in a calm and professional manner.

4 Susan Boyle’s album launch announcement caused hilarity with its #susanalbumparty promotional hashtag. Whether accidental or deliberate, this is probably the most famous example of a hashtag fail.

social media fails

Star tip: Get someone not involved with your campaign to read any associated hashtags for sense and meaning.

5 McDonald’s knew they wanted to tweet, but weren’t too sure what they wanted to say.

social media fails

Star tip: Everyone makes mistakes, so own it – rather than simply deleting the post, find a way to use it to your advantage, as McDonalds did with their follow up tweet.

social media fails

6 Walkers Crisps campaign backfired magnificently when, rather than sending in selfies to be incorporated into an automated video, users sent in photos of infamous characters such as Fred West and Rolf Harris.

social media fails

Star tip: Campaigns using personalised content can engage your audience brilliantly, but make sure you run your ideas past someone else in the planning stages. Discuss what the pitfalls could be and where the plan could go wrong. It’s easy to get caught up in a great idea and not see how other people may hijack it.

Want some help with social media management? Call our friendly team on 01604 696385 to find out how we can help.

How to Create a Digital Strategy

Digital Strategy

How to Create a Digital Strategy

17th May 2018 by Roger Martin

How to Create a Digital Strategy

17th May 2018 by Roger Martin

Digital Strategy

Are you looking to promote your company digitally but are not sure where to start? First things first you should look at creating a digital strategy to help you achieve your business goals.

With traditional marketing becoming less popular for many businesses and more companies turning to digital methods to promote their products/services, it is important that you have a simple plan to help keep you on track.

Our expert guide will help you to create a digital strategy for your organisation.

 

Step 1: Define your goals

Firstly define your goals and what you want to achieve from digital. This could cover brand awareness, or promoting a new or existing product, sales or enquiries/leads.

When you have chosen your objectives, this will determine the rest of your digital strategy plan including the audience and best channels to use.

It is important that your goals are SMART (Specific, Measureable, Attainable, Relevant and Timely). When defining your digital marketing goals, they should align with your overall business objectives.

 

Step 2: Understand your target audience

Next, you need to understand your target audience. As well as identifying who your target audience are you need to understand their needs.

You can determine who your audience are by looking at your current customer base and understanding common characteristics and interests between them. It is likely that similar people could take an interest in your product/service.

You should also look at choosing specific demographics and psychographics to target such as age, location, gender, occupation, personality, attitudes, behaviour and interests. Determine how your product/service will fit your target audience’s personality and lifestyle.

By successfully defining your target audience, you can then learn what channels to utilise.

 

Step 3: Know your digital channels

 As mentioned in the previous step to know what channels to use, you need to know the channels that your target audience use.

There’s no point in using channels that your audience are not using otherwise you won’t be able to reach them effectively and you will be wasting effort on channels that won’t result to anything.

Social media is a great option to reach a wide number of people. Depending on your target audience, you can experiment with using channels such as Facebook, Instagran, Twitter, LinkedIn or Snapchat.

Google AdWords is also a great platform to target a wide audience in various locations. By experimenting with different options on AdWords such as display, search and shopping you can target people at different stages of the buying cycle.

Email is a great way to build loyalty with your customers. By consistently emailing your customers with promotions and updates helps your database stay loyal and engage with your business frequently.

 

Step 4: Develop a content plan

A content strategy will help you keep on track with your digital. Content marketing is important for any business wanting to promote their products/services to a specific target audience. Content marketing is said to generate conversions six times higher compared to other methods of marketing.

A detailed content strategy outlining the process of planning, developing and managing the content, this includes the content creation, distribution and engagement.

The content marketing plan will help you to determine the best content to use to reach your target audience and the steps taken.

Step 5. Monitor and measure results

To make sure your campaigns are being measured and monitored to ensure you are receiving the best results possible.

Results can be measured on platforms such as Google Analytics, here you can monitor the traffic to your website and the source of the traffic.

Social media campaigns can be monitored in the built-in analytics tools on the social media platforms such as Twitter Analytics and Facebook Insights. If you are creating paid ads on Facebook, you can monitor the activity of the campaigns on Facebook Ads Manager. Do your campaign results match your kpis set? This will be an indicator as to whether the campaigns have worked well or not. If a campaign has performed well then be sure to create campaigns similar to achieve the best results.

At Star Digital, we can support you in creating a digital strategy to help achieve your business goals, call our friendly team for more information on info@star-digital.co.uk or 01604 696385.