And yet it’s happening, alot! According to a May 2010 study by Digital Brand Expressions, 59% of social marketers are operating “without a game plan.” How is that possible? I’m not sure who is at more fault here, the marketer or the company they work for? I would understand that a small number might not do this, but half? Six out of Ten are just creating Facebook, Youtube and Twitter profiles?
What’s the point? Geez! From that same study the distribution was interesting for those that “did” have a plan..
What’s up with HR? Last time I checked HR is one of the easiest departments to integrate social in to. No plan for HR and it’s social media recruitment and vetting of candidates
And last, the irony of it all. This is the one that makes me chuckle-It’s like admitting that seat belts save lives but I’m still not going to wear one.
Clearly, we still have a long way to go in this industry…
Allow me to lob a friendly but dissenting view.
The companies that are launching “lame” efforts now are really gathering some valuable intelligence.
They know how to create and administer accounts and pages.
They learn about the capabilities of the networks.
They learn the culture.
They develop a real sense for how much time must be invested to cultivate a useful and dynamic community.
Do they get everything right? Not hardly. But they are getting enough sense to know which areas they can strategically engage and which just won’t work for their business model or clients.
100 years ago, companies were looking at automobiles and big trucks, and saying “Why the hell would we need THESE? We’ve got trains!” But if you drive the car enough, you know what it’s good for and what it’s not designed to do well. THEN you can inform the strategy.
Companies that have a carefully plotted strategy before they ever pilot or test end up:
– doing something “off the shelf” that worked for a competitor or another industry, that’s doomed to fail.
– doing something with unrealistic expectations, and end up killing any future talk of a tactic that failed them.
– never enter at all.
@Ike, I owe you a reply- I completely agree with what you’re saying- But, we need to measure our crappy efforts. That’s my point.