What Big Social Media Mistakes do Businesses Make?

Entrepreneur Magazine's Colleen Debaise curates a digital column that shares thoughts, experiences, and insights from leading authorities on the subject of digital media and marketing. She recently asked, "what's a big social-media mistake that businesses make?"

Colleen assembled some very interesting responses to say the least. The traditional response for her column is usually limited to a few sentences. While I followed the rules, I wanted to share my full response with you here...

What mistakes do businesses make in social media?

There are a couple of mistakes that business owners make that are worthy pointing out…even to those who think they "get it." First is that they ignore social media altogether because either they don't have time to understand its impact or they disregard it. Many often write it off in the name of focusing on other more important or pressing priorities. Or, business owners misinterpret social media as distractions, silly networks and apps that only kids use.

It's all just a passing fad anyway right? Truth be told, this is all eerily similar to the arguments presented by business owners at the dawn of the World Wide Web.

But, there's a Vine for that...

Ignorance + Arrogance = Irrelevance

The second mistake business owners make is that they focus TOO much on technology and not enough on behavior. They jump in all of the hottest social properties because they believe that the world will stop to notice. What's our Vine strategy? Why aren't we killing it on Pinterest yet?

As you and I know, simply showing up and talking is all it takes right? Sure...

The reality is that this type of thinking contributes to a perpetual strategy of shiny object syndrome that's forever doomed to play catch-up. Chasing trends takes your eye off of value and experience. We both know that each contribute to the state of relationships and the benefits that each side takes away in every engagement.

Like the internet, social media, and mobile for that matter, represents a foundation for which to build upon. Social networks, apps, and the social objects, content and conversations that define them are result of technological and behavioral evolution. What really counts is what's behind everything. That's the key to earning relevance...

So, let's stop talking about social media and start talking about how connected customersconnect, learn, share.

Take a moment to learn where they engage and why.

Where do they go?

What questions are they asking?

What answers are they finding in each moment of truth?

Who are their most trusted resources?

What are their expectations?

How can you use social (and mobile) to deliver value and to strengthen your brand promise?

While we're on the subject…what's your brand promise to a new generation of connected consumers?

The future of business takes empathy and that starts with realizing the technology is a means but not an end in of itself. It's a lifestyle. We're either part of it or we're not.

Image Credit: Shutterstock

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