29 July 2013 0 Comments

Social media campaign: when you must make a U-turn

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Social Media marketing, social media campaign, Online campaign, online communication strategy, digital media campaign strategy, Solution to social media campaign failureThings do go wrong. Ability to note this on time with enough courage to make instant and right U-turn is the hallmark of great professional. In this piece we will be examining the right time to make amendment to one’s activities online. This will also assist many who may not know there is nothing wrong with change. It is better to start afresh than to continue in a wrong direction.

When you start diluting your tweets with negative emotion: In whatever situation you find yourself online, never forget to be positive. Sometimes human nature comes in and we want to let lose because of other peoples’ attitude. This may do more harm than good. On 14th February 2012, Chris Brown won Grammy Award for best R&B. But instead of a clear focus and proper management of his emotion, he allowed negative attitudes of his supposed enemies to get at him. He used the moment to tweet his contempt at his ‘haters’. This did not go down well with some of his followers as he got negative feedbacks as well. Solution: stay clear, or manage your negative emotion online.

When you consistently engage in hard sell: When selling by all means becomes the focus of your campaign, there will be trouble. Solution: remember the social before the marketing. It starts with relationship, not sale.

When Social media newbie is Director of programme/projects: never put Social Media Newbie on top of your major campaign. This is dangerous. It is that simple. Solution: A good hands-on experience will help especially when it is  a Million Dollar campaign

 When you create too many handles/or spam: In a bid to reach many people, some believe it is great to create many handles. While this may work in some situations, it often boomerangs.  Remember Toyota once did this through a campaign in favour of one of its ‘ToyotaCamry’ brand. It eventually turned out to be a failed one as many considered the many messages as spam. Solution: know the amount of content you need to push. Spam and multiple messages hurt.

When there is a major concentration on numbers of traffic and tweets: if your major measurement parameter is on numbers of traffics and tweet, you may he miss the mark.  Solution: You do not need millions of traffic or tweets to be successful most times.

Using unnecessary Apps and design software: in a bid to create better feelings through designs, many brands load their platforms with unnecessary Apps, software which often slow down loading time of their websites. This may chase away impatient online users. Engagement then becomes difficult. Solution: People not technology should be the  focus.

When you are not being sensitive to other online users’ rights: Never forget your campaign is online. It is visible to the global audience. You must test the veracity of the claims you are making. One man’s food is another man’s poison. There are several people with different ideologies or philosophical lineages online. Consider everyone’s one point of view and see how it may affect their views. For instance, many LGTB will view certain statements as discriminatory if you say ‘marriage is fun between opposite sex’. Except you are ready to face such unwarranted attack or your campaign is against this ideology, you may want to tread softly. Few Politicians in the US had lost election just because of this. Solution: be informed. A good knowledge of multi-tribes, rights, ‘dos and don’ts’ will be good for you

When you engage lying or masquerading: Claims are easy to find out today. A desperate person looking for score to settle may dig out the fact. The aftermath of this may eventually harm your campaign. Solution: wear authenticity, honesty as robes.

When you have no damage control: an online campaign without a damage control mechanism may hit the rock sooner than expected. No one plans to fail. But we must always put a structure in place for soft landing in case things go the other way. Several failed campaigns online might not have suffered so much reputation damage if they have damage control in place. Solution: Have a ‘safe-my-face plan’. It will help in reducing damage.

What can you add? Do you have questions or need help, fire us a mail.

Leave a Reply