25 September 2012 6 Comments

Social media steroid: dangers of being ‘high’ without significance

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 steriods, Social media abuse, Hyper active social media usage, Dangers of irrelevance on Social media, Listening, Conversation building on Social mediaNo one is immune today from the social media steroid. A recent info-graphics showed that out of over 950Millions Facebook users only 47% are males. This same stat also pointed out that over 500 Million Facebook users log on daily either to read or post content. This stat also showed that ages 25-34 use facebook the most. Quite an interesting statistics! This is supposed to be a guide for individuals and choice marketers. The guide shows the path of how best one can maximize the value of  Facebook and other Social media tools.

With all these claims, we can see that many are on high level social media steroids.  We have noticed many hyper active brands with a high dose of the social media steroid in their Central nervous systems. This overdose has infused lots of adrenaline into their systems. They just want to say something or remain on the radar. This is irrespective of whether what they have to say is relevant or not. There is no evil in multiple content publishing across platforms. The challenge is in every single hour, handshake often goes beyond elbow. Many have lost their jobs or damaged corporate strategy. A high dose of social media steroid is good if it is aiding and adding value to the conversation and level of engagement as well as corporate turn- around. There is no two ways today, your content, conversation will either sell you out as ‘rocker/rock star’ or ‘sucker’. Our aim today is to itemize some of the dangers associated with being high on social media steroids without significance. Being a valuable brand pays than being a ‘talkative’ brand

Accuracy: whether we like it or not, people still cherish accuracy of fact. In a bid to be the industry news breaker, many brands publish inaccurate and misleading facts. This often leads to wrong perception after the whole truth is eventually communicated. If a brand is associated with half-truth or in accurate information, their content consumers may soon ignore their positions. It is always better to wait and confirm your story than to be blacklisted or considered as a big fool.

Lack of good story telling ability: Great story telling ability is a desirable element in Social media communication. Crafting engaging brand story today is an essential skill that we must all learn. Whether through spoken words or through writing platforms, we must be able to convey the brand story in an engaging manner. Being high on social media steroids without this skill may reduce brand’s effectiveness.

Structural defect: In engineering, the way your structure is designed on paper will have a major impact on the building. Many brands are high on social media steroids without adequate consideration for the structure of their contents. Most times they do not give regard to proper arrangement, flow of thoughts which can lead the customers to a logical conclusion. They rather engage in what appeals to them. Content without good structure can aid its fast delete. If it is not deleted, it may be overlooked. Watch against this danger.

Due diligence: Another vital factor that can nullifies brand’s significance despite brand’s effort on the social media is inadequate or lack of due diligence. Many will not take time do due diligence on the fans they have acquired. Majority of the so-called fans they have may have nothing to do with what their brand represent. At the end, the level of expected impact may not be reached. The moral in this, take time to know who your fans and followers are. Do not just be ‘high’ in adding more people.

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