When more thought is needed
For most marketers, the ability to devise and launch a campaign is something that rarely requires input from in-house counsel or an external law firm.
However, social media campaigns bring a level of immediacy and provide a scenario where engagement and interactions with people happen in real-time.
What I’ve seen
In Australia we have some great examples of large corporates and their social media accounts being the target of ridicule based on poorly thought out posts or tweets.
It’s hard to know of course if the perceived “stuff up” was in fact a mistake or perhaps a well-thought-out Machiavellian campaign designed to capture the attention they received.
Perhaps that old adage of “any publicity is good publicity” was at play.
We know from a legal standpoint, the ACCC demands organisations to be accountable for what people post to your social properties.
“Recently, logistics company Linfox was ordered to restore pay to worker Glen Stutsel, whom it had sacked for making inappropriate comments about managers on Facebook. His dismissal was judged harsh, unjust and unreasonable, ostensibly because the employer had not communicated its social media strategy to him.
Gordon, who advises employers and employees on social media behaviour, says most people get into legal hot water by defaming, misleading or otherwise creating problems for their employer.
Larger companies need a social media policy for their workers because the Australian Competition & Consumer Commission holds them liable for misleading and deceptive comments made by employees, even if they weren’t sanctioned by the company itself.”
SOURCE: The Australian, “Social media poses risk for employers and employees” 13 April, 2015
This means you have to monitor your accounts. This is easy if you only have a single Facebook page or a single Twitter account. But what if you have multiple social properties?
Do you have a community manager reviewing posts/tweets and engaging with people?
If not, you’re probably in danger of being caught out.
Softly gently is the right approach
I spend most of my time as Customer Success Director with my many Oracle Marketing Cloud Eloqua customers reviewing and planning their campaigns.
Eloqua provides a social syndication capability i.e. the ability to “share” content via social channels as well as a “Sign On with Twitter” function, amongst others.
Over the past four years the software industry has delivered a range of Cloud based Social Media solutions to help organisations of all sizes get a grip on their social campaign execution.
From Salesforce dot com they offer Radian 6 as part of their Marketing Cloud and Oracle has Social Relationship Management (SRM) as part of their Marketing Cloud.
In addition you have smaller providers with more bespoke solutions. The key thing you need to look for is a social solution that’s integrated with your CRM and marketing automation platform.
The key objective is to avoid silos of data, you need one place to ensure you have a true cross-channel view of your contacts and their interactions with your brand. Oracle’s Marketing, Sales and Social Clouds provide this level of integration.
A Best Practice Approach
A couple of years ago I attended a training session with Oracle in Singapore where their recently acquired SRM team provided insight into social and provided an in-depth view into social as a marketing tool.
The best practice approach was as follows:
Listen & Analyse
It makes sense when you think about it.
The first stage has to be to “Listen & Analyse”. With the right tool to help you understand what people are talking about on social media, you can start to build profiles of the type of people engaging around your brand or around the type of business problems you solve.
In addition, you will be aware of any inappropriate posts/tweets that could potentially leave you open from a legal standpoint.
Once you’ve listened and analysed it’s time to start engaging. Not “marketing”, just engaging. At the basic level, this means responding to questions from people.
As an example, Oracle SRM allows Social Media Community Managers to pull multiple feeds from a range of social properties into a single “in-box”, just like the way you’d access your email.
From an auditing point of view, you will have a clear record of which staff have responded to which posts/tweets. There’s no need for staff to have access to the actual social property i.e. they don’t need a Facebook, LinkedIn or Twitter login to your organisations accounts.
Responses/engagement can be achieved through SRM or sent directly to Oracle Service Cloud for the Customer Service team to respond if the query is more specific in nature.
This would generally take the form of Case/Service Request Management.
When to Market is the toughest question.
Once you’ve Listened, Analysed and Engaged, it’s time to start thinking about how best to market through your owned social media properties.
This requires careful consideration and a very clear objective about what you’re trying to achieve. One poorly planned campaign can deliver a far from desired outcome.
Qantas & their Twitter campaign
In their blog past, “#QantasLuxury A Lesson in Social Media Brand Management“, the team at Socialite Media place some context around the disastrous QANTAS Twitter campaign #QantasLuxury:
“Like war, no matter how good your social media strategy planning may be, things will always go awry as soon as the guns start firing.
When Qantas decided to launch a competition thought their Twitter account, they obviously failed to consider the hash tag they chose to run the giveaway, #qantasluxury, would be hijacked by snarky & sarcastic Twitter responses and launch and international press firestorm that would dominate the news cycle for an entire day.
Was this a watershed moment for social media strategists in what not to do?
Fair to say, should Qantas have considered the timing of their giveaway of 50 pairs of Qantas first-class pyjamas and luxury amenity kits, just a day after Union/Pilot/Qantas corporate wage negotiations broke down?
But the viral hash tag was just the beginning of a horror day for the Qantas marketing and social media team”
SOURCE: Socialite Media “#QantasLuxury A Lesson in Social Media Brand Management“
22 November, 2011