Social Media Marketing: The Downside
Social Media Marketing: The Downside
Social Media Marketing: The Downside
Social media marketing is an effective way to promote your business, website, or services, but it can also be a reputation management nightmare. Because social media marketing is such a high profile environment, it's vital to gain an understanding of how the information you present to the online community could benefit you and harm you. Not everything that you put out there is going to be well-received by everyone, and in today's world of hasty comments and impulsive reviews, this is a critical consideration for web-based businesses.
In the recent past, many businesses ignored the advertising and human connection potential of social media marketing. Some maintained this position in a concerted reputation management effort. However, the free and instant availability of information on the web meant that even if a business did not purposefully build an internet presence, one would likely be built for it by its vocal and type-happy customers. As a result, social media marketing will play a critical role in the reputation management strategies of all modern businesses.
So it's now been established: even if you don't want to become involved in social media or SMM, you'll have to in order to survive. Once you've reached this inevitable conclusion, the next logical step is to understand what the risks are and develop a plan to mitigate them.
The 3 Major Downsides of Social Media Marketing
1.) Judgment Day
Any time you contract with a client, engage the services of another business, solicit a consumer, or implement any type of advertising campaign, you can be assured that your business's social media profile is going to receive visitors in response. Often, people will check the social media page of a business before they'll go to the business's website. These visitors will be evaluating you and your business. They'll look for pictures, anything you've written, posted reviews or comments on your profile wall, links you've setup, who supports you, and a great deal more information. If they can find it, these same visitors will attempt to view your personal social media page as well.
Potential customers and associates could be turned away by a number of different things they may find in your profile. For instance, pictures of you having a few drinks with clients could send the wrong signal; so too could innocent pictures of you on vacation in swimwear. Your religious and political affiliations could also prevent some from wanting to work with you. Posts that you make in response to friends, family, and customers could be confused and misinterpreted.
2.) Data Miners
In order to have an effective SMM campaign, you must present whatever information your consumers need. In fact, whether you run a business blog, a CSS feed, a video blog, or any other program in conjunction with an SMM strategy, you need to ensure that it is built around easily accessible and useful information for your viewers. However, this can sometimes pose a problem, because a good business social media profile is accessible by any person at any time.
Data miners will use your posted information to their advantage. Every phone number, email, website address or link, every physical address or post office box, pieces of information about who you are, who you do business with, and a great deal more will all be collected and integrated into databases. Once this is done, you'll begin receiving unsolicited calls, emails, letters, and perhaps even old-fashioned traveling salesmen. Now, your social media marketing plan is backfiring by costing you time and money spent deflecting the marketing queries of others.
3.) Security
Data mining can also compromise your security and that of your employees. Postings of company staff and events, blogging or updates that include small bits of personal information, newsletters and emails that give addresses or contact information- all of this information can be used in criminal activities that target your physical and financial safety.
While these downsides to social media marketing are issues that require serious consideration, they can be minimized by careful planning. All staff in your company that takes part in your SMM campaign should understand the risks and take appropriate steps to safeguard their information while still connecting with customers on a meaningful level. Ultimately, the general traffic that will be on your social media page at any time won't have a need for any type of personal or compromising information- so why put it out there at all?
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