The Seven Deadly Sins of Social Media Strategy

Establishing a social media presence for a brand can be difficult. Social marketing requires a company to shift from broadcasting an anonymous, singular brand voice to engaging directly with customers as individuals. Kevin Dugan offers some tips on how to avoid the "“seven deadly sins” of social media:

Envy
Trying to mimic the social media programs of other brands isn't beneficial. Brands must understand what makes them unique and use social media to demonstrate that differentiation.

Sloth
Earn fans by creating engaging content and promotions. Be prepared to keep your audience's attention. Audience acquistion must be followed with an engagement strategy.

Gluttony
More isn't necessarily better when it comes to social media. Focus on where customers spend their time.

Wrath
Don't engage in snarkiness. Be prepared to be on the receiving end of negativity. Establish a social media policy with rules of engagement.

Pride
Social media isn't just another broadcast channel. Don't just talk about yourself. Identify and engage with customers that are talking about the brand. Mix conversation with promotion and content.

Lust
Don't forgo an established social media channel for the latest social media technology. Make sure your fans/customers are using the new site/channel before expending effort there.

Greed
Allocate marketing spending based on results, but don't completely pull out of a channel and put all your efforts into just one program.

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