1 .The funny thing is that customers somehow sense that immediately. The drive is gone and it becomes like a robot. Of course efficiency is important, but customers should not feel like they are talking to a robot. The human aspect will always win over the functional. The challenge is to maintain the human aspect in social media. That is the only way to build an emotional bond with the consumer.
Companies have all created a content strategy and are executing it as planned. That is of course good, but it also creates a certain rigidity. Every week there is an opportunity to respond to it. Think of the story of KLM and the e-commerce player Coolblue. When a consumer wondered whether his new pants were the blue of KLM or of Coolblue, both parties responded very nicely . It turned out to be the Coolblue blue. Today those pants are for sale in the fan shop of the company.
These are the small, fun things that come along every now and then. Most organizations do not have the mentality and flexibility to focus on them. That is a shame, because these are the kinds of things that show that you are involved with current events. The gift of real-time response and positive play on opportunities is still far too rare.
coolblue
3. VIP treatment
If someone with more than 10,000 followers tweets something about a company taiwan mobile phone number list it often happens that the company in question gets into a kind of cramp. Especially if the tweet is negative, it can fire up an entire board. If the same comment comes from someone with 100 followers, it has a different effect. The same with webcare. Companies with a limited webcare capacity will sometimes be inclined to give people with a lot of online reach a better and faster service. In itself that is a logical reflex. After all, a lot of online reach means more damage to the image. Or so people think.
I think it’s a narrow line of reasoning. Someone with 100 followers could be a CEO of a large company. Or that person could be married to someone with 150,000 followers. Don’t pigeonhole us based on our online profile. Don’t invent VIP treatment for people with a strong online presence, but try to do the same for all your clients. VIP treatment for famous people is now more likely to be negative than positive.
4. Too boring or too much fun
Some companies sometimes consciously choose to be boring, I think. Content is sometimes so serious that I can't imagine anyone wanting to read it. Some sectors (financial, or B2B) are in a corner where they sometimes don't dare to color outside the lines. It's clear: boring, uncreative content, no one is interested in. It's a lost investment.
Then there are companies that are on the other side of the curve. Whatever sector they are in, all their content revolves around entertainment. Secretly, it revolves around getting as many likes and reactions as possible, because entertainment content is of course very suitable for that.
Both situations are not ideal. Content should tell the story of the company. Content about the core and peripheral issues of a company. Content about the vision and content about the people. If content inspires people, the goal is achieved. Inspiration can also be achieved without entertainment, for example by sharing innovative expertise and insights.
5. Content marketing without impact on business results
Much content marketing is too lingering. Content that is placed on social networks without a link to a page of its own rarely achieves an optimal impact. I compare it to going fishing without a hook. You throw nice bait into the stream. The fish come along, eat the content and say 'I like'. Then they swim to the next one. To make content marketing impactful, you need a hook. The hook consists of getting relevant customer data or bringing people to a place where there are commercial opportunities. If the content is on your own blog, the chance that you will get the data or that people will search for your commercial offer is much greater.
6. Text instead of (moving) images
In terms of communication, we are going back to the time of the cavemen. People do not read online, they watch online. Watching requires a different format than reading. Reading requires text, watching requires photos and video. The importance of video will continue to increase. Companies are often afraid of video because they think of long and expensive films.
Thanks to YouTube, it is clear that young people prefer to watch short films. Since the arrival of Vine, we realize that a video can only be six seconds long. If you can’t tell the story in six seconds, the story is too complex. Companies need to invest in new formats, with the aim of ensuring that the investments in content have an impact. The first thing that needs to happen is to invest less in copy and more in design.
Film clapperboard and movie film reel
Source: Bigstockphoto.com
7. Thinking that the online world is separate from the offline world
Many still assume that you have a group of people online and offline. Sometimes it seems as if those two groups can't even meet. On Twitter and Facebook, companies often provide better service than via email or telephone. The reasoning is that service on social networks has to be better because the rest of the world can watch.