What's Really Scary About Social Media?

WHAT'S REALLY SCARY ABOUT SOCIAL MEDIA? IS SOCIAL MEDIA SCARIER Ghost stories and haunted houses might be scary at Halloween, but for social media professionals there are year-round worries. THAN THIS TIME We asked social media pros what really LAST YEAR? spooks them. Here's what they said. Makes brands more nervous WHAT KEEPS YOU UP AT NIGHT? Makes brands less nervous 18.7% 48.5% Creating meaningful conversations with 1 50% audiences in social media. Tying social media efforts to the bottom line. (tie) 32,8% About the same 2 38% Finding resources to execute ideas 3 37% Keeping up with social network changes 48% OF SOCIAL MEDIA 25% Facebook EdgeRank PROS THINK SOCIAL IS LESS SCARY FOR BRANDS THAN A YEAR 20% Smartphones buzzing with social media notifications at all hours AGO. 19% THINK IT'S MORE FRIGHTENING. ROI and meaningful customer dialog are the top causes of sleepless nights. HOW SCARY HAVING YOUR CORPORATE SOCIAL MEDIA ACCOUNTS HACKED 86% ARE THESE BECOMING A SOCIAL MEDIA CASE STUDY FOR WHAT NOT TO DO SOCIAL 77% SCENARIOS? TWEETING A PERSONAL TVWEET TO A CORPORATE ACCOUNT ACCIDENTALLY 57% % who find LOSING YOUR SOCIAL MEDIA TRACKING DATA FROM THE PAST 6 MONTHS 53% these 'very' or 'extremely' scary BEING ASKED TO PROVE POSITIVE ROI 40% TAKING A CHANCE ON A CREATIVE SOCIAL MEDIA CAMPAIGN, ONLY TO HEAR A SPOOKY SILENCE FROM YOUR FANS AND FOLLOWERS 38% MANAGING DOZENS OF ACTIVE SOCIAL MEDIA ACCOUNTS MANUALLY 38% What's a social media professional's worst nightmare? LACK OF INTERACTION GAFFES AND MISTAKES "No response at all (be it positive or negative) to a campaign you spent blood, sweat, and tears over." "Dealing with a PR nightmare that happens overnight and you don't respond or put out the fire fast enough." LACK OF SUPPORT FAILED CAMPAIGNS -------- "No commitment from management - no consideration for actually creating a marketing plan with objectives for social media participation." "Convincing a huge client to work with you and then having your entire SM campaign fail terribly." SOCIAL MEDIA FIRESTORMS "Getting horrifying backlash from fans on content that just won't stop." "Flopping - completely missing the mark." INTERNAL HURDLES "Not enough resources to create meaningful campaigns." SOCIAL MEDIA... WORST SPOOKY CHARACTER AT SOCIAL MEDIA: IS LIKE "GHOSTBUSTERS." YOU HAVE TO WORK AS A TEAM TO MAKE YOUR COMPANY A SOCIAL SUCCESS. 37.3% MUMMIES IS LIKE "DAWN OF THE DEAD." WHETHER IT'S HAVING A PLAN TO HUNKER DOWN IN A LOCAL SHOPPING 33.6% Which would be the MALL OR DEVELOPING A SOCIAL MEDIA STRATEGY, worst at social media? YOU MUST HAVE A ROADMAP TO SUCCEED. Witches 8.2% IS LIKE "POLTERGEIST." JUST AS CAROL ANNE GETS SUCKED INTO THE TELEVISION, SOCIAL MEDIA PROS Boiling cauldrons of potions and spooky spells are no way to attract an audience. ARE DRAWN TO SOCIAL MEDIA - AND LOVE EVERY 15.7% MINUTE OF IT. Ghosts 17.2% IS LIKE "SCREAM." IT'S NOT COOL TO BE ANONYMOUS IN SOCIAL MEDIA - OR WHEN YOU'RE A KILLER 7.5% Social media and CALLING THE BABYSITTER. community managers need to be visible and accessible to their audiences, but that's tough to do when you're busy haunting people. It sure is easy to be transparent, though! IS LIKE "THE BLAIR WITCH PROJECT." IF THERE'S 6% ANY SCARY MOVIE THAT ILLUSTRATES THE POWER OF VIDEO, IT'S "THE BLAIR WITCH PROJECT." MOVIE THAT BEST RELATES TO SOCIAL MEDIA MANAGEMENT: GHOSTBUSTERS 37.3% Vampires 17.9% Drinking the blood of the innocent just doesn't count as engagement. SOCIAL MEDIA PROS KNOW HOW TO PARTY (ON FACEBOOK) Zombies 26.9% Zombies don't move quick enough. Their social media response time would be atrocious. "YOU'RE THROWING A HALLOWEEN PARTY FOR YOUR FACEBOOK FANS. WHAT ARE THE TOP 3 THINGS THIS PARTY NEEDS?" 74.6% 60.4% 53.7% MUMMIES 29.9% Great social media dialog is about focusing on your Tons of food, drinks, activities, and spooky decor. You need to entertain and engage your guests after they arrive. Otherwise, they'll move on. A compelling invitation. Tell your fans and their friends Great community managers. You've got to have someone get the party started and keep the conversations going! customers. You can't make it all about them when you're "wrapped up' in what your company is doing. why they should "like" the idea of attending your party. BROUGHT TO YOU BY: shputlet enterprise social management software www.SHOUTLET.COM Source: Shoutlet survey, October 2011. n=134. Breakdown of respondents: 33.6% social media or community manager; 18.7% social media consultant; 14.2% corporate social strategist/director; 14.2% account manager/executive/strategist (agency); 14.2% marketing manager/director; 5.2% VP Marketing/CMO