What’s your biggest social fear?

Published on
by Brafton Editorial
Marketers aren't as concerned with negative responses as they are with meeting followers' expectations, according to a study.

Hi, Lauren Kaye, here with this week’s Content & Coffee about your biggest social media marketing concerns. Click play to watch the full video, or read a text version below. 

 

What’s your biggest social marketing fear? Mine is making an errant Tweet. These days, it’s easy to click the “Post” button before you’ve had time to proofread for typos or confirm clarity. Worse yet, a person with access to the company’s account might make a personal post that doesn’t quite align with the brand’s values and create a PR nightmare.

We know that brand mistakes are a dime a dozen, and that something that seemed like a great idea at first can take a turn for the worse. But, as it turns out, a social media faux-pas is not what companies are most worried about. Brands are most concerned about letting their followers down, according to one study.A study conducted by Ad Age for WildFire found the biggest concern about social media is letting followers down. Yes, marketers are most worried about failing to uphold the level of engagement their social audiences want. This actually feels really great to hear, because it’s something content marketers are always talking about – the value of being there and providing fast responses.

I was expecting negative reviews to be somewhere near the top of the list, but apparently businesses are over that fear. Now, their top worries are about measuring social results, creating a consistent brand presence, executing a clear social vision and collecting a return on their investments.

Perhaps this is a sign of social evolution. Marketers are finally convincing their companies there’s more to social networks than fielding customer complaints. There are lots of consumers out there who are willing to build relationships with brands if those brands are around to write back. And… it looks like more companies will be vying for customers’ friendship moving forward.

So now it’s your turn – what’s your fear? You can tell me in the comments section below or Tweet any responses to @brafton. Catch you next week, and happy content marketing!

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