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8 things you should bear in mind for your social campaigns in 2013

Social media has been around now for a good few years now and I am astounded by the amount of large companies that are still dragging their heels, hoping that this “passing fad” will disappear into the ether. Truth is folks, social media is here to stay, so get on the train before it leaves the station!

There are still many out there that still do not know what they should be doing with social media. The industry is mature enough and there are people out there that can help you, so I think it is high time to formulate a plan and execute it. Many companies have not done anything purely through fear.

Here are eight things you should do be doing (or not doing) in 2013

1. Don’t hand over the reins to an agency who will give the responsibility of managing your community to a person who qualifies because they “enjoy social networking”
With any strategic project within an organisation, responsibility is given to the person who you can least do without in your company. Managing social interaction with your community is an important task and should be managed by a highly competent person. A good example is @ScottMonty, head of social media for Ford Motor Company. Take the time to find and nurture the person within your organisation. If you cannot identify someone, hire a competent resource.

2. If you are still blocking your employees from social networks at your company, now is the time to provide them with access and start trusting them
Here is an excerpt from Deloitte Australia’s website on its vision and culture: “Deloitte’s culture is based on empower and trust; recruit and retain the best”. Besides trusting your employees, develop a social media policy, ensure your employees understand it and then trust your employees to abide by the rules you have stipulated.

3. Do not follow some social media template that was introduced by someone who can barely spell “social media”. Start learning more about this channel and do some exciting things
There are many self-proclaimed social media gurus and specialists out there that have created social media templates that organisations may use. I would have a very good look at what the particular “social media expert” is doing to promote themselves first. “Never trust a skinny chef” is the statement on the SA-based Heavy Chef website.

4. Social media is “Marketing”, so you figure who should own it
Need I say more? Social media is a marketing function and should be owned, managed and driven by the marketing department. Bear in mind that this does not imply exclusive management and control. If you are planning on becoming a social business, you should have representation and participation from all business areas within your organisation.

5. Yes, there are a number of legal things to think about, but they can all be put in place. Your legal department is there. Use them
I will not delve too deep into this particular subject because I am not suitably qualified to do so. When developing your social media policy, take cognisance of all the legal aspects and seek input from your legal team.

6. The first excuse I always hear from anyone who has not embraced social media properly is “I do not have time”. My advice is to find the time to recruit a few resources to own and manage this strategic initiative
When I hear people say this, my blood starts to curdle! This is the typical excuse you will hear from someone who does not firmly understand the social media value proposition. The only advice I can render here is to get educated. Social media is — in its most simplistic form — a set of communication tools which enable many-to-many interaction between your employees and your external stakeholders. Learn to use the tool effectively and you will see the results!

7. Do yourself a HUGE favour and stop asking about “Return on Investment”. This is the best way to stall and hide behind spreadsheets
Every organisation has a switchboard with telephones on each employee’s desk and an email server with email addresses assigned to each employee. Show me the organisation that measures the “return on their telephone and email investment”. Social media is another communication channel enabling your employees to connect and interact in order to generate and nurture relationships. I rest my case.

8. If you do not know where to begin, you can be assured that there are competent people out there that can help you. If you do not know where to start, contact me and I will make some recommendations

One of the most powerful forms of marketing is “word of mouth”. The propensity for someone to buy a particular product or service is way higher if it was recommended by a known “trusted adviser”. If you are not sure who to turn to for social media help, ask for recommendations. When I was tasked to have an iPhone and iPad app developed, I asked Apple for three recommendations and chose one of them. Our apps work like a treat!

To conclude

You can be rest assured that there are many companies out there that are using social media very effectively and achieving amazing results. There also happen to be a whole bunch of companies that are moving in the opposite direction because they have chosen not to do anything. Which of these are you going to be?

Author | David Graham

David Graham
David Graham's passion is business-to-business digital marketing with a specific focus on value networking and inbound marketing. He consults on business-to-business digital marketing strategy and execution, with an emphasis on building sales pipelines and generating new prospects More


  1. Kaloyan Banev

    December 5, 2012 at 8:53 am

    Good tips, for sure social media have become important part of online marketing strategy. I think that the main basic rule is and will always be to try to be social and not always try to sell something.

  2. David Graham

    December 5, 2012 at 11:57 am

    Thank you for your comment Kaloyan! You are quite correct. Build credibility and be seen as a trusted adviser.

  3. ReneeEverett

    December 5, 2012 at 12:29 pm

    I find many prospective clients saying the same thing.. “How soon will I see Return on Investment”?. I agree that this is the best way to stall. The ROI will come. The best thing to do is to jump right in and get started. Our world has changed. Marketing has changed. The way we communicate with customers has changed. My advice to companies that have not already embraced social media is ‘get started’ or you will certainly be left behind.

  4. Greg Arthur

    December 5, 2012 at 12:49 pm

    I particularly enjoyed point 7 as we’ve been asked on occasion to demonstrate the effect social media has on the bottom line. I answer that question with a question: “What is the net effect of that highway billboard on your bottom line?”. There never is an answer that can be substantiated with facts.
    The time of justifying the effect of social media has passed and now companies should be exploring the endless opportunities these platforms hold for them and, as you say in point 3, find what works for them.

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  6. David Graham

    December 5, 2012 at 1:56 pm

    Thankd for your input Greg. Unlike the billboard, social media enables interaction and conversation. There is no way you are going to develop any form of a relationship with a billboard.

  7. David Graham

    December 5, 2012 at 1:59 pm

    Thank you Renee. Have a look at this article by Brian Solis http://www.briansolis.com/2010/02/roi-how-to-measure-return-on-investment-in-social-media/

  8. ReneeEverett

    December 5, 2012 at 2:29 pm

    Thanks David! Very helpful article.

  9. Ian Said

    December 5, 2012 at 2:29 pm

    Social Media sites enable you to talk and connect with your peers, forming important relationships along the way! Another advantage is that you can gain a following and increase traffic back to your website / blog. That’s huge!

  10. David Graham

    December 5, 2012 at 2:44 pm

    Exactly Ian. Talking relationships, have a look at this article on Social Media Examiner called “4 Ways Social Media Is Changing Your Relationships” – http://www.socialmediaexaminer.com/4-ways-social-media-is-changing-your-relationships/

  11. Dorin Bambus

    December 5, 2012 at 3:02 pm

    Cool read! A thought on point #4: Social Media is a powerful tool for marketing, but it’s also really great for Customer Service and Customer Relations. The truth is that a lot of the time you need to realise that you’re not dictating what you’re going to be using SM for: the public does. Successfully using these platforms means staying loose and limber enough to adapt to changes and informed enough to prepare for any contingency, and that often means sharing control and information amongst departments.

  12. David Graham

    December 5, 2012 at 3:07 pm

    Agreed Dorin. If there is one person who you want follow when is comes to social media and customers service, it’s Marsha Collier. She has written more than 10 books on the subject http://mcollier.blogspot.com/

  13. Nikolaus Eberl

    December 5, 2012 at 5:03 pm

    Thanks Dave – LOVE your point 7 – the RoI of social media is really that you will still exist in five years time if you embrace the social revolution. I really think the main reason why so many executives struggle with social media is that the goal posts for success in the NEW Economy have changed dramatically and the mindset required to succeed in the social era is diagonally opposite to what we were taught at college – outbound marketing is dying a slow but sure death and according to Gary Vaynerchuk, the author of the Thank You Economy “Content is King and Context is God!” Amen

  14. Adrian Lee

    December 5, 2012 at 6:09 pm

    Great pointers here. I like that the article speaks about the worst social media crimes that corporates commit. If it’s social, it sure as hell ain’t corporate. Some companies persist in carrying on in that vein.

  15. Judy Gombita

    December 5, 2012 at 10:07 pm

    As my internal communication, ethics and measurement guru Sean Williams says,

    “All marketing is communication, but not all communication is marketing.”

    That’s why I beg to differ with you David, big time, regarding #4.

    Besides which, isn’t that a rather sweeping presumption that all organizations view social media simply as marketing platforms? I’m on them primarily for information, conversations and relationship building. Certainly not to be marketed to by companies.

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  19. David Graham

    December 6, 2012 at 8:32 am

    Thanks Adrian!

  20. David Graham

    December 6, 2012 at 8:34 am

    Thank you very much for your valuable feedback Judy. I agree with what you are saying. As Scott Monty stated, social media must be owned by all but surely someone within the organisation needs to own and be accountable

  21. David Graham

    December 6, 2012 at 8:34 am

    Thank you sir :)

  22. Judy Gombita

    December 6, 2012 at 7:03 pm

    Marketing can only be accountable for marketing goals and objectives. I think it’s disingenuous to imply that marketing is accountable for all of an organization’s communication. Especially in South Africa with its King III Report and integrated reporting imperatives……

  23. Pingback: 8 things you should bear in mind for your social campaigns in 2013 | Anishka Communication Pvt. Ltd.

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