Engage, Enable, Inspire, Influence : Social Media

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I would love to think that Social Media marketing only has advantages because it is used by billions of people in the world and how could it ever go wrong, there are some disadvantages. There is good and bad to everything. It’s hard to think that there are disadvantages of marketing and advertising through social media since there is such a high population on social networking sites. It shouldn’t be a problem to reach us right? There is around 50 million people currently using Facebook, 5 million on LinkedIn, 4.5 million on Twitter. Shall I continue? I think you got the point. Even though there is such a high population of us using these popular social networking sites, there are some disadvantages. Some disadvantages would include that social media marketing/advertising is more time consuming than they expect. For example: creating a twitter account and frequently tweeting is an ongoing project and requires maintenance and time rather than creating a print ad and featuring it in your local newspaper. Another disadvantage is choosing the right social media platform for your company. Some companies may use some social networking sites, and none of their target audience is actually visiting these sites. Some social network marketing/advertising may be not be effective for their brand. Measuring the success of your brand through social networking sites is also a disadvantage. Facebook and Twitter are a pretty easy site to measure the success by looking at how many followers you have or “likes” however some social media sites doesn’t offer similar measurability therefore it becomes difficult for brands to measure whether social media was effective or not.  Lastly, marketers should not be using social media if they have no idea how to use it. Plain and simple.

“Technological innovations should be understood, not in terms of their content, but in terms of how they change society”

-Marshall McLuhan

Hockey being one of the most favoured sport in Canada, Pepsi did a good job insulting Canadians.

Pepsi created a social media campaign called “Pepsi Cheer”. Pepsi’s Social media strategy was to include a Facebook page, Twitter page and promote this strategy on their website. Pepsi created a contest to create a Cheer for Hockey Canada and the 2010 IIHF Men’s Hockey Championship in Germany. Pepsi was going to have the winning cheer promoted on Social Media, television and radio. They wanted the fans to use the cheer during the game. Many Canadian’s were insulted because they felt like there was nothing wrong with the original cheer Canadians used during hockey. Hockey is very patriotic to people, therefore Pepsi got a lot of negative feedback towards this contest. Pepsi forgot that people are able to start conversations. It’s a social platform. DUH! Pepsi got so many negative feedbacks people were writing “Pepsi, I don’t need your damn cheer”, Eh! Oh! Canada Go! This chant is a national embarrassment”.  Most of the feedback Pepsi received was negative.

Link to “Pepsi Cheer” Article

http://dannedelko.com/social-networking/pepsi-cheer-social-media-done-wrong.html

I completely agree with this article. I feel as though Pepsi should not of even made a contest for something that Canadians feel so strongly about. The amount of contest ideas Pepsi could have came up with are endless. Creating a new chant is nothing exciting and as we can see, it led to failure. I believe that Pepsi could have just simply made a Hockey game on their Facebook page and could have had some exciting incentive for people to play. I was never a huge fan of Pepsi to begin with anyway. Coca Cola all the way baby!

Another example of Social Media gone wrong is the restaurant we all know as Denny’s. First off when I think of Denny’s my thoughts aren’t too positive. Their food sucks, so is there social media strategy. Denny’s decided to print thousands of new menu’s and were distributed to over 15,000 restaurants. Denny’s decided to put there twitter link at the bottom of their menu and wrote “Join the conversation” without realizing that their twitter link was actually owned by a little boy named Denny. Poor boy!

I don’t understand how such a large company can make such a big mistake. So what did Denny’s learn? Test your idea before printing it 15,000 times. I think that goes for their food too… Oops did I say that?

http://www.slideshare.net/HorizonWatching/social-media-101-social-media-disasters

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