Introduction
Penske Truck Leasing Social Media
Executive Summary
The fact is that technology is here to stay and hence people need to understand it. People have known better ways to get customers using social media and looking at the fruits they bear there is no turning back. This is despite the fact there are many mistakes that people make, mistakes that will affect them negatively today or in the future. One could lose their business, their self-esteem and for others a lot of money. This is why an individual or company should not only look at the bright side but also on the dark side of social media. It is good to be prepared for uncertainties and has a solution for it to avoid surprises.
When one decides to use social media they should also try to have a backup plan and try to get customers in other ways. People should also do more of listening than talking to their customers so as to learn their needs and sometimes to be able to tell their honesty. It is also advisable not to give too much information that may put you or your business at risk. These are common things that most people do thinking there is no harm that can come with social media because there are no physical interactions.
Introduction
The social media and that is facebook, tweeter, LinkedIn and also Google has been used for so many things. There are individuals who feel that it is a platform to meet new friends and maybe even get a future partner. There are others who feel they should use social media to tell others what they do so as to acquire customers (Evans, 2010). During these times of economical struggle, people have ignored any dangers that might come with advertising with social media.
The author Dave Kerpen decided to educate people on the best way to market themselves using social media. (Kerpen,2011) The book he wrote ‘likable social media’ has become United States of America bestselling book. The author explains how people can get their customers to like them and also like their brand. This book has sold well because it not only tells how people can succeed using social media but also mistakes made when marketing using social media.
Kerpen writes that one should admit they have made a mistake and then explain to the customers and that way they will trust you for being honest. People should, however, know what they are getting into when they decide to use social media ((Kerpen, 2011)
History of social media mistakes
Social media mistakes started immediately people abandoned physical human interaction and started to connect using twitter, facebook and for businesses they started to use LinkedIn and Google. (Halligan & Shah, 2010)The common mistakes that were someone updating a message that they planned to send as a private message. This could be a secret or gossip and it could end up hurting you or the other party or one of your friend. Twitter and Facebook is a platform where people update what they are doing at that particular time and in the process, they make the mistake of giving too much information.
It all started with people trying to show how they are aware of how the technology works and also trying to get more friends and in twitter trying to get people to follow them. This is why people started making mistakes of uploading photos that are indecent forgetting that they are creating a bad image. This shows that the mistakes in social media started with people giving too much information.
The social media mistakes in marketing often happen because they do not get advice before proceeding. There are companies who just believe that it is easy to get customers using social media and hence they end up losing them before they can even get to them. They imitate what others have done and try to even use slogans used there before.
Answering question
There are many mistakes that individuals make when marketing themselves using social media. People advertise themselves by uploading photos so that others can get an idea of how they look. This will enable them to get more followers and also get comments on everything that they update. (Westheimer & Lehu, 2008). The main mistake that individuals make is using social media to build self-esteem. This can be devastating as people will take advantage of you if they sense anything like desperation in you. Individuals also give a lot of information about themselves like giving their phone numbers, their address, and other private details.
This makes it easy for people to track them especially stalkers who can be really dangerous. It also makes it easy for people to impersonate you in case they want to do something illegal. There are other people who keep updating new things after every minute telling people what they are doing. This is one of the reason there are journals for your private thoughts and activities. People should not be able to read you like an open book.
There are also mistakes made by companies when marketing in social media especially when they are new in the social media industry. There are companies who use all social media networks to market their services, this is a big mistake as people will tend to think that you do not have any customers and hence the need to advertise everywhere. There are others who keep updating about their products more often than required, people will feel that you are desperate and they will regret following you because every time you are on their page. (Zarrella,2010)
There are other common mistakes that companies make including those who have used social media for a long time. The first one is not planning before marketing using social media. Companies start using social media with no objectives at all and they end up losing a lot of money. The lack of planning also leads to failure of the marketing strategy. Companies also make the mistake of not doing enough research on who is their main customer and where they can find them. They will realize this when it is too late and hence end up moving to another site and another mistake they can make is just abandoning their followers.
They leave without giving information to the few followers they had where they have moved to make the company seem unreliable Companies also do not customize their Facebook pages or in Google making it hard for potential customers to recognize them. They do not think that branding is important. There is another big mistake that companies make, they go out of the subject by updating things not related to their businesses and they also go to the extent of uploading irrelevant photos. These mistakes will make customers feel that what you are marketing is a big joke and they will end up not doing business with you.
There are ways that individual can protect themselves from committing these mistakes. They can give minimum information about themselves and always leave something for themselves. It is alright to have many followers but they should follow you for all the right reasons. When one is new in the social media industry it is important to research on how to use it to avoid embarrassing yourself or complicating your relationship with others. The mistakes that one makes in social media can catch up with you in real life and hence it is important to moderate yourself. This can be done by ensuring that what you update is censored. When one minds their manners when using social media it minimizes their chances of making mistakes.
Companies can avoid making mistakes when advertising using social media. They can recognize their customer’s age and likes and know where to find them from wasting time and resources. It is also important to appoint a manager who will be dealing with all the social media marketing. This will enable them to be updated on changes in the ways of advertising and this way they will be on the same page with their customers all the time. They will also ensure that your accounts are not idle and there are new updates when required. It is also important to have objectives when using social media to help one recognize when you are not doing well so as to change your strategies.
It is also important to listen more so as to show the customers that they are your first priority, reply to their questions as fast as possible it will avoid the company making the mistake of giving the customers the impression that they are unreliable. It is also important for companies to avoid making their followers angry and try to please them. Being original also avoids making social media mistakes.
Mistakes sometimes are unavoidable and hence what one needs to do is deal with them in a mature way. When as an individual you have created a bad image to your followers it is important to not start making excuses and trying to blame others. The first thing is to apologize to your followers and maybe try to make things right. There are other cases when it is too late because the mistakes you have done are major and hence the best thing to do is to close your page and start something new. Companies, however, cannot change their name and hence the option of starting a new page is not there. When you make a mistake the first thing to do is accept to your customers that you are wrong and apologize.
This is one thing that most big companies would not do but it would do a lot of wonders. It is also important to stay calm and know how to deal with negative comments from customers after they see your mistakes. The other thing is trying to do the right thing after realizing that you did something wrong. (Evans,2010)
The reason why mistakes should be avoided is that there are other mistakes that are unforgivable. Individuals may open other pages under different names but your true identity will always be known and your close friends will have lost respect for you if it was something self demining. This can affect you as you will feel lonely and it will also lower your self-esteem but it will be too late. Companies that make mistakes that involve their customers or their brand are also in a lot of trouble. Any mistake that complicates your relationship with your customer is unforgivable, they are what make your company and hence respecting and relating with them well is the most important thing to do. Mistakes of been insensitive to your customer’s feelings are also quite not forgivable.
Real world example of a social media mistake
Social media mistakes are real and some companies have suffered the consequences. The company McDonald suffered from a social media mistake last year. They were trying to promote their brand and they wanted to engage in conversation with their customers. It did not go as planned as the customers started to give their bad experiences with the company. They talked about their products and services in a negative manner. The reason why this went wrong could be that they had not planned enough and had ignored all the possibilities of what their customers might say. When advertising something it is important for it to be simple and clear so that customers can understand. McDonald’s customers may have thought they were supposed to respond by giving bad experiences.
Another example is that of a chef in Boston Marc Orfaly who has a restaurant in Boston. When a customer tweeted how her home cooked pie turned out to taste like vomit, the chef had a nasty reply for her. This was unprofessional and people called his restaurant so that he could apologize. It is important to always be professional no matter what the update is about as your main goal is to promote your business. The chef would have told the lady what may have gone wrong and maybe offer her a recipe. This would create a good relationship with his customers who are always viewing tweets.
These are simple mistakes that were made and they could ruin the businesses. People would view a chef or flay as rude and ignorant and hence avoid his restaurant. They would tweet of what he said spreading the word to all his customers affecting his business. The case of McDonald is the same because other people who saw the tweets would think they do not have anything good to offer.
Conclusion
People cannot ignore technology as it is been used everywhere and hence forcing everyone to get to know how to use it. This is the most important thing, learning how to socialize, how to market using social media and also how to advertise yourself as an individual. There are a lot of good things that come with social media like meeting new people and getting to share ideas and for companies getting customers and hence increasing your sales at a low cost. (Qualman, 2009)
It is, however, important to keep in mind that there is always the dark side of something. The social media has its flaws and so one should be very careful. It is important to learn mistakes that people have done when using social media for all the good or wrong reasons so as to avoid them. There are mistakes that could cost a company its customers and individual their identity.
Companies especially should avoid small things like ignoring their customers when the main objective to use social media was to get to interact with them. It is also important for them to know how to talk to their customers without sounding unprofessional because the truth is that people are scared of trusting others and even businesses. It is, therefore, a company’s responsibility to try and show how honest they are and be able to gain the trust of their customers. (Zarrella,2010)
It is also important for companies to not forget that technology might age and hence the importance of connecting with their customers physically. They should rely on other ways of getting customers because there are still people ignorant of change and hence the need to go for them.
Social media may be the best thing that has happened to most people all one has to do is to be careful and avoid making mistakes when using it.
References
Evans, L. (2010). Social media marketing: strategies for engaging in Facebook, Twitter & other social media. Indianapolis, Ind.: Que.
Halligan, B., & Shah, D. (2010). Inbound marketing: get found using Google, social media, and blogs. Hoboken, N.J.: Wiley.
Kerpen, D. (2011). Likable social media: how to delight your customers, create an irresistible brand and be generally amazing on Facebook (& other social networks). New York: McGraw-Hill.
Mandiberg, M. (2012). The social media reader. New York: New York University Press.
Qualman, E. (2009). Socialnomics: how social media transforms the way we live and do business. Hoboken, N.J.: Wiley.
Westheimer, R. K., & Lehu, P. A. (2008). Dr. Ruth’s guide to teens & sex today: from social networking to friends with benefits. New York: Teachers College Press.
Zarrella, D. (2010). The social media marketing book. Beijing: O’Reilly.
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