Last night the High Tech Communicator’s Exchange featured a great presentation by Darren Barefoot and Julie Szabo of Capulet Communications. They discussed the 7 risks you should be aware of when considering a social media campaign. Here they are in cryptic fashion. For more detail, you’ll just have to buy their ebook (or the soon to be released in paper version) – Getting to First Base.
1. Your efforts are just not interesting enough – so spice it up a little.
2. Blogger backlash – beware the prima donnas and know your blogetiquette.
3. Rejection or backlash – could haunt you forever.
4. Efforts die on the vine – because of improper resource allocation.
5. You have Cluetrain goggles – social media is another tool in your marketing arsenal not the be all and end all.
6. Too self absorbed – always blowing your own horn rather than adding real value to the audience.
7. Be Proactive – do your homework and be prepared.
I would add only one thing to this and that is the risk of missing the mark. When considering any marketing effort, its always important to put yourself in your audience’s shoes and determine which social media hubs you are most likely to reach them in i.e. which Internet networking hubs they hang out in. For example, if your target audience is educated professionals, a MySpace focus would be less appropriate than LinkedIn or even Facebook or if you plan a campaign to promote a hi-tech device to bloggers you should hone in on tech bloggers not knitting bloggers.