By Mischa Truong-Tran
Social Media Expert / Social Media Strategist
Buildatribe.com – Social Media Training of St. Louis, MO
As part of my social media marketing consulting work not long ago, I was preparing social media campaigns and social media strategies for a customer who nearly made a costly error. Fortunately, it was simple to avoid and I want to make sure you don’t get snared by the same trap.
Before I let you know what it was, I want you to consider the answers to a few easy questions. How do you feel about commercials you see on television? Why?
I don’t like commercials. It drives me crazy when products get shoved in my face and it interferes with what I want to do. My dislike for commercials is so strong that I don’t watch much live television anymore. I prefer to record the programs I want with my digital recorder. That way I can fast forward through the commercials. Can you relate?
What does all this have to do with social media marketing, email marketing, Facebook marketing, Twitter marketing or other forms of online marketing? Everything.
My customer was preparing to do some YouTube marketing and video marketing. They recognized that their ideal clients almost always went online to do research before making the large investment required for their services. They created video scripts that answered questions their potential clients frequently asked them.
We created the videos and submitted them for our client’s review. Then it happened. Someone said, “Hey, let’s put our music and jingle at the end of it, the owner loves hearing that.” I scratched my head, because I knew where the conversation was going. “Let’s put our slogan at the end too,” they said.
I had just one simple question. What does the owner love more, hearing the jingle or getting more customers? They almost ruined a valuable, credible and potential viral marketing social media strategy and tool. They nearly destroyed a web video campaign by turning it into a lousy commercial.
When using social media for business, it is important to remember what matters most. Top social media consultants and social media experts will advise you to become the resource and become recognized as the industry expert. Become the thought leader that everyone else talks about and looks to for guidance.
Don’t make the mistake of ruining otherwise valuable social media marketing content by turning it into some lame commercial that will only repel the people you want to attract.
Here’s the video: http://www.youtube.com/watch?v=mId55BCIU2c
