It’s the 21st Century and pretty much everyone has some sort of social media account. Well, at least 73% of Indians do have. But just because you’re on Facebook, Twitter, LinkedIn, or Pinterest doesn’t guarantee success. Even if you have a decent amount of fans, likes, or followers, it doesn’t mean that your social media strategy is working. If you’re not generating conversations or new subscribers, or making any money, then whatever you’re doing has failed.
Establishing a social media strategy is more than just posting an update informing people that a new product or service is on sale. It’s more than just sharing a piece of relevant information. A social media strategy is a success when you are able to engage and interact with your target audience.
Lets look at some reasons why social media campaign fail ?
Values don’t match
Because you have already established a mission statement, goals, deadlines, and a brand image, setting up a social media strategy should fall into place. At least in this area.
Everything that you do, or want to accomplish, on social media should be based on the values of your business. This not only guides your content and business objectives on social media outlets, but it can also generate some buzz about your brand, since you’ve also already identified your target audience and are aware of their wants and needs.
A social media campaign demands consistency. We’re not just talking about quality and useful information for your audience, either. We’re talking about frequently sharing that valuable content. But, how much and when do you update statuses?
A few social media campaigns that failed :
Advani’s Political Campaign
Indian politician L. K. Advani tried to position himself in lines of Obama as a ‘change agent’. He spent an average of Rs. 250 crores for his genuinely pathetic ad campaigns. He literally targeted all the Indian sites with his aggressive Ad words. Perhaps, while promoting himself insanely he forgot that ‘Advani is not a new product on the market’ which needs crazy branding!
Instead of connecting to the people online in a non-intrusive manner or mobilizing the bloggers to write about him, he preferred spamming the sites of the whole wide India. His blog also didn’t seem to appeal to the audience much and he failed both in the elections, and on social media.
One of the famous Indian blogger writes about Advani’s campaign as follows:
“We saw Advani becoming Ad -Vani with his aggressive ad words campaign targeting every Indian site. At one point there were only his ads on every site we browsed. The first and foremost reason it failed – We hate Ads.”
McDonald’s “Mc Spicy marketing campaign in India”
McDonald’s India introduced in the Indian market for its new McSpicy range of products in 2011. McDonald’s introduced a new product range in the Indian market called the McSpicy range. It launched a new advertising campaign range called ‘How Spicy is McSpicy?’ to promote its new product. The aim of the campaign was to project McDonald’s as a youthful brand that met the tastes and preferences of the youth. The prelaunch campaign involving a viral called ‘The Great Spicy Speculation’ proved to be a success and reached 250,000 people. Unlike its previous campaigns, McDonald’s used social media like social networking sites and messenger services extensively for the new campaign. The campaign failed as their was a disconnect between the new Mc Spicy Menu and the core message of the campaign.