B. Expecting a quick effect
My observations show that in social networks, it takes on average about a year to build an effective digital marketing tool based on your accounts. Again, this is an average. That is, in some cases it can be faster (and even much faster), but 12 months is exactly the period when you can already sum up some results and count on the help of SMM, if not in attracting, then at least in retaining customers. Now, the problem is that a lot of decision makers consider a year to be a long time to experiment. They ask me: can't it be faster? This is reminiscent of a funny case when one day while surfing the pages of the Web, I came across a banner “LOSE WEIGHT IN 15 MINUTES”. I still regret very much that I did not click on it then. I love these things and I give you my word: for the sake of interest, I would call and ask: “Good afternoon: I now have 15 minutes after lunch, how can I lose weight?” For such "sprinters" who want a lightning-fast effect, I usually remind the famous frog trap story. It tells that if a frog is thrown into a pot of hot water, it will try to get out of there. If you throw it into a pot of water at room temperature, it will begin to float there. But what happens if the frog is placed in a pot of water at room temperature and then put on a slow fire? I bet you guessed it: it will boil (note that no frogs were harmed in the writing of this book). This story illustrates very well what is happening in social networks. While some will complain that a year is a long time, competitors will not stand idle. They will start to work slowly. Look, they already have the first 100 subscribers, and then the first thousand. And in the feedback topic, 50 real people have already written words of gratitude. If your management thinks that a year is too much, remind the bosses that the year will pass anyway. Time is the most valuable non-renewable resource, right? We cannot save it, save it or increase it. The only thing we have the power to do is choose how to invest it. Therefore, do not spare time for something that can potentially pay off handsomely. Of course, someone may ask: why a year? It is possible to establish relatively uninterrupted work in a matter of weeks, and sometimes in a few days. For example, setting up targeted advertising or retargeting from the site does not take much time, and the effect can be obtained immediately. That's right, I agree with this. But when I write that on average it takes a year, I mean the full operation of all systems. Not only quick tools like targeting, but, for example, gaining positive dynamics in community subscriptions (without additional financial costs), forming the “core” of the audience and many other factors that are impossible to get at the start in principle.
. Wrong choice of venues
Last in our impromptu hit parade of serious misses is the case when business owners are chasing fashion. Yes, there are companies whose employees, literally on a physical level, feel the need to constantly try something new. There doesn't seem to be anything wrong here. Just think, they register accounts in fashion services, what is the mistake? At first glance, everything, in principle, is normal. Is Instagram Growing? Let's try! Trending Periscope? WE must be there! And then what? Public chats in Viber? Okay, let's start! Bots in Telegram? Why not! And so on. Also, we must not forget that in addition to this, previously opened representative offices in VK, OK, FB, TW and other networks are working. Everything would be fine, but usually with an increase in activity in various services, the number of employees of the marketing department does NOT proportionally increase. Simply put, all these innovations fall on the shoulders of the same person - the only SMM specialist. And if earlier he had to organize the process in three networks, now there are already seven projects. This leads to the fact that focus is lost - perhaps the most necessary condition for achieving a maximum. Usually, in the end, it all comes down to simply copying the same materials to all accounts. This is a mistake because (we already discussed, remember?) different networks have different audiences. And approaches to people are also required different. Of course, there are cases when such a policy of widespread expansion is justified - for example, Tinkoff Bank is represented in a large number of networks. This is because the profile of the organization is the issuance of credit cards. That is, they are engaged in giving people money at interest. Who might need money? Everyone! And students from Instagram and summer residents from Odnoklassniki. A simple analysis shows that they really should work literally everywhere - their audience is present, perhaps, in every service. If this cannot be said about you, focus on key projects.
3. Audit with
