4 major social media marketing challenges

I started to get in touch with social media about two years ago. As a person who has been engaged in network marketing for many years, the first reaction to social media is that this should be a new media channel for integrated marketing communication, and also a new contact point that can be used between enterprises and consumers. However, ashamed to say that there was nothing special about this new media, with the original network marketing inertia, our initial practice, is starting from the SEO, since the social media is the user can create content free of the place, that to do the site to do soft and outside the chain, it is not a matter of course.

And then the social media as a kind of SEO resources toss, until a year later, in Twitter to register some observation accounts, began to subscribe to observe some overseas enterprises microblogging marketing. Sina Weibo is also on the line at this time, also registered together, would like to observe the http://www.aliyun.com/zixun/aggregation/17595.html "> Domestic enterprises of social media marketing status." This observation probably lasted six months, during the period also collected and read a large number of social media marketing related articles at home and abroad, gradually to the social media have a certain understanding, at that time a lot of feeling, so opened their own blog, began to write their own social media marketing observation and practice experience.

Six months ago when opening a blog, the name of the blog is called: Social media Marketing-Communication and integration (Socialmedia marketing--something can be done). This name basically reflects my thinking about social media marketing at that time. The name, but also because of the traditional marketing and brand dissemination of some reflection. At that time, I am more firmly believe that, in the traditional marketing and brand communication because of excessive implementation, so that consumers produce marketing boredom and even marketing immunization, only through social media and their real equality communication, and gradually integrate into their network community, become one of them, Can completely solve the traditional marketing means of gradual effect, enterprises and the media to the consumer trust in the declining problem.

Now look, in fact, things are not that simple. Communication and integration, easy to say, really do have a very difficult to play. From my personal more than a year of social media marketing practice, these difficulties are mainly manifested in the following points:

It has been advocated by social media marketing to establish a friend relationship with consumers. But in fact, friend relationship, is a kind of personal relationship, Enterprise as an organization, whether and consumers to establish such a private trust relationship, is a big problem. The organization of the role itself, for an individual, is always lack of privacy protection. On the other hand, just having fans, also does not represent the establishment of personal relations, nor does it mean that this relationship to qualify as friends, not to represent the success of marketing, social media marketing success or not, I feel to a large extent, will depend on the results of communication, and communication results may be decided by the organization of emotional quotient. Perhaps the crux of the matter is that like a personal EQ, the organization of emotional quotient, is almost innate, it is embedded in the company's genes, which may make quite a lot of people who are not good at dealing directly with consumers in the social media to establish good communication with consumers, it is more difficult to integrate into the consumer.

Often when we talk about execution and control, we often talk about using various tools. Most of the so-called tools are mathematical tools, or statistical tools. As a practitioner, I have tried to use some of the existing social media related tools, but also tried to design some of the relevant model and algorithms to help communicate the implementation and control. I admit that in most cases, mathematics is the best way to grasp the structure of objects. However, for the communication of this particular marketing topic, mathematics, a purely rational method, is often unable to help us really complete the perceptual process of communication. We can hardly design fixed formulas for this kind of communication with emotional factors. Even if it can be designed, when communication is flowing, the process is necessarily rigid, like some call center customer service "statement", so that you have the feeling of talking with the robot. This confusion, perhaps for a long time, will haunt the business of social media practice. In other words, social media marketing may not be the kind of SEO that can be fully quantified, the tool of implementation and control tools. The process may be there, but the process, not necessarily the process can be controlled, the user feel, may not be the communication goals in the set.

When we talked about the media before, we said that the media is the carrier of creating and disseminating information, it is an organization, it faces the information recipient, is called the audience. But when social media emerged, the concept of the media is facing a very huge change, the change is that the carrier of information seems to be the organization of the website, but the information has been the identity of the individual rather than an organization to be created, information dissemination, but also through the personal relationship network to spread the progressive. When a person has his own network of relationships, is also a member of the network of people, he himself may be the media, but also audience. The trouble for businesses is that the media he can choose is no longer a few key organizations, but tens of thousands of individuals. Businesses may no longer be spending money on the media, let the media in their own way, their own goals to carry out the dissemination, many times, social media, such as the spread of personal media, to enterprises become uncontrollable. Businesses may no longer be able to integrate media through past business relationships to buy the right to speak. Then, enterprises need to make a completely different social media communication strategy, which for many enterprises, is a new topic, but also a big problem.

To the enterprise, a single customer, once was very small. In other words, when the customer to the individual identity and the enterprise to carry out a game, the individual customers, is undoubtedly weak, many times, they have only to swallow. However, when social networks appear, the voice of the client began to grow big, an individual customer, it is easy to attract the attention of other people to the controversial topic of a consumer and enterprise, and quickly form a kind of loose, but powerful client organization, this seemingly loose customer organization, Will quickly form a strong public pressure on the enterprise. It is important to note here that the people who are in solidarity are not necessarily friends of the initiators, they just take part in a sense of belonging (I am also a customer) needs to participate in this action, frankly speaking, the network, social media, the once alienated consumers together, they do not have to do too many things, they just put some kind of friendship, support, compassion, Empathy, or indignation, is conveyed by forwarding, and all of this will be a great response. This phenomenon means that the public relations of enterprises, also face some new issues, public relations strategies, but also need to make substantial adjustments.

Above, is the enterprise in carries on the social media marketing, may face several difficult problems.

Return to the topic of communication and integration. In social media marketing, after more than a year of thinking and time, I still believe that good communication with consumers, may be the only key to solve the above problems. Through communication, into the consumer's community, to become one of them, to a large extent, to help enterprises gradually learn to stand in the consumer's perspective to see the problem, to deal with the problem. Only in this way, enterprises can keep pace with the progress of consumers. As for how to establish communication, management communication, how to solve the above problems, and through good communication to achieve the goal of integration, we will need to devote a lot of time and energy to carry out in-depth study of the subject.

Source: http://www.socialbeta.cn/articles/4-problem-of-social-media-marketing.html