It’s Monday. Chances are there are currently many businesses holding their weekly meetings to decide what they will be doing this week. Chances also are that some managers had a nice weekend with meeting friends and maybe even some birthday parties. The talks on those parties used to be mostly politics, but these days the discussions differ a lot. For example Social Media is discussed on almost every gathering. The good, the bad and the ugly of Social is being discussed.
I am willing to bet my entire fortune on it that somewhere on a birthday party some manager, some CEO or somebody else with a decision making role overheard or was part in a conversation about how Social Media is used in business. That person will have heard from his conversation partners what a great business tool it is for them and how their Facebook page reached ‘a 100 likes’ within a short amount of time. When that same manager turned his head at the birthday party he would see a group of kids all looking at their phones. Updating their Facebook status, playing a game or ‘apping’ their friends. In the back of his mind he will have thought: we need to do something with that.
This Monday morning that manager will have headed into the office, into the weekly staff meetings and will have said: “We need to do something with Facebook as well, where is our Facebook Page?”. And then the treadmill starts. A Facebook Page will be set up. Content will be created and will be posted. There will be employees begging their friends for likes and after a few weeks or months they start to wonder why Facebook didn’t work for them as ‘promised’. The manager by that time will have forgotten all about it and the marketing team will need to start looking for solutions.
Because they haven’t thought about it first. Because they lacked a strategy and just chose a channel. (more…)