The biggest issue with social media is brands approaching it with a “campaign mindset.” Social media is not about a campaign or promotion; it’s an ongoing way of business.
I had an agency pitch me recently and in their email, they provided 4 ways they thought they could “improve social media” for my brand. All four were one-off campaigns that showed a clear lack of understanding and knowledge around my brand, social media and business in general. Yet, this campaign-focused thinking is running rampant across our industry.
Take a look at Oreo — a brand most would classify as understanding social. An article in the New York Times addresses Oreo’s attempt to follow-up their recent success. While I’d be the first to say that Oreo is doing well in the social space, had their approach not been a one-off campaign, they wouldn’t be searching for “what’s next.”
Four brands stand out, in my opinion, as leaders in the digital and social space - and I continue to preach their approaches: Red Bull, Nike, Coke and American Express. What do all four brands have in common? None of them use a campaign-focused approach. Social compliments their overarching business approach. It’s part of their DNA. They may have campaign-like pushes, but it’s part of their support efforts.
Campaigns have an end date…social media doesn’t.