Brands should break the process…

… if they want real-time social to work. YES THEY B*#@DY HELL SHOULD!

After reading Immediate Future’s latest blog post I felt the sudden urge to bang heads on desks. Weird but true.

It’s the “real-time” social (marketing) topic again. I’ve picked out 3 things which the blog mentioned.

Currently traditional structures, processes and skills are causing some of the biggest challenges to real-time social engagement: 

  • 31% find gaining quick approval on posts difficult
  • 62% say that managing out of hours engagement is a struggle
  • 38% claim creating content on the fly is a challenge

31% find gaining quick approval on posts difficult – That I partly agree. I strongly believe that brands do need to ‘relax’ a fair bit when it comes to this. The process is way to slow and is bogged down my all the legal hoops that posts, images, links, articles etc have to go through. This process itself needs to change in order.

62% say that managing out of hours engagement is a struggle – Disagree. It’s only a struggle if you don’t have the right person or guidelines for the job. It’s a struggle because you have hired the wrong person for the job. The reason you have X amount of fans, followers is not always because they love the brand, it’s because it’s the only way they can vent out frustration or nice comments about that the brand.

38% claim creating content on the fly is a challenge – RUBBISH. If you have prepared a content plan for the month (or year) then you should be able to prepare for events scheduled. Copy and/or Image should be ready. There’s no excuse. There are loads of apps available for content creation and editing you can do on the go. You don’t need to have BA in photoshop, just need to be a wee bit creative.

Brands need to stop running and learn how to walk when it comes to real-time social. Oreo dunk in the dark tweet was pure luck. Why? It was clear and simple and didn’t harm the brand and it didn’t insult anyone. Clear, simple and worked.

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