Commentary

Why Your Social Strategy Is Failing

Where are brands going wrong with social media? Where to begin?! Too often, it takes them way too long to get approval on 140-characters of copy, which makes Oreo’s spontaneous success at last year’s Super Bowl virtually impossible. There’s too much “back and forth,” according to Adam Wexler, Founder and Chief Strategy Officer at Insightpool. Presently, brands are also pretty bad at extending the life of good copy, Wexler told attendees of OMMA’s Social Media Insider Summit on Friday. If a tweet or another piece of social content performs well, brands should further mine its value. How? Along with the paid media route, they can simply use Twitter to direct message the appropriate audience. Why don’t more brands jump at such opportunities? For many, “They don’t know any better yet,” Matthew Knell VP of Social and Community at About.com.

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