The Top 20 Threats To Social Media Marketing
Social Media Marketing has moved from an interesting idea to an essential part of the marketing arsenal in the last couple of years.
It was nearly a year ago that I wrote an article on why the CEO Is afraid of Social Media and followed that up with a post that provide some answers on why he should be using social media in the 21st century that highlighted the frustration a lot of marketers were suffering due to the traditional and conservative approach to marketing.
Yet despite social media marketing’s maturing from a noisy infant to an arrogant adolescent in the marketing department, over the last 12 months the resistance to taking it seriously and apply and implement appropriate resources is still ever present.
Recently 150 of the top senior marketing executives in the UK met at the IDM (The Institute of Direct Marketing is Europe’s leading body for the professional development of direct, data and digital marketing) B2B Conference to discuss what they felt were the threats and challenges to having social media marketing implemented in an organisation. Here is a summary of what they found to be the threats to social media marketing adoption in companies they worked and consulted for.
1. Having the time to make the most of it
2. Having the time to keep up with the latest trends in social media
3. Deciphering the gold from the dross to ensure you are using the most effective methods to get optimal results
4, Getting buy in from senior managers and CEO’s
5.Measuring the ROI so as to be able to justify resources and efforts for your Social Media Marketing
6. Finding the right talent resource that have the appropriate experience to plan and develop content
7. Managing the social media marketing internally so as to ensure its effectiveness
8. Perceived lack of control over the messages exchanged
9. Resistance to buy-in by colleagues due to a continued and deliberate lack of understanding and interest
10. Disconnect due to generational barriers
11. Social Media Marketing is seen as a risk rather than an opportunity so nothing happens especially in conservative industries such as financial services
12. Less control over what the company is saying
13. Creating consistent flow of great content whether that be text, video or images
14. Lack of evidence and history to validate its value
15. Overcoming the gap between personal use of social media and its power as a business marketing tool
16. Not able to target the right audience
17. The perception that social media is a fashionable fad
18. Corporate apathy
19 Lack of guidelines and procedures
20. Fear of the unknown
What are some of the threats to implementing social media marketing at your organisation?
17 Responses to “The Top 20 Threats To Social Media Marketing”
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I feel #5 is the most debilitating since bosses are typically so much about keeping the company profitable in the now, and because the ROI of a social media program is not immediate (by any stretch of the imagination) it gets a little sticky at productivity meetings.
Jeff this is a superb list. I have also run into a fear of legal complications — divulging sensitive or inappropriate content for example, competitive information, sensitive customer data, etc. Thanks for a great post!
I think most people that dont understand and use SM are just not tech savvy. Once they figure out how brilliant these sites are, they are going to be junkies! It is the wave of the future. They can either catch the wave and enjoy or sit on the beach with the rest of the land lubbers!
I would work from #3 and #6 and add that we find that strategy integration (at planning and execution) is a huge hurdle. It’s like if we were trying to combine football with basketball – every league has its rules, traditions, experts. Every league knows best – and it’s hard to get something “new” on the field. Possibly a FAIL analogy but the point is that our marketing world was simpler B4 social media, web 2.0 etc. Now our clients have to work harder to make things work – and I’m not sure “full service” agencies are the answer…
“What are some of the threats to implementing social media marketing at your organisation?”
Skepticism, definitely. I have taken social media matters into my hands since a while and I am gradually “converting” other member of the management team as well, but it’s a slow process, even if rewarding in the end.
The biggest obstacle is surely not being able to clearly say “this works”, it takes time and efforts and I understand that not all organizations have the resources, especially human ones, to commit to it.