Warning: Social Marketing Needs Impetus

You get an instruction from the boss. You attend a social marketing workshop. You are inspired by a case study.

You rush back to your desk and set up the twitter account, the facebook page, the Google+ page and many other social media accounts.

You start creating, connecting and collaborating. You enjoy it and follow it up for the next couple of weeks.

Then you get drawn into a business planning project, or a reorganisation....maybe some holiday cover or a customer service issue....and something has to give, it just has to be the social marketing.

I understand that life often gets in the way of your best intentions. I understand that social marketing often gets overtaken because it is a medium term business tool and not a short term fix.

However, this little Bob-o-graphic is worth remembering

The irony is that if the social marketing used correctly, then they can be invaluable business tools in dealing with crisis and customer service issues.

Any relationship needs emotional connection, any relationship needs work, any relationship needs consistency and indeed investment of time IF it is to remain strong.

Brands who use social marketing when they have time, when they can be bothered or even when they want to promote something will fail. Why?

Social marketing needs motion and a 'giving mindset' to succeed. Without motion and emotion, social marketing will fall over and potentially bruise a brand's reputation. (Tweet this)

So when you think of business cycles, social marketing cycles, news cycles......remember cycles need forward impetus otherwise they fall over. (Tweet this)