A German think tank recently interviewed over 500 marketing professionals about their knowledge of social media. Their findings explain why so many social media campaigns fail.
Many marketers of travel and tourism brands are asking the same question these days. “Why is my social media campaign failing to meet my expectations?”
Brand Science Institute, a German think tank, recently interviewed 560 marketers representing 52 brands in 12 countries on their knowledge of social media.
Their answers point to 10 reasons why social media campaigns fail.
Based on my experience with travel and tourism brands here in the U.S., I suspect the results would be similar if the survey had been done here.
The top 10 reasons why social media campaigns fail:
- 96% of the participants said they did not share their social media experience throughout the company.
- 89% of the participants said their companies had no social media guidelines.
- 87% had unrealistic expectations at the start of the campaign.
- 84% tried to gauge the success of their social media campaigns against standard media measurements.
- 81% of companies surveyed lacked a clear social media strategy.
- 76% said their legal departments hindered their success.
- 76% didn’t understand they had to moderate their social media projects.
- 73% of projects had to demonstrate a financial return after 12 months.
- 72% thought social media must be viral.
- 68% didn’t understand the 90-9-1 principle.
Using social media to enhance your travel, tourism or attraction marketing is a great idea.
To ensure success on the back end, make sure you follow these 5 principles for defining expectations for yourself and others on the front end.
- Establish clear guidelines before you ever start.
- Establish appropriate measurement tools.
- Work with senior management to educate and contain legal’s influence on your social product.
- Set appropriate expectations early and often about ROI
- Set up a system for sharing your social learning with your entire company
A great place to start any social media campaign is by asking yourself these questions.
If you’re the marketer of a travel or attraction brand, I also suggest you check out the highlights of the Brand Science Institute’s study on Slideshare.
What’s your experience with your social media successes and failures? What did you learn from those experiences?