Social Marketing – You’ve been framed!

Like a You’ve Been Framed clip of a dancing granny whose had too much sherry and falls into the Christmas tree or watching your uncle trying a bit of hip hop at a family wedding this week’s attempt by UK supermarket chain Waitrose to “get social” was both hilarious and deeply worrying at the same time.

Waitrose this week challenged shoppers to “finish the sentence: ‘I shop at Waitrose because …’ #WaitroseReasons“. It backfired spectacularly as Twitter users piled in to ridicule the brand for its posh image.

The failure to understand social media is not restricted to Waitrose though.  Marketing departments globally have been guilty of failing to understand social media. Using for example Linkedin groups to promote your brand is like breaking wind in a tent and many organizations are abandoning their Facebook marketing strategies due to mixed results.

Social networks take conversations to a hyper level. The key word is conversations. Conversations are not about broadcasting marketing messages via social media channels nor are they about scanning or listening to social media networks for your company name. Conversations involve participants both talking and listening, not broadcasting and monitoring. Using social networks as a marketing channel is doomed to failure. As we have seen with Waitrose failure to understand social media can harm your brand and make you look completely out of touch.

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