Seriously, it’s probably you. Most campaigns fall apart because of the company itself. Don’t blame lack of interest, the medium, or your community. If you can’t convince your consumers to be interested enough in you to fan you on Facebook, how are you getting them into your stores to buy your product?
For those don’t want to keep digging their own grave look for the warning signs. Fix them and you’ll see how consumers clamor to be part of your community.
PC Sucks – We Want Sensational
Being perfectly politically correct will kill your campaigns. It’s boring, bland, and hardly excites anyone. Sensationalism rules as people look to push the envelope and test the line of what’s taboo and what isn’t.
Common television is proof of this. Reality TV and shock TV rule the ratings. The question is “what can you get away with?”
Burger King is the perfect example. Their campaigns continually push the limit. Examples include their Facebook campaign that asked to you remove ten friends to now their UK campaign that has a showercam (semi-sfw).
They’ve embraced that idea that PC is boring and have tried to take each campaign to the next level. Do they have a backlash? Sure, people complain about their advertising and what they’re doing, but not enough.
You won’t make everyone happy, so might as well just appeal to your demographic and do something crazy. Get me excited and make me go “wow”. Then I’ll share your content.
Someone Should Kidnap Legal
If you’re ready to stop being PC about everything you do then the first step is to get rid of legal (not really, but god get them to lighten up).
It tends to be that legal is the scapegoat for any campaign that may be seen as unacceptable. Someone doesn’t like a strategy or is afraid of the backlash; more often then not they’ll send it to legal with strict approval guidelines.
Don’t let others use “legalities” (and I use quotes because it’s not that something is against the law, but more that the fear of being sued has spread to an uncontrollable paranoia) to keep you from launching a viral campaign.
Make sure your legal team understands social media culture and what works online. They’re there to keep you from being sued, but also to fight for the company when you are being sued. Give them some real work.
Hire a Clown or a Funny Magician
Has your company ever tried to be funny? Has it ever worked?
Most businesses have a sense of humor, at the beginning of a campaign inception. Then more people weigh in and things start to morph. The campaign suddenly goes from hilarious to bland.
Be very clear that comedy is an integral part of online marketing.
When consumers are searching online, they have the ability to go to anything and see all kinds of information. We’re naturally drawn to media that makes us feel good. Why would someone take the time to watch or listen to what you have to say unless it makes us feel good?
Online consumers are looking for specific things. Don’t forget you have to fight for attention and you need to compel people to share your story. Are you doing that right now? What’s stopping you?
I’d love to hear your thoughts. Have you overcome some of these obstacles? What did you do to take a bad strategy and make it successful?
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