by Lily Bradic
Last week, we explained the basics of #SocialSpin. This week, we’ll be looking at what causes it to happen, and how social sabotage, failure to plan, or simply bad luck can cause your online campaign to spin out of control. So, let’s get started:
When you’re passionate about your business, the prospect of a successful new marketing strategy can be incredibly exciting. When the strategy is your idea, that excitement doubles.
Unfortunately, the problem with being overenthusiastic is that it prevents you from thinking clearly. In your rush to implement your new strategy or campaign, you’re likely to miss things, relying on personal conviction rather than market research and statistics. If you don’t put a strategy or campaign through its paces, you won’t be able to control it when it goes live.
Each part of your campaign has to be focused, or the conversation can spin out of control. Check for things that could potentially be deemed offensive, or things that could be misinterpreted.
If you tried to write a novel without plotting it first, you’d probably find yourself floundering after a couple of chapters, and might even become too disheartened to finish. A marketing campaign is no different — although, unlike a novel, you can’t edit it. That’s why it’s crucial to get it right first time. Put as much detail into your plan as possible, and revise your plan as often as you need to.
Even a perfectly planned campaign can be affected by social spin if you or your employees commit social sabotage. Put simply, social sabotage is careless online behavior. Here are some examples:
Sometimes, things just don’t go to plan. Trolls can show up. A natural disaster could occur, or a celebrity could die, making your previously perfect campaign seem incredibly distasteful. There’s nothing you can do to prevent these things from happening — you can only adapt.
Have you ever had any trouble with social spin or sabotage? If so, what happened? Let us know in the comments!
Next week in #SocialSpin, we’ll be talking about preventative measures. In the mean time? Sign up to get Ghost Tips and we’ll help you take your online strategy to the next level!
Photo by Chickenloop