William

So you’ve set up a company fan page on Facebook and you’re letting your employees fire off messages to the world via Twitter — or you’re at least thinking about it. Well, congratulations! Hold on, though. While social media might sound simple, there are as many ways to screw up in this new world as in the old.

So you’ve set up a company fan page on Facebook and you’re letting your employees fire off messages to the world via Twitter — or you’re at least thinking about it. Well, congratulations! You’re part of the social-media revolution, which can offer unparalleled access to word-of-mouth buzz among those you most want to reach: your customers, current and future.

Hold on, though. While social media might sound simple, there are as many ways to screw up in this new world as in the old. More, in fact, because technology and online norms are both new and rapidly evolving, often in ways that are particularly challenging to deal with in a corporate setting. Here are eight mistakes to avoid as you make your way in the buzzing cauldron of grass-roots chat.

Mistake: Play down the costs.

Sure, Twitter accounts, Facebook fan pages and YouTube channels don’t cost a thing. But don’t think for a second that you can do your social-media effort on the cheap. Getting the most out of these tools requires time, attention and skill — none of which are free.

Over time, however, social media does save you some money, since you can use these outlets for efforts you might otherwise contract out to PR firms, ad agencies or market researchers. Don’t expect to replace them all. Instead, think of social media as a necessary and powerful complement to your existing outreach.

Get the full story at bnet.com





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