Here at Anvil, when clients come looking for guidance on a social media strategy we strongly encourage that a well laid out plan is established before jumping into the mix. So, when a company hasn’t tested out social media marketing yet, I’m alright with that. If a company realizes that for whatever reason, they aren’t ready to add social media to their marketing mix, I say let them be. Because a feeble attempt at social media can often be more damaging than not being there at all.
Here was one attempt I came across recently, where I was surprised at the lack of social media interaction for a company that should probably be active. But at least they were proactive enough to reserve their branded Twitter account.
To Wells Fargo’s defense, they do have an active customer service Twitter account, but you would think it wouldn’t be difficult to use this main account to tweet out all that crazy bank information that no one really understands, right?
I digress, this is not what this post is about.
This post is about what happens to companies who aren’t ready to get into social media, but aren’t actively monitoring what is going on without them. You have to pull that little kid trick where you sit at the top of the stairs and try and peek down when your parents have friends over late and have put you to bed.
I’ve seen this a number of times with retail clients – brands especially who sell through other retailers. Some of those retailers will stop at nothing to get a sale, including setting up accounts that look like your brand, but link to their own site. This is not the most effective way to control your brand’s destiny.
Everything is branded with “Steve Madden Shoes” But the website is for an online retailer. Granted this account doesn’t have a huge number of followers, but you’ve lost some control of your brand none the less.
The bottom line is if you don’t want to participate right now in social media, don’t sweat it. But take some time to research what is out there and at the very least, keep your brand protected.