Five Ways to Kill Your Brand Before It’s Even Born

• Jul 22nd, 2009
• Posted by Ron Schott
• Posted in Bad Ideas, Good Ideas, Lists, Social Media, Spring Creek Group

It’s easy to jump on Twitter, Facebook and any other social networking site, call yourself an “expert” and start advising away.   It’s something completely different to actually have the backing of research, analytics, experience and proven tactics – we like to think we represent the latter.

That being said, here are five things you can do to stick your social media foot in your mouth (and some helpful hints on how to avoid it):

Overpromise

What they say: ZOMG we’ve got this new big announcement coming up and it’s going to completely revolutionize the way you do everything!

What it really means: Just kidding… we’re actually going to do something completely predictable, we just thought we’d gum up your feed for the three weeks prior with promises of awesomeness.

How to avoid this: A good product or service speaks for itself. If you’re spending all your time hyping yourself or your company, you’re not focusing on the people who matter most – your clients.

The Nostradumbass Syndrome

What they say: We’re so confident in our knowledge of the world that we’re going to predict the next five companies that will hit the bottom in the next four months.

What they really mean: Actually, we’re going to unearth our feelings of inadequacy and tell you which companies we are scared to death of.

How to avoid this: It doesn’t take a rocket scientist to tell you when a company is doing poorly, their earnings reports and client lists do that for you. Instead of prematurely predicting the deaths of companies, technologies, etc., why don’t you spend the time on your brand that will ensure you’re not included in the next list?

Hit Ignore

What they say: We’re far too important to deal with you little people anymore.

What they really mean: Actually, we’re in over our head and are so busy patting ourselves on the back we don’t have time to talk with the people who got us here.

How to avoid this: Don’t forget your roots. Remember why your company is where it is and who got you there.  Take time to talk, listen and interact with the people in your networks.   After all, that’s what this whole crazy space is about.

Pick Fights

What they say: Hey (insert name here) you want to step to this?

What they really mean: Actually, we thought long and hard about something to write, but the truth of the matter is we don’t have a witty comeback and besides, social media is like a big episode of The Hills, right?

How to avoid this:  Everyone gets keyboard muscles once in a while.  You’re on your PC, impervious to the pummeling you’d probably get in real life, and you let a few strong-willed opinions fly.  Next time you’re thinking about starting a social media throw-down, do yourself a favor:  don’t.

The Houdini

What they say: I’m here all day, every day.

What they really mean: We really started doing this stuff just so we could say that “We do social media” on our website.  Now watch us escape from our long-term maintenance responsibilities on the account.

How to avoid this: Don’t get lazy. If social media outreach is that important to your business (and it probably should be) make the time to take care of your online brand.   Like a fine wine, it’ll only improve with age, so care for it and help it mature properly.  Don’t let it waste away like a grape on the vine.

Everyone knows that wine is always better than raisins.