Your biggest challenge in social media

I’m inspired by a recent Mashable post quoting Ford’s social media chief, Scott Monty, sharing his view of the biggest challenge of using social media.

“Exercise judgment to determine which discussions are worth spending time on. It could be engaging with a major influencer, publicly handling a customer complaint, or giving fans special access to events, information or other opportunities that would deepen a relationship.”

He also noted that you’ll need to limit how many services and platforms you use. “Decide which social networks are the most relevant to your customer base and help you achieve your broader business communications goals. Choose a small number to begin and expand your footprint based on staffing and trends that are evolving externally.”

Monty noted that half the battle is simply showing up. “It’s not just about running an online promotion or campaign and expecting results. You need to be there consistently and reliably every day, so that over time, a community will grow — and that’s when the magic begins to happen.”

I’m reminded that strengthening your brand’s social media relationships is not instant, but an outcome of continuous communication. Even though social media plans have goals, there are no finish lines. There are always more interesting people to engage with who want to know more about your brand.

What is your biggest challenge in social media?

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3 Comments on “Your biggest challenge in social media”

  1. paulmerrill Says:

    Getting others in my org to get on board.


    • I have issues with that as well. Although, they know social media and blogging has some level of importance, it often falls onto the backburner when other projects come up. I’ve been most successful when I communicate more about our social media growth, which I think creates excitement.


  2. Completely agree with both you. Getting the organization to integrate the social web into everything is so challenging. This space moves so quickly it’s easy to get behind unless the company is nimble enough to move along with the latest trends.


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