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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #269: Social
media errors</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">February 15th, 2012</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2012/02/talking-bubbles.png"><img
class="alignleft wp-image-2542"
title="talkers"
src="cid:part2.01050103.05070206@oplin.org"
alt="" height="120" width="132"></a>Failure is
a valuable teaching tool. "Learn from your
mistakes," we're often told, but it's even better
to learn from others' mistakes. While many
libraries use social media, there's not much data
available as to how effectively they use it. Not
so with businesses, where effective use of social
media can translate to money gained or lost; their
use of social media is pretty well researched. A
few current studies of social media and business
are cited below, which point out some of the
failures in businesses' use of social media. Learn
from their mistakes.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.huffingtonpost.com/2012/02/06/social-media-efforts-fail_n_1210447.html">Customers
say small business social media efforts
failing: Survey says</a> (Huffington
Post/Rieva Lesonsky) "Just 8 percent report
being satisfied or very satisfied with
businesses' responsiveness on social media.
Almost one-third say their complaints or
messages had been ignored by companies. And a
whopping 88 percent say if they see that their
or other customers' complaints on social media
are ignored, they'd be less likely to buy from
those companies in the future."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.mediabadger.com/2012/01/why-small-business-fails-in-social-media/">Why
small business fails in social media</a>
(Media Badger/Giles Crouch) "What we found was
one overall reason businesses just plain flopped
in social media engagement. Committment. Any
small business owners out there will probably
agree; there's just not enough time in a day to
run the business and pay attention to all the
added challenges of engaging in social media."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.readwriteweb.com/archives/study_59_of_customers_dont_about_their_banks_social_media_presence.php">59%
of customers don't know about their banks'
social media presence</a> (ReadWriteWeb/Alicia
Eler) "Even though financial institutes have
increased social networking activity, ComScore
says that only 18% of customers knew that their
financial institutions had a presence on social
networks. A total 59% had no idea, and 24% were
unsure of what their financial institutions were
doing on social media sites."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.simplyzesty.com/social-media/research-shows-just-6-of-companies-value-listening-online/">Research
shows just 6% of companies value listening
online</a> (Simply Zesty/Lauren Fisher) "This
trend is worrying for social media, as it means
it will be hard for it to progress beyond the
'fun', experimental phase, to reach its true
potential for joining up individuals and
organisations, and indeed for it to reach the
full advantages it can offer businesses by
providing keen insight into what your customers
actually want and what they are doing online."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>One
more fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">The last
article quoted above uses data from a study
commissioned by Dell, which also found that over
98% of companies are making use of social media at
some level.
</div>
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