[OPLIN 4cast] OPLIN 4Cast #269: Social media errors

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OPLIN 4Cast

OPLIN 4Cast #269: Social media errors
February 15th, 2012

<http://www.oplin.org/4cast/wp-content/uploads/2012/02/talking-bubbles.png>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.

    * Customers say small business social media efforts failing: Survey
      says
      <http://www.huffingtonpost.com/2012/02/06/social-media-efforts-fail_n_1210447.html>
      (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."
    * Why small business fails in social media
      <http://www.mediabadger.com/2012/01/why-small-business-fails-in-social-media/>
      (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."
    * 59% of customers don't know about their banks' social media
      presence
      <http://www.readwriteweb.com/archives/study_59_of_customers_dont_about_their_banks_social_media_presence.php>
      (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."
    * Research shows just 6% of companies value listening online
      <http://www.simplyzesty.com/social-media/research-shows-just-6-of-companies-value-listening-online/>
      (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."

*/One more fact:/*

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.
------------------------------------------------------------------------
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