{"id":5007,"date":"2013-08-16T21:59:14","date_gmt":"2013-08-16T21:59:14","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5007"},"modified":"2014-12-20T18:18:28","modified_gmt":"2014-12-20T18:18:28","slug":"ted-rubin-shares-with-newscomauhqs-clairerporter-the-top-10-things-businesses-are-getting-wrong-on-social-media","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/08\/ted-rubin-shares-with-newscomauhqs-clairerporter-the-top-10-things-businesses-are-getting-wrong-on-social-media\/","title":{"rendered":"Ted Rubin shares, with @newscomauHQ\u2019s @ClaireRPorter, the top 10 things businesses are getting wrong on social media"},"content":{"rendered":"
\n

Originally posted at\u00a0news.com.au<\/a>\u00a0by\u00a0<\/strong>Claire Porter, (@ClaireRPorter) Technology editor\u00a0<\/b><\/a><\/p>\n<\/div>\n

\n
\n
\n
\"Using<\/a>\u00a0<\/a><\/div>\n<\/div>\n

Using social media to broadcast a campaign or initiative isn\u2019t social media, says Ted Rubin.<\/p>\n<\/div>\n

\n

BUSINESSES should stop tweeting so much and shut up and listen to what their followers are saying about their brands on social media, according to Ted Rubin, Chief Marketing Officer of social media company Collective Bias.<\/strong><\/p>\n<\/div>\n

And he would know. Of all the CMOs in the world, Ted has the most Twitter followers.<\/p>\n

At the Association for Data-driven Marketing forum in Sydney Mr Rubin told news.com.au that when it comes to social media, the numbers don\u2019t matter. He says that too many businesses put emphasis on how many Facebook or Twitter followers they have, or how many impressions they can get from a social media campaign.<\/p>\n

They\u2019re skipping the most important step.<\/p>\n

 <\/p>\n

\n
\n
\"Ted<\/a>\u00a0<\/a><\/div>\n<\/div>\n

Ted Rubin says companies need to shut up and listen instead of using social media as an advertising tool.<\/p>\n<\/div>\n

 <\/p>\n

\u201cThey\u2019re worried about who has more Twitter followers, about who has more fans on Facebook,\u201d he said. \u201cOr they\u2019re worried about who is getting the message out more consistently on those platforms rather than taking the amazing amount of market intelligence available to them by looking at people that are following them and reading what they are writing on their own pages.\u201d<\/p>\n

And with that, Mr Rubin shared with news.com.au the top 10 things businesses are getting wrong on social media.<\/p>\n

 <\/p>\n

 <\/p>\n

\n
\n
\"Brands<\/a>\u00a0<\/a><\/div>\n<\/div>\n

Brands should spend less time broadcasting and more time listening to their customers, Rubin says.<\/p>\n<\/div>\n

 <\/p>\n

1. Broadcasting instead of engaging<\/b><\/p>\n

Businesses need to spend less time tweeting and more time reading, listening and understanding what it is their customers really want.<\/p>\n

2. Using social for short term campaigns and initiatives<\/b><\/p>\n

Businesses can\u2019t expect to use social media only when it is convenient for them and expect customers to remain engaged.<\/p>\n

\u201cA perfect example was when during the last Olympics, Procter and Gamble had an amazing campaign about women and what inspired them,\u201d Rubin said. \u201cIt was inspired. But the minute the Olympics ended, the campaign ended. It could have been ongoing.
\n\u201cWomen were asking what happened to it and Procter and Gambel said they weren\u2019t even interested in considering reopening it because when it ended, it ended.<\/p>\n

\u201cI keep threatening to restart it,\u201d he said.<\/p>\n

3. The belief that advertising on social platforms is social media<\/b><\/p>\n

\u201cIt\u2019s not. That\u2019s just advertising,\u201d Rubin said.<\/p>\n

4. Blocking employees from accessing social media sites<\/b><\/p>\n

\u201cThat\u2019s just absolutely ludicrous,\u201d he said.<\/p>\n

5. Discouraging employees from building their own personal brands<\/b><\/p>\n

Rubin said few companies are empowering their employees on social media, \u201cseeing it as a threat instead of a benefit\u201d.<\/p>\n

\u201cImagine you have a major international global corporation with 50,000 employees,\u201d he said. \u201cImagine if you empowered all of them, not just empowered but encouraged them and advised them on how to build their own social media followings.<\/p>\n

\u201cImagine if they wanted to get a message across how powerful it would be if even 10 per cent of employees built up a following. That\u2019s 5000 people\u201d.<\/p>\n

\u201cEmployees as advocates. Brands are not realising that their best advocates are their employees.\u201d<\/p>\n

6. Letting agencies tell you how to use social media<\/b><\/p>\n

Rubin said it\u2019s down right irresponsible to let agencies tell companies how to use social media, without ever learning how it works themselves.<\/p>\n

\u201cYou can outsource once you come up with your ideas,\u201d Rubin said. \u201cBut to outsource something that you have no clue about is a big mistake.\u201d
\n7. Allowing PR agencies to run your social media accounts<\/b><\/p>\n

The DNA of PR firms is \u201cless is more and control the message\u201d Rubin said. \u201cBut brands should learn to be more experimental because often they don\u2019t know really who their product appeals to. Following the example of PR companies could mean you miss out on potential opportunities, as well as the ability to better understand exactly who their audiences is.
\n\u201cThe DNA of social is give out as much information as possible and let it fly,\u201d Rubin said. \u201cIt\u2019s totally in direct contrast to what PR companies are used to doing.\u201d<\/p>\n

 <\/p>\n

\n
\n
\"So<\/a>\u00a0<\/a><\/div>\n<\/div>\n

So how does this social media thing work, again?<\/p>\n<\/div>\n

 <\/p>\n

8. CEOs making social media decisions without any knowledge of what it\u2019s about<\/b><\/p>\n

In the US only 35 per cent of top level employees are on social media, Rubin said. In Australia the number is likely to be much lower. \u201cThey\u2019re passing it off to other people,\u201d he said.<\/p>\n

9. Letting interns set your social media strategy<\/b><\/p>\n

 <\/p>\n

\n
\n
\"Whatever<\/a>\u00a0<\/a><\/div>\n<\/div>\n

Whatever you do, don\u2019t let the intern set your social media strategy. Picture: Thinkstock<\/p>\n<\/div>\n

 <\/p>\n

Just because your interns understand social platforms doesn\u2019t mean they understand your marketing, Rubin said.
\n\u201cIt\u2019s OK to let them execute your campaigns, especially in small businesses where they may not be able to afford a lot of employees, but don\u2019t let the intern build your social media strategy.\u201d<\/p>\n

10. It\u2019s not about numbers. It\u2019s about connections<\/b><\/p>\n

Too many companies focus on how many social media followers they have.
\n\u201cBuying Facebook fans has no value,\u201d Rubin said, \u201cbecause they haven\u2019t come to you for your information, they\u2019re not bringing any value to that relationship.\u201d<\/p>\n

\u201cIf you want to buy Facebook fans, fine, but if you don\u2019t have a strategy about what you\u2019re going to do with those followers, don\u2019t waste your time.\u201d<\/p>\n<\/div>\n

 <\/p>\n

\"Screen<\/a>\u00a0<\/a><\/div>\n

 <\/p>\n

by:\u00a0By\u00a0Claire Porter\u00a0<\/a>Technology editor<\/cite><\/p>\n

<\/cite>From:news.com.au<\/a>\u00a0<\/cite>August 09, 2013\u00a09:20AM<\/p>\n

Read more:\u00a0http:\/\/www.news.com.au\/technology\/biztech\/things-businesses-get-wrong-on-social-media\/story-fn5lic6c-1226694155868#ixzz2buGvCy4P<\/a><\/p>\n

<\/div>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

Originally posted at\u00a0news.com.au\u00a0by\u00a0Claire Porter, (@ClaireRPorter) Technology editor\u00a0 \u00a0 Using social media to broadcast a campaign or initiative isn\u2019t social media, says Ted Rubin. BUSINESSES should stop tweeting so much and shut up and listen to what their followers are saying about their brands on social media, according to Ted Rubin, Chief Marketing Officer of social … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1458,217,552,308,393,455,32,30,1029,3,244],"class_list":["post-5007","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-tedrubin-2","tag-cmo","tag-content","tag-engagement","tag-facebook","tag-influence","tag-marketing","tag-social-media","tag-social-media-marketing","tag-ted-rubin","tag-twitter"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=5007"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5007\/revisions"}],"predecessor-version":[{"id":5008,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/5007\/revisions\/5008"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=5007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=5007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=5007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}