When Your Social Media Marketing Is A Facade
November 21, 2011 
Author 
In Nothing frustrates me more than poorly executed or disingenuous marketing and PR efforts. That’s one of the reasons I’m motivated to blog: I’m irrationally committed to seeing brands implement quality, useful marketing programs.
But what is especially irksome is social media marketing software and service providers who don’t take the time to give their own marketing efforts the proper love. They really should know better.
So let’s go through (yet another) recent example I stumbled-upon.
From what I hear, Spredfast social software is actually pretty good. And in fact I’m their target market, as I work with a global digital team (and many clients) who could implement such a solution. However, when I see their website I don’t actually think these people understand social. So I’m immediately turned off from starting a conversation with them.
Case in point – at the bottom of their website they are pulling in a Twitter-feed of their CMO (who looks a bit like Bill Maher):
It’s a cool idea, except horribly executed when the Tweet shown is one from last year in December (yet, they state, inaccurately, it is the “latest Tweet”). They’re trying to make their website “social” except for the fact that this isn’t social or even useful.
Further their CMO hasn’t updated Twitter since September (2 months ago):
I actually don’t have a problem with executives not being social. But if a brand is going to portray themselves in such a way that implies their team members are in fact social it is somewhat deceitful to implement the above.
Aside from their CMO, this team as a whole has published a total of 18 blog posts this year, pretty dismal considering socially-savvy competitors in the space who have structured their marketing properly for the web publish 18 posts per month. Aside from that, they have ATD fails all over their own social efforts. For one glaring example (there are many more) check out their blog title tag (or lack thereof):
Yup, I look at this stuff when determining if software providers actually understand the web. In this case, does the above brand? Maybe …but they don’t show it in their own online marketing. That’s important because I certainly care to work with savvy software providers who are willing to go the extra mile and understand why these items (and more) are important. If they aren’t paying attention to their own efforts, would they with me as a customer?
The lesson is don’t be disingenuous and put in a half-hearted effort with your own marketing: whether you’re targeting the marketing category or otherwise. Your customers are smart and will see right through this.
Adam Green replied | Nov 21, 2011 (3 comments)
You’re not the only one who looks for these indicators when determining whether a software provider “walks the walk,” so to speak. I’m a small business owner (a freelancer, actually), and there are lots of people in the social media sphere – usually solo consultants – who target self-employed folks like me.
I’ve got to admit: Seeing so-called social media “experts” who haven’t updated their blogs in several months is downright comical.
janwong replied | Nov 21, 2011 (10 comments)
I have to agree with you on this one and there are tons of them out there! Their Twitter profile screams “I am a guru” but when you look at their tweets it simply says “Find out how you can make xxx dollars on social media” every single day. I don’t think it is a facade anymore – it’s just being indifferent.
Jim Rudden replied | Nov 21, 2011 (1 comment)
Ouch. We just got Futurebuzzed. Some definite fair points, Adam. Poor execution on our part in keeping this part of our website up to date. Also, bad decision emphasizing tweets from a member of the team (me) that has a limited social network presence to date. And we certainly can and will do more on the blog side. Time will tell how we execute in that area.
Of course, you did miss mentioning our company presence on Facebook, Twitter and Slideshare. Lots to explore there – with lots of positive feedback from the industry. And we continue to participate in and sponsor events like WOMMA and socialIRL to further the dialog on what is working in social business.
As painful as it is, thanks for the feedback. It will make us better. For the record, I never get Bill Maher as a look a like. Anderson Cooper now and then when my hair is short, but never Bill Maher.
Adam Singer replied | Nov 21, 2011 (597 comments)
Thanks for the comment Jim, and hey, we linked to your site so at least you get a positive out of this. Glad to hear you guys are open to feedback — and we’ll definitely check out your social outposts.
Also if you ever do want to respond to our community we always are open to guest posts from brands we write about. We’re glad you’re listening, so many brands we write about never respond so it is refreshing to hear that you’re taking our thoughts under consideration. Look forward to seeing how Spredfast progresses.
Oh, and the Bill Maher thing was a compliment — he’s great. Funny that I’m the only one to say that.
Samantha McCollough replied | Nov 28, 2011 (15 comments)
In all fairness Adam, you look like Ryan Howard from The Office :)
Adam Singer replied | Nov 28, 2011 (597 comments)
Hah, indeed I have been told that :)
Joe Librizzi replied | Nov 21, 2011 (2 comments)
There’s one thing that Spredfast can definitely teach their clients by example: monitor mentions, be open to constructive criticism and engage your advocates and critics alike. Kudos, Jim.
Jazzy Wright replied | Nov 22, 2011 (1 comment)
That’s the tricky thing about the social web–once you commit to it, to have to make sure that everything is updated constantly. Some businesses don’t stress the importance of updating everything.
Madison Wagner replied | Nov 27, 2011 (3 comments)
I agree. I find it frustrating when companies don’t update social media sites when they advertise as being a part of social media. As someone who uses social media on a day-to-day basis, when certain companies don’t keep information up-to-date, I take my business elsewhere.
Nicoline Maes replied | Nov 24, 2011 (1 comment)
Great conversations! I’m so waiting on a ‘like’ button for blogs. Want to compliment Jim on the way he responds to a message like this. We’re all human, an idea can be perfect, but it has to be executed thoughtfully and consistently to bring it to fruition. Live and learn (or hire an agency to do it for you).
Rachel replied | Nov 30, 2011 (2 comments)
This is definitely one of those “if you fail to plan, you plan to fail” situations. Companies certainly want to look like they are walking the walk, and integrating certain features (like a twitter feed) into a website homepage or touting a blog are great ways to show social media chops, but without an ongoing and unwavering commitment to keeping these assets updated, a company can end up looking worse for having outdated content than they would look if they didn’t try to do it at all. Sometimes less is more. And for the record, I think Adam looks like Ryan Howard too…
Shaquayla Mims replied | Dec 1, 2011 (12 comments)
I HATE IT WHEN COMPANIES DON’T UPDATE THEIR SOCIAL MEDIA SITES. Nothing is more frustrating than to visit the Twitter page of x, y, z, company to see that they haven’t posted anything new in months. The lack of effort is sloppy and leads me to distrust the company because they are putting on a facade. In this day and age when information is at our fingertips, it pays to be current.