Social Media

Social media efforts 'could fail due to overconfidence'

Warning fired over social media overconfidence

Issue Codes Social Media

Marketers who believe themselves to be particularly knowledgeable about social media marketing may find that their tactics fail due to overconfidence in the medium.

This is according to MarketingSherpa, which conducted research showing that two-thirds of corporate marketers that have never used any kind of social media marketing or PR believe they are either 'very knowledgeable' or 'somewhat knowledgeable' about the channel.

It warned that this attitude to social media could result in their strategies backfiring.

Businesses should instead ensure they give social media marketing projects to those with proven experience in the field and if there is no employee with this type of background, an outside agency or consultant should be brought in, MarketingSherpa advised.

"These experts understand what works and what doesn't in social media," the website remarked, adding: "When it comes to social media marketing, an investment in expertise will ensure a rapid return."

Last year, Gartner published research findings suggesting that over half of firms using online communities as part of their web marketing strategies will see their campaigns fail in establishing a common purpose between the company and the customers in question.