How your social media may be killing your brand

ColoradoBiz
Tony Felice

Make sure it drives traffic, conversation to your domain

With the degree to which many companies drank the proverbial social media “Kool-Aid” last year, it’s no wonder that a slew of organizations are feeling a hangover effect in 2010. Many firms are beginning to realize that all their time and money spent devising and implementing such an approach has not only failed to produce measurable results, but also damaged their own brand equity in the process.

What happened

A good number of companies jumped into Twitter, Facebook, Foursquare and other platforms over the past 12-18 months without a well conceived plan to bring those conversations back to their primary web site. Sure, discussions are occurring, and many in fact may be positive in and of themselves. However, without a solid strategy, it’s very difficult to measurably tie social media back to business goals.

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Tags: conversion, Social Media, tony felice