Why Your Social Media Strategy Might Fail


I have lived with an assumption for quite some time that I’m currently questioning. In my mind, digital natives (those who grew up with the internet, mp3 players and smart phones) as opposed to digital immigrants (those of us who had to learn to use such technology) were some of the best candidates to head an organization’s social media strategy. Maybe that’s not so.

social media strategy digital natives Maurilio Amorim

In the past week I’ve had three different encounters with young professionals who were having a difficult time incorporating social  media into their organization’s marketing strategy. And to make things even more interesting, all three of them were Facebook and Twitter users. I was perplexed by their lack of confidence in the media they seemingly knew so well.

What I quickly realized from my conversation with my young friends is that while they  have been using Facebook, Twitter and even blogging as a personal and social tool, none of them had ever thought of those platforms as a business venue. Then it hit me: they lack the fundamental building blocks of sucessful business or ministry; therefore they cannot create a social media strategy.

Without a strategy, social media is just a bunch of pointless, meaningless and too often self serving blabber. Organizations and individuals who understand not only the “how” part of social media, but also the “what” have success in this space. For example, Dell just posted that they have made over 6.5 million dollars from their Twitter account alone. Trust me, they have a strategy.

So before you put the well-meaning but strategically-challenged digital native in charge of your social media campaign, make sure there’s a plan in place and a way for you to measure results. Whether you lead a business, a church or a not for profit organization, you can either see strong results from a well-executed plan, your you can join the many who say: “we tried it and it was a waste of time.”

Do you have a social media strategy? In your organization, who’s setting the your social media strategy?

  • Great post. Interesting exposure of a gap that we have to bridge somehow, but you make a good point – it's been primarily a social tool for many that are now expected to use it as a business tool. To address the other side for a moment, some (especially non-natives) use it only for business and not for social – that can get exhausting too.

    • Usually the most successful users of social media in business also find a way to incorporate personal touch points in it. A business with a personality or a face is way more interesting to follow than a sterile business.

  • No matter how well you execute a plan, if it's flawed, then you won't get the intended results. Success always rests on strategy.

  • Jennifer Stevens

    I agree with you: someone has to "get it" and create a strategy before going online and posting stuff willi-nilli. I'm not sure my company has this one figured out yet.

    • Glad to see you used one of the marketing buzz words we learn in college: "willi nilli" 🙂

  • This story sounds so familiar….I agree with you; a good plan makes all the difference!

  • Pingback: Digital Natives and Your Lame Social Media Campaign «()

  • yes, great point.

  • Lauren Llibby

    Excellent observation, as usual!

  • Pingback: YoDigita()

Share “Why Your Social Media Strategy Might Fail” by Maurilio Amorim


Delivered by FeedBurner