For some reason, when companies decide to use social media, they just “have at it.” They start a Facebook or Twitter account or launch a blog and, without really thinking about it, they’re off to the races.
They think that because social media and social networking tools are easy to use, and because so many “experts” tell them to jump right in, that it’s a no brainer. This is how most brands fall into trouble. From the start they get poor results and don’t receive the feedback or interaction that they initially sought. At this point, discontent sets in and they say, “social media doesn’t work.”
This is the root of the problem, which I like to call, “social media haystacking.”