A No Win Social Media Game

Roundedcube Roundedcube
October 25, 2011
Digital Marketing

Informational. Responsive. Human. These are the characteristics I look for in a branded social media account.

I automatically think of DSW Shoe Warehouse, the shoe retailer, when I need a good example of a company who understands social media. The social team for DSW responds to positive, negative and neutral comments on their Twitter and Facebook accounts. They ask their followers and fans relevant questions to entice them to contribute to the conversation. They also run successful promotions and contests through these accounts. Plain and simple, they get it. This is no small feat considering they have over 27,000 followers on Twitter and nearly 225,000 fans on Facebook.

Then I think of the St. Louis Cardinals, the local Major League Baseball team, and how they kind of understand social media. They post information and photos about the team and share links to interviews with players or analysis from baseball experts from their accounts. Unfortunately, they currently do not allow their over 1 million Facebook fans the ability to post to their wall and I have not been able to find an instance in which they sent a reply from their Twitter account to anyone. I understand the task of managing comments and conversations on social media accounts with such a high number of followers and fans must be incredibly daunting. However, I see this is as a huge opportunity for them to interact and engage with their fans rather than just push their messages out to the masses.

The social media practice that I find most disturbing are these tweets:

Cardinals Tweet

Cardinals Tweet

Cardinals Tweet

And I shake my head.

In my opinion, there is no value to this practice. They are not asking for RT’s to drive awareness or provide information. They are simply asking for a RT if you think the team will win or if you are happy. I can’t think of the value the organization is getting from this type of action. A bunch of people RT the message? Is that value?

Am I completely out of line for calling this behavior out? What do you think?

Author: Alisa Thwing

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