Ted Rubin, chief marketing officer of Collective Bias, has listed a number of things that business houses get wrong on the social media. He should know — among CMOs, he has the maximum number of followers on Twitter.
According to News.com.au, Rubin said that companies stress on the number of followers or likes or comments — without going into what those comments were about.
Most companies have not much idea about social media sites, he said, and many allow their public relations agencies to manage their social media accounts, effectively blocking out potential opportunities.
"The DNA of social is give out as much information as possible and let it fly," Rubin said. "It's in direct contrast to what PR companies are used to."
Other foibles he listed included blocking employees from accessing social media sites (which he called ridiculous), and allowing interns to dictate social media strategy in the mistaken belief that they are experts.
Just because they understand social media doesn't mean they understand marketing, he said.