You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Learn to Embrace Failure on Social Media
Posted on June 5th 2014
Failure is not an option, it is going to happen, which includes some of your efforts on social media.
This could be anything from a content series that you think is amazing, an innovative social outreach program, or a unique use of existing social media tools. It doesn’t matter.
You’ll craft well thought through plans, invest ample time and money, and believe beyond a shadow of doubt that what you’re working on will succeed in producing amazing results, but in some cases it won’t. It’ll fall flat, or even worse, outright fail.
Not everything you do is going to work. And that’s okay… it’s maybe even good.
Failure can be a tremendous learning opportunity.
Sometimes learning what doesn’t work is just as valuable as learning what does. It is beyond incredibly important to always be open to the idea of failure and that it will – and should – happen to you and the things you do on social media.
If you are open to failure, you’ll be better prepared to identify activity that isn’t working, determine what about it is causing the problem, and be able to put a plan in place to address any issues.
This could mean completely pulling the plug, which can save you a tremendous amount of time, agony and underperformance.
Alternatively, this could mean optimizing your efforts mid-stream, saving face, and turning what would have been a disaster into a triumphant success.
Finally, you simply might learn some valuable lessons to be applied to future efforts in the space.
However you look at it, embracing and acknowledging failure, can certainly be a positive experience.
If you never fail, you’re probably doing something wrong.
It is easy to think that if you never fail that you are probably doing many things right. And you very well could be.
The trouble is that if you never fail, you’re also probably not doing anything that is particularly innovative. By this, I don’t mean you need to be reinventing social media marketing every day of the week, but perhaps your strategic efforts are innovative within your category, in how you use a certain platform, as it pertains to the depth or breadth of information you share, in the level of access you grant your audience to your business, or any number of other similar things. Remember that innovation doesn’t have to be huge, it can be small, incremental or iterative.
If you don’t take any chances, never innovate or try something fresh and new for a fear of failure, then you’re also not likely to ever experience the great success that goes with being a leader.
Failure has never been safer than it is on social media.
The great thing about failing on social media (kind of funny to write that) is that it is such a fast-moving, dynamic and ever-present space that you will always have a chance to redeem yourself from your failures in short order.
Obviously reason needs to be applied here. Some failures are so spectacular that they are not redeemable, but if your social media marketing efforts are well thought through, I’m confident that you are smart enough to avoid such disaster, and to find positivity in your failure and be better for it in the long-run.
Do you have a plan or process in place to ensure you learn from failure and missteps?
Do you include a review of negative performance as part of your ongoing measurement and social media reporting?
Do you have any inspiring cases of when you have failed, learned or optimized, and then triumphed?
Do you know of any examples of typically socially savvy companies that have faltered on social media and how they rebounded?
It would be great to chat with you more about this in the comments, on Twitter @RGBSocial, or anywhere else you might be able to track me down.