You are doing it wrong. Very wrong. I am so shocked by what I am seeing that I had to stop and blog about this. I may have to leave early and get a drink because after looking at your social media presence, I think it is time to drop a mic on this week.
This gal has a reach of nearly a million people between Facebook and Twitter and yet, it looks like it was handed over to the company gossip.
Exhibit one: the release of DKNY’s new perfume “Cashmere Mist”. I understand that a new product launch can be exciting… but is it this exciting?
Every single one of the brand’s Facebook posts from the month of July is about either Cashmere Mist or Liquid Cashmere. It gives me the impression that the only thing Donna Karen is selling right now is this perfume! Un-be-lievable.
You would think that if the Facebook page was all Cashmere all the time that Twitter may suffer from the same fate. But oh honey, it is worse, so much worse.
The Twitter account is ‘DKNY PR Girl’ (@DKNY). This is intended to be a day-in-the-life of some fashionista lucky enough to be working at the in-house PR for DKNY. She’s been handed the keys to the kingdom, but somehow, I don’t think the Queen knows what she is doing while she is out.
Mostly, she’s talking about her preference of condiments (I can’t imagine Ms Donna Karen would ever eat a hot dog)
And sometimes she is bashing VIPs. She’s so excited about this tweet that she’s pinned it. Because that celebrity may not actually see it and realize she’s been shamed on Twitter. Can you say fall out?
What isn’t she doing? TALKING ABOUT HER CLIENT/BRAND! At all.
This is my reaction to all of this
Unfortunately…. I don’t think anyone at Donna Karen has any idea what is going on here. And it is a shame, because for more than a million people, these social media sites are the face of DKNY. It is what they think of when they think of the brand. This is now DKNY’s social brand- a snotty girl who looks down on others and is too lazy at her job to post about anything other than perfume for an entire month.
If someone was paying attention to what is being said about Donna Karen, perhaps they would find this post, but I don’t think that is going to happen. So let’s learn from this example.
Tips for making sure your social presence matches your brand:
1. Don’t entrust your brand to just anyone. You would’t let an intern write copy or design an ad and deliver it to a vendor without reviewing it, right? So why let someone equally inexperienced manage your social brand.
2. Create online brand standards. What is your voice, tone and style? What topics are to be avoided? What do you want people to think of you? I guarantee you DKNY doesn’t want to be thought of as this girl. But that is how who I think of when I think of the brand.
3. Review content and analyze its impacts. This need must be balanced with the equally important need to be flexible and timely. Front loading calendars with pro-active content that can be planned, then peppering it with viral opportunities as they come up is key.
4. Listen to what others are saying. Your brand isn’t what you think you are- it is what others think you are. Thankfully, with the plethora of social media listening tools out there- you can see what people think of your brand and address it. People are more likely to post if they have a negative experience- and they are likely to never purchase your products again if they are ignored online. So listen and respond. If you notice a trend in complaints, address the problem and thank fans for bringing it up.
5. Follow yourself. I guarantee you if Ms Karen was following her social media channels this person would have been fired a long time ago. Sadly, I don’t think anyone is paying attention.
I hope to never see a brand’s social media presence managed this poorly again, but sadly… I don’t think that is realistic.