As a member of the Social Media Club of Kansas City, I was privileged recently to attend a very exciting meeting at which Jenna Bromberg (Head of Digital Engagement at Pizza Hut) was the presenter. Drawing from her rich experience, Bromberg did an excellent job sharing an amazing array of insights, tips, and observations that would be helpful to anyone involved in social media strategy and marketing.
As much as we all like to think we will always be successful in our social media campaigns, the reality is often quite different. Bromberg talked about the failures too. In discussing social media failures however, she offered what I think is extremely important advice:
“Never walk away without a key insight.”
That may sound slightly trite, but it bears a serious truth, especially about social media strategy. We can launch social media strategies and we can be successful. We will learn from our successes. Nevertheless, we should also learn from our failures. No matter what the nature of the failure, if you study it carefully, then you can walk away with a key insight.
I appreciate the way that Bromberg emphasized the importance of what I call performing the autopsy. Without examining the corpse, we will not discover the cause of death. Social media by its very nature is quirky, volatile, and powerful all at the same time. Therefore, every social media campaign demands a thorough review and examination of the results. Only then will we gain insights that empower us for future social media campaigns. And who knows? Those insights might be exactly what are needed to fuel your next great social media victory.