Digital Archives -

Today we are awash in digital data. Something that will only rise as we saw a 70% increase in Internet sales and an 11% increase in digital marketing spending in 2020, which is expected to grow another 17% in 2021. This can be both a blessing and a curse. After years of working in the marketing industry, researching and teaching, there is a strategic mistake that I continue to see. It is the tendency for marketers to treat surface-level symptoms when there are often deeper level problems causing an issue. Michael Porter said, “Strategic thinking rarely occurs spontaneously.” Realtime 24/7 marketing data dashboards have not helped with this propensity for expedient remedies.

A benefit of digital marketing is that nearly everything is measurable. Google Analytics tracks over 200 metrics. Facebook Analytics adds another 100 and that doesn’t include your email, social media monitoring, CRM and POS software. A typical marketer can collect hundreds if not thousands of data points across digital and general marketing systems. Yet studies indicate 21% of marketing spending is still wasted resulting in inaccurate targeting (35%) and lost customers (30%). Added metrics does not equal added results.

With all this data it is easier than ever to spot a problem metric which marketers want to resolve as quickly as possible. Yet, the first problem noticed, such as a drop in website traffic, often doesn’t have a quick fix digital solution. It is merely a symptom masking a larger problem. This calls for some guidelines for marketing managers inundated with digital data. I suggest pausing for a root cause analysis that considers both digital and general marketing factors. Even though your symptom suggests a digital marketing issue, the root cause may be a general marketing problem that needs to be solved first.

With over 50% of advertising spending today going to digital marketing, it is useful to organize individual symptoms and problems into digital and general marketing. They usually require separate solutions and separate experts or teams. Below is a visual representation of a root cause analysis process for digital marketers. It is a modified Ishikawa, or fishbone cause-and-effect diagram, that outlines a process of asking a series of questions modeled after the Five Whys iterative interrogative technique. Like a physician, marketers can assess a set of symptoms to arrive at a diagnosis.

Identify related symptoms

To start this process you or someone on your team notices the first symptom. Maybe a dip in website traffic is what caught your attention, but what else may be declining? You may find other symptoms that can help identify the cause. Perhaps your email open rate is down in digital marketing metrics and in your general marketing data you notice new customer signups are starting to slip. Most of what you find will be signs or symptoms of problems. Make a list and sort into digital marketing symptoms and general marketing symptoms.

Identify contributing causes

Start asking “why” questions for each symptom. Why is website traffic going down? Why is the email open rate declining? Why is the number of new customers slipping? Contributing causes can be internal and external. External problems could include digital marketing causes such as Google changing their search algorithm or general marketing causes such as a new competitor, competitor strategy, or availability of substitutes. Internal problems could be digital marketing specific such as a change in your content strategy or general marketing such as customer service issues.

Identify the root cause

Keep asking “why” questions descending through a correlated list of digital and general problem causes. The root cause process “Five Whys” indicates that five “why” questions can get you to the root cause, but it may only take three or it could take more. Eventually, your contributing digital and general marketing problem causes will lead to one root cause. The root cause could be a digital marketing problem such as a significant Google algorithm change or a general marketing problem such as new competition in the form of a substitute product or service.

Plan actions for each problem

Create an action plan to address each digital marketing and general marketing problem starting at the root cause. If the root cause is a general marketing problem of substitutes drawing away protentional customers, a new product positioning should be developed to address this target audience’s needs. Then contributing digital marketing problems should be addressed with a new keyword, SEO and SEM strategy. New content should be created with the new product positioning. If repositioning isn’t enough, a new product or new services may need to be added.

Without pausing to find the root cause you could waste time and money on a product message and digital strategy that is not relevant to the customers that competitors are stealing away. You could end up investing in general best practices of optimizing content with infographics, videos, and increasing digital spending to no avail.

Today Porter’s five forces of competition can emerge quickly and are constantly changing. Adding a new product or service isn’t easy or a quick fix. However, discovering this larger problem sooner gives you more time to work on a solution. In that way, your digital marketing metrics can serve as an early warning system. Early detection enables your business to pivot promptly saving wasted resources on misguided action plans.

Sometimes a drop in website traffic is just a technical website issue or it could be a symptom of a larger problem. A root cause analysis may not be a simple solution but it can reorient your marketing actions away from short-term survival to long-term success.

Flip the analysis to plan for an opportunity

Finally, sometimes there may not be a general business or digital marketing problem and you are simply wanting to take advantage of a new opportunity. Perhaps you are trying to reach a new target audience group, launch a new product line or service, or move into new geographic territory.

To plan for an opportunity flip the root cause analysis and begin with the root cause as the intended end goal. Then work backward identifying general and digital marketing problems and symptoms that need to be addressed (adjusted or added) to help take advantage of the new opportunity.

With 73% of the world’s Internet users active in social media, 83% of Fortune 500 companies with social media accounts and 92% of recruiters using social media to find candidates it is too important not to carefully consider your actions. Social media brings together our personal, professional and working lives in a way no other medium has before. How do we navigate this social landscape where our worlds collide and brands communicate like people in one-on-one conversations with consumers?

Click here for an updated version of this article and template.

Etiquette is the proper way to behave and Ethics studies ideas about good and bad behavior. Both combine into Professionalism, which is the skill, good judgment, and polite behavior expected from a person trained to do a job such as social media marketing. Because social media blurs the lines between our personal and professional lives it is useful to look at actions in social media from three perspectives: Personal (as an individual), Professional (as an employee or perspective employee) and Brand (as an organization). To simplify the discussion I have created questions for each category in the Social Media Etiquette and Ethics Guide below.

Personal Social Use

If you think what you do in social has to do only with your personal life, there are facts you should consider: 60% of employers use social sites to research job candidates, 41% say they use social networking sites to research current employees and 26% have found content online that caused them to reprimand or fire an employee. Even if you try to keep your social profiles completely private 41% of employers say they are less likely to interview someone if they find no information about that person online.

The top types of content that turns employers off should not surprise you: Inappropriate photographs, videos, drinking/using drugs, discriminatory comments, bad-mouthing a previous company or fellow employee, and poor communication skills. The good news is employers can find information that causes them to hire a candidate including: background supports job qualifications, a professional image, personality fits company culture, a well-rounded range of interests, and great communication skills.

What about ranting? Rants blow off steam and make you feel better right? Research has found people’s moods decline after reading rants, and after writing rants they became more angry, not less. Forum moderator Bill Horne describes ranting as “watching others being burned at the electronic stake as they abandon logic, courtesy, common sense and self-respect.” In the end no one feels better. Recruitment professional Kate Croucher says about candidates, “If they are sharing lots of interesting things, and making insightful comments or forming strong opinions, and interacting with others in a positive way, it shows their ability to rally people behind them and develop effective relationships.”

Before you post or comment in a personal capacity consider:

Is it all about me? No one likes someone who only talks about themselves. The same applies in social media. Balance boasting with complimenting.
Am I stalking someone? It is good to be driven and persistent but be careful not to cross the line into creepy. Don’t be too aggressive in outreach.
Am I spamming them? Not everything or even the majority of what you post should ask for something. Don’t make everything self-serving.
Am I venting or ranting? Venting and ranting may feel good, but research says it doesn’t help and no matter how justified you feel, it never presents you in a positive light. Do not post negative comments or gossip.
Did I ask before I tagged? You had a great time and want to share those memories, but your friends, family or employer may have different standards. Check before you tag people in posts.
Did I read before commenting or sharing? Don’t make yourself look foolish by not fully reviewing something you are commenting on or sharing with others. Don’t jump to conclusions.
Am I grateful and respectful? Don’t take people for granted. Respond and thank those who engage with you.
Is this the right medium for the message? Not everything should be said in social media. Consider the feelings of the other person. Some messages should be given in person, by phone or email.
Am I logged into the right account? There are too many corporate examples of embarrassing posts meant for personal jokes that went out on official brand accounts. Always double check which account you are on. Don’t post personal information on brand accounts.

Professional Social Use

As seen above, social media has blurred our personal and professional lives. As an employee or contractor you should consider how your social use impacts your employer. When hired you should always refer to the company’s social media policy, but here are some general guidelines to consider. Not only should your social media not hurt the company, but many companies today see your active personal social media use as a medium of advocacy for the brand. Also, anything you post now may impact your professional image as a potential employee at another company or organization.

Before you post or comment as a professional consider:

Does it meet the Social Media Policy? Most organizations have official social media policies that you probably received when hired. Don’t assume you know what the policy says. Many employees have been fired for not following company social media regulations. Make sure you know and follow employer or client requirements.
Does it hurt my company’s reputation? No matter how many disclaimers you put on your accounts such as “views are my own” certain content and behavior will negatively impact your employer. If your bio states where you work, your personal account represents your employer.
Does it help my company’s marketing? Employee advocacy is an important strategy. Have a positive impact on your company’s image and when you can advocate for your brand in social.
Would my boss/client be happy to see it? You may not have “friended” your boss or client but a co-worker may have and your post is only a share or screen grab away. Even private accounts are never fully private.
Am I being open about who I work for? It is good to post positive content about your employer and it is nice to receive gifts, but if you are trying to pass it off as unbiased opinion that is wrong. Be transparent about your financial connections.
Am I being fair and accurate? Everyone is entitled to their person opinion, but if your opinion tends to always be unfounded and seems to have an agenda it will reflect negatively upon you. Criticism is welcome when it is constructive and opinion is backed by evidence.
Am I being respectful and not malicious? People can get very insensitive, judgmental and angry in social media posts. That does not convey a professional image. Don’t post what you wouldn’t say in person. Even an outburst in person fades in memory, but a malicious post is there forever.
Does it respect intellectual property? Not everything on the Internet is free. Check for or get permission to post company or client brand assets and content.
Is this confidential information? As an employee or contractor you are granted access to privileged and confidential information. Don’t assume it is fine to share. Do not disclose non-public company or client information.

Brand Social Use

For those who are responsible for creating and sharing brand social media content there are additional considerations to ensure you are helping to meet business goals and following laws and regulations. With 92% of S&P 500, 100% of Down Jones companies active on social media and 91% of retail brands using two or more social channels chances are your company is participating in social media through brand accounts.

Before posting or commenting as a brand on a social account consider:

Does it speak to my target market? Social media is unique from traditional marketing and requires a different perspective to be effective. Be sure to focus on your target’s wants and needs not yours.
Does it add value? Social media only works if people view and share it. Make your content educational, insightful or entertaining to grab interest and draw engagement.
Does it fit the social channel? Don’t post content ideal for Twitter on Instagram or Reddit. Each channel has its own culture and community. Make sure each post fits the channel’s environment, mission and policies or standards.
Is it authentic and transparent? Trying to trick people into clicking a link or making a purchase will get you nowhere. Don’t hide or exclude any relevant information.
Is it real and unique? Bots can automate tasks and be a great time saver, but use them for the right actions. Don’t use auto responses and create anything that could be perceived as spam.
Is it positive and respectful? It may be fine to talk trash about competitors or complain about customers in the office, but not in social media. Don’t badmouth the competition or customers.
Does it meet codes of conduct? As professionals we are part of trade associations that set standards of conduct. Be sure you are meeting these ethical standards such as the Word of Mouth Marketing Association’s Code of Ethics.
Does it meet all laws and regulations? Government has been catching up with social media and have issued regulations and laws you must follow. See guides on requirements like the FTC social media endorsement guidelines.
Does it meet the Social Media Policy? Most likely your brand or a client’s brand has a social media policy. Ensure you follow your own company standards.

The last consideration in all social media action from a personal, professional or brand perspective has to do with listening. A recent study showed that listening can influence up to 40% of a leader’s performance. Listening improves relationships and social media is based on relationships with friends, colleagues and customers.

The last question to ask before posting or commenting in social media is:

10. Have I listened twice as much as I am talking? Do you fully understand the person, organization or situation you are commenting about? We have two ears and one mouth for a reason. Taking the time to pause and listen has saved many a person or brand from putting their foot in their mouth and given valuable insight into creating successful social media efforts.

This guide just touches the surface of social media etiquette, ethics and professionalism. For formal legal advice you should consult the official documents or more in-depth resources. The lesson here is to take the time to ask questions and think before you post.

To consider the bigger picture in social media marketing Ask These Questions To Ensure You Have The Right Strategy.