How to Make Money with Social Media: An Insider’s Guide on Using New and Emerging Media to Grow Your Business

Chapter 6. Why Your First Social Media Campaign Didn’t Work

YOU WERE PROBABLY PRETTY FIRED UP WHEN SOCIAL MEDIA FIRST CAME ALONG. IT WAS AN EXCITING NEW APPROACH, A LOT OF BUZZ WAS CIRCULATING ABOUT IT, AND EVERYBODY WAS EAGER TO SEE IF SOCIAL MEDIA WAS GOING TO BE LIKE USING GOOGLE TO DO A PAID SEARCH CAMPAIGN. MAYBE YOU REMEMBER PAID SEARCH—IN THE EARLY YEARS, IT WAS SO SUCCESSFUL THAT IT WAS THE EQUIVALENT OF PRINTING MONEY. TODAY IT’S A SOLID, VIABLE MEDIUM, BUT IN THOSE EARLY YEARS, IT WAS SUPER HOT.

That’s what social media is today, super hot. But somewhere along the way, a lot of people have stumbled in using social media. They’ve launched a campaign, sometimes with great fanfare, and failed miserably.

In Chapter 2, “The Evolution of ...