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  • socmedrightwrong

    It’s counter intuitive to the standard rule of marketing, which is basically “sell, sell, sell”, but social media does not respond well in any way to constant product placement. In fact, doing so is infinitely more likely to lose you a sale rather than gain you one; people will simply block your profile on social media just to avoid your message.

    Of course, spamming your product message over and over again works for more traditional media such as television and radio. Create a catchy gimmick or a jingle and then thrust it into the eyes and ears of the general public until brand recognition sets in and your brand becomes the first thing they think about when the product in question needs to be bought.

    On television, people stomach the adverts rather than change the channel. On radio, the gap between one song and the next being filled by a random ad is palatable.

    But the difference between social media and television/radio is that people can simply opt out of your advertisement. Therefore, the goal is to create interesting content that the user can get their teeth into so that when you DO drop a product message, people won’t begrudge you for using social media to further your brand.

    In fact, our experience has shown that if you make people laugh or get people thinking, then they will link that enjoyable content directly to your brand and give your whole business image a boost, resulting in increased good feeling towards your brand and more sales.

    Even if the “added value” to your social accounts is simply offering good customer service responses to enquiries or retweeting coupon deals that helps the consumer save a few quid, the net result is that your brand becomes a social media “hub” that potential customers appreciate.

    So ask not what your customer can buy from you, ask what you can provide for your customer. 🙂

  • scared1It might sound like a given, but an alarming amount of businesses don’t understand the social aspect of social media. For some business sectors, such as personal finance or cosmetic surgery, there is a fear of “saying the wrong thing” on social media and having a negative PR backlash as a result.

    The net result of this is pretty inevitable – the social accounts remain active but become repetitive as the brand manager adopts a “safety first” approach, and the potential KPI benefits from social media are lost amidst a dreary litany of product advertisements that have as much chance of gaining exposure to the wider public as Audley Harrison has of punching his way out of a wet paper bag.

    Or, even worse, the social accounts become completely dormant, updated once a month at best by a PR team that barely have the confidence to expand beyond typing the word “hello” into the text boxes of Twitter & Facebook without frantically second-guessing what people will think about what you’ve said.

    Social media is not a tool to be afraid of; it is something to be actively embraced in the spirit it was meant to be used. Outsourcing your social media management allows you to place the accounts in expert hands who can take a fresh, non-fear based approach to optimising and updating your social media outlets.

    Put your faith in social media, and you’ll be rewarded by it. But you have to believe in it for the benefits to exist!

    Let go of the fear and start reaping the rewards.

  • wetherspoons1

    I’ve lost count of the amount of times I’ve seen the above… It is the number one cardinal sin of social media for business: highlighting the bad about your brand, ignoring the good.

    People justify it as “signposting” – as an additional customer service outlet that people are happy to have. But that can be achieved without spamming the entire feed with negativity.

    Don’t get me wrong, I’m not suggesting that you ignore any negative comments on social media – it can be a fantastic tool to address customer grievances – but that shouldn’t be the primary goal of your social media presence.

    In short, you should sell your brand on social media by being social! The clue is in the name really! Automated-looking feedback is a massive turn off for the user and should be avoided at all costs.

    Retweet positive comments, and respond to the negative with a custom message rather than a repeatedly regurgitated soundbyte. It will give your brand a more human feel and increase your exposure positively on social media.