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. 🙂