Social networks are not broadcast media

IT’S NOT ABOUT YOUR BRAND, IT’S ABOUT YOUR CUSTOMERS. In the past, traditional marketers didn’t have the luxury of a two-way conversation with customers, but they did have a captive audience. Consequently, traditional marketers pounded consumers over the head with marketing messages until the public bought from them. Today it’s not that easy but too many marketers see social media as another broadcast media channel.

Let’s get one thing straight: consumers don’t have a problem with social media, brand do. The idea that a brand, a big faceless organization, can have a conversation with one person freaks them out and rather than talk with that person they spend endless hours trying to justify the expense of talking to that person. It’s actually quite moronic.

What does your brand mean to consumers and customers ? That is the starting point for ANY brand before they get into social media marketing. There are some brands that people like to follow such as Starbucks, Trek Bikes, or their car company but do people really want to raise their hand and say “I’m a fan of Heintz Catsup ?

On the brand side too many brands are making the jump into social media without both fully understanding social media and the requirements to keep social media vibrant. For example a vitamin company shouldn’t be posting special promotional offers rather they should be talking about the latest news around supplements and what it really means for consumers. A fruit juice company might want to talk about “residual sugar” in some fruit juices and how their product contains less sugar. Inform, educate and start or join the conversation !

Some companies, like pizza chains, are using social media to broadcast promotional offers and that might work for them because let’s face it consumers have better things to do than become friends with a pizza company. However a relationship is built on trust and listening not broadcasting mud and hoping some of it stick on the wall.