This
is more of a memo to those on the client side.
I
get it. We get it. Social media is scary. It’s fast-paced, risky and
unpredictable. You just want to have nice organised initiatives with clear
goals, and obvious start and end points.
But
social media doesn’t fit those rules. And we all have to learn that. Because
effective social media is never going to fit into neat calendars with pointed
dates and transitional movements from campaign to campaign. Because it’s
social. And it doesn’t need your content. You have to prove to people why they
should like, comment, share and subscribe.
There’s
a well-known joke that using social media for free means that the people using
it are the product for sale. There’s a lot of truth to that. But we’re a living
product and we do determine our behaviour.
And
social media is, well, social. Brands which post at particular times and
respond in particular ways don’t tend to be that popular. Because good social
media doesn’t just mean knowing your audience, it means understanding them and
empathising with them. Having a genuine conversation with them.
So
enough with the Turing test, brand approved, signed-off, squared-off model.
Social media is about the genuine – so let it be a real conversation.
You
might find that people like you more as people than as a company.
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