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FRIENDS ARE TO FACEBOOK WHAT CUSTOMERS ARE TO BRANDS

If you Twitter or Facebook, you are faced with the same dilemma several times a day; “what to write next”?  Social Media has introduced a new phenomena that I consider to be nothing more than “personal marketing”.   I am continually surprised at friends on FB who unknowingly degrade themselves by what they post (okay, yes I’ve done it too.).   FB, as with email, cannot express the emotion that is sometimes needed to communicate effectively.  And this can be dangerous to friendships (and/or customer relationships).   Just as you would update your FB or Twitter status, a brand needs to create an effective amount of ongoing content to remain relevant, and thereby hopefully brand champions find it interesting.

BUT WHY IS THIS MUCH MORE DIFFICULT FOR BRANDS?

Social media has certainly attained greater traction for personal application than it has for commercial or corporate brand use.  Why?  Because it’s easier to accomplish at a personal level.  Brands are too caught up in legalese for fear of saying or doing something wrong.  Sound familiar?   Individuals don’t worry about a “corporate legal department” when contributing content to their FB page; although I wish some  had the benefit of legal counsel, save they look so stupid by what they post.

The web is and will remain your best tool for ongoing message distribution?  It is now more important, valuable, and effective than any medium before.  Random, interrupting advertising is just not that attractive or convincing enough anymore; becoming less and less about “buy now” and more about brand awareness that begins a conversation which could result in a purchase or “opt in”.   And to do this effectively requires interesting content placed into the middle of ongoing consumer conversations.

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