Something strange happens to some PR and marketing professionals when they approach social media for a brand.
Brand managers can forget what social media is truly about and begin to shout at their potential audience, assuming people will happily participate with their content and ultimately buy their products. When they start marketing their brands online and see no results after a month, they give up and claim that social media doesn’t work.
Even after several years of businesses using digital marketing, this circle of social media failure is still happening. Why?
I chalk it up to three problems brand managers run into when entering the digital marketing space:
Problem No. 1: Brand managers still do not understand what social media truly is and how it works.
Solution: Treat content like it’s your product, because it is.
Your biggest asset on social media is content. If you treat your content like a chore, it’s exactly how it will come across to your audience.
Your ultimate goal is to get people plugged into your channels and sharing the content you provide. If I like your content, I am that much closer to trusting your company and ultimately buying a product or service you provide.
Problem No. 2: Companies do not have a clue how to communicate with their customers.
Solution: Humanize your content, and move beyond marketing.
People do business with people, not brands.