Using Facebook and Twitter to promote brands

Not great news for the social media brand evangelists today.

The Huffington Post reports that 61% of UK consumers don’t want to engage with brands via social media sites such as Facebook and Twitter. I found it surprising to be honest that such a large percentage do.

Let’s face it – Facebook is where we go to tell our friends what we’re up to, and to find out what’s going on in their lives. Brands who barge in on that are going to come a cropper.

The only recent ‘engagement’ I can think of was clicking on a link to get a free Boots voucher, which turned out to be Primark (huh?). There’s nothing like a decent ‘freebie’ to get people to like or share.

So if you’re asking yourself how do I promote my brand using social media, or how do I use social media for pr, tread carefully.

Remember, people aren’t going onto social networks to like your brand or to share your brand with their friends. They’re on there for a specific reason, and they don’t want you to elbow in on the action.

On the other hand if you can use social media to provide consumers with great content – you might have more success. Join in, participate and listen to what customers say.

Also, ask yourself: are we doing this for the sake of it or because it will genuinely help us achieve our business goals? Like any other marketing or pr activity, social media must justify itself. Can it help you increase sales, retain or attract employees, lower your costs, raise your profile or improve your customer service offering. There are certainly ways it can, but if it genuinely can’t, why bother?

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