Can brands ever be welcome at the social network?

These social media sites need to offer brand-friendly business solutions to increase their own revenue and profitability but not at the cost of user experience. There is a danger of popular platforms like Twitter – and the brands that use them - alienating users with heavy handed promotional attempts. A recent report told how Ford has recruited 100 ‘agents’ who are rewarded with free use of a car in exchange for spreading the Ford Fiesta gospel throughout social media. Two basic principles underlie the difference between effective and clueless use of social media by brands: the content has to be engaging, and it has to be authentic. Paying bloggers to promote a product will be quickly seen through, and sending followers corporate-speak marketing messages is likely to alienate them. Brands must remember that ‘social media” means two-way communication so they must listen and respond, not just broadcast.

Date posted: Wednesday 7th October 2009Back to news home page >