Posted by amy
This morning I logged into my facebook account and, as a fan of a number of brands (for personal and professional reasons!) I realised that 90% of the posts within my newsfeed were from brands and, of these posts, zero were interesting and relevent nor entertained me. The result – I’ve now begun to hide these brands from my status updates.
At the weekend I heard a friend say to another in the pub
OMG xxx person leaves such boring updates on her wall I’ve had to hide her from my newsfeed, imagine if she knew that?!
it begs the question, if people are doing this, what chance do brands have now that social media pages for brands is common-place not novelty.
Looking at brands facebook “strategy” (if we can be that grand) is interesting. Most brands think simply think that having a page and posting a status update is enough , if you are an uber brand with fanatics whom think any updates is “amazing”. For the majority of the brands this is simply not good enough to engage fans and keep them from “hiding you” – the equivalent (almost) of the email unsubscribe.
Brands need to think clever. You wouldn’t produce a TV ad that says
Hi, I’m <insert brand name> did you have a good weekend?
so why do the same on facebook. The trick has to still be to intrigue and get impact not simply spam your users. Ask yourselves whats better – 100 random status updates across the month about the weather, the weekend and what you’ve got in store this week OR one post that intrigues and engages your fan-base and causes them to click and interact?
Take the recent Breast cancer awareness campaign “I like it on the….” – the campaign created around women being “in the know” and keeping men guessing uses Facebook to its advantages. A simple campaign to interact with (simply change your status) an easy mechanic to get involved with (Tell other women to change their status updates) and one that immediately causes intrigue and then the awareness. You only have to look at the spike in google searches around the campaign time to instantly see how people actively searched to find out what this meant and, thus would have uncovered the message.
Brands need to realise that whilst status updates and keeping pages up to date are necessary for good housekeeping, to not be wallpaper brands need to have an interaction strategy – a creative idea with campaigns and tactics that keep the consumer interested to cause the shift in brand perception or consumer action away from the web. Yes – it does mean production costs increase BUT, as with any marketing channel, to get results you need to entertain and engage and, unfortunately for online, that means getting consumers to sit forward and interact. If your going to be lazy consumers will be too!