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Are Brands Becoming Their Own Worst Enemy On Social Media?


05/04/2013

By Iona St Joseph, Account Manager at A Social Media Agency


Brands are taking over social media. Facebook is no longer the place you go just to chat to old school friends. Now, you can't move on the site for sponsored posts in your news feed and there's always that optimistic friend who believes that Apple really do have a spare bunch of iPhone 5 handsets lying around, ready to ship out to people who share their post.

All these promoted and sponsored posts are subsequently leading to a very irritated bunch of people who are less and less likely to become customers...

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...with every spammy post. So why are these brands digging their own graves when it comes to their performance across social networks?

Don't get me wrong, there are brands that are totally nailing this social media thing. Innocent are absolutely smashing their way through Twitter and ASOS really know what they're doing across a number of social networks. However, the problem comes with the brands that think they need to be on social media just because everyone else is, and think they can be as big as Nike across all social networks. Why are all brands becoming so blinded by the need for an enormous number of followers and likes?

A vast number of people like brand pages on Facebook purely because they're offering a freebie, but is this really what you want from your brand? Lets take it offline for a moment. If you had a shop, you wouldn't want to fill it with every Tom, Dick and Harry just to get people in there. You would want it filled with people who are genuinely interested in what you're selling, who are going to buy something from you and who are going to come back again and again. So why... continued on page two >

 

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