Many brands now default to a strategy of disabling comments or blocking sceptics, and I think that’s very unhealthy behaviours. We don’t have the arm’s length comfort of TV or print advertising - now, people can tell us immediately what they think and how they feel about us. Social media is the most challenging arena for marketing because we’re closer than ever to the actual opinions of the people we reach. Too often, brands see the world through their own lens. What do brands get wrong about social media marketing? That’s at the heart of all of how I build brands’ social campaigns.Īlso Read: is the Media Partner for GITEX Technology Week 2019

Adding value has the combined benefit of both grabbing attention and creating a positive impression for brands. Great social marketing platforms are born when brands understand the cultural ecosystem into which they’re entering and find a way to use their marketing dollars to add value to users’ experiences.

The average social media user maintains 8.5 different social profiles - and that number is growing. My book, The Hidden Psychology of Social Networks, helps marketers start with an understanding of the nuanced differences between social platforms and how to engage them effectively. Online communities and cultures aren’t so different from offline ones - we act differently in our own house than we do at the mall or in an airport. But we also know that we act differently on Twitter than we do on Facebook or LinkedIn. In marketing, we tend to lump every website with a feed into this category of “social media” and apply similar thinking to platforms within that category.

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