A very common mistake is to confuse friends with clients
Posted: Sun Jan 19, 2025 6:32 am
One of the main reasons why a user follows a brand on social media is “because they like the brand and want to stay informed . ” In other words, companies have the field open to create a brand community. Why do so few succeed? The answer undoubtedly lies in the content they publish.
Although major brands have become more professional in managing their social media presence and brand community, the content they provide is still overly promotional in too many cases . Being informed about a brand does not mean that the user likes excessive promotion.
The information that users are looking for goes further, and focuses on learning more and better about the brand, its products and its projects. And that is precisely what companies are most afraid of. Whether it is because they do not want to give clues to the competition, or because they are afraid of criticism or both, companies find it very difficult to strip down and show their inner workings .
A clear example is their notable lack of a sense of humor and germany business email database their inability to laugh at themselves, something they believe would make them lose seriousness when humor is precisely what triumphs on social networks.
[Tweet «Too many brands lack a sense of #humor in their #socialmedia strategy»]
Yes, but Apple doesn't laugh at itself, does it? It doesn't because it doesn't need to; its position in the ratings rankings and the power of its brand community allow Apple to have a much more product-focused strategy. But, unfortunately, the rest of the brands are not Apple. And let's not forget that each new Apple product is preceded by a wave of rumors (that "carelessness" of an engineer forgetting an iPhone prototype in a cafe was epic) that if they are not directly fueled by the company itself are, at the very least, happily indulged by it.
Although major brands have become more professional in managing their social media presence and brand community, the content they provide is still overly promotional in too many cases . Being informed about a brand does not mean that the user likes excessive promotion.
The information that users are looking for goes further, and focuses on learning more and better about the brand, its products and its projects. And that is precisely what companies are most afraid of. Whether it is because they do not want to give clues to the competition, or because they are afraid of criticism or both, companies find it very difficult to strip down and show their inner workings .
A clear example is their notable lack of a sense of humor and germany business email database their inability to laugh at themselves, something they believe would make them lose seriousness when humor is precisely what triumphs on social networks.
[Tweet «Too many brands lack a sense of #humor in their #socialmedia strategy»]
Yes, but Apple doesn't laugh at itself, does it? It doesn't because it doesn't need to; its position in the ratings rankings and the power of its brand community allow Apple to have a much more product-focused strategy. But, unfortunately, the rest of the brands are not Apple. And let's not forget that each new Apple product is preceded by a wave of rumors (that "carelessness" of an engineer forgetting an iPhone prototype in a cafe was epic) that if they are not directly fueled by the company itself are, at the very least, happily indulged by it.