As ‘Facebook fatigue’ appears to be setting in, and the initial fixations on social media begin to taper off, businesses are being forced to scrutinise their ‘social’ strategies ever more closely. Budgets are wafer-thin, and excos are understandably loath to spend on any non-essentials. Yet the communications gurus continue to insist that having a strong ‘social’ element to marketing is critical in today’s digitally driven, consumer-led marketplace. What brands need to understand, however, and where they are going wrong, is thinking that merely having a Facebook page with 100 000 ‘ likes’ counts as being social.
“Simply having a Facebook page doesn’t cut it,” explains Craig Rodney, MD of communications agency Cerebra. “A year or two back being social meant having social profiles, pushing your marketing messages through them, and maybe doing some complaint resolution. Today, being a truly social business requires you to allow your customers’ opinions and experiences to permeate all facets of your business – which then has to evolve to close the gap between what the business promi s e s a nd what it delivers.”
In other words, social media platforms should be used as mediums to listen to customers and then react – as opposed to shoving