Social media is NOT a form of advertising. Before you react to that, answer this question... Would you subscribe to a magazine, newsletter or cable channel that did nothing but pester you for more purchases?
No, you would not. You can advertise on social media platforms, but if you become all ads all the time, you will have no audience. Thats the danger in confusing the two.
The fact is we are all bombarded by advertising. We get 30 spam messages in our inbox every day. Not to mention the robo-calls, pop-ups and every other venue by which advertisers pester us. And we have learned how to opt out of that messaging daily.
Social Media is an entertainment venue. we visit sites that interest in and share a glimpse into our personal lives with people who share those same interests. It is a RELATIONSHIP. and one built on trust. If an advertiser is constantly reaching for my wallet, I wont trust... (unfollow/ unsubscribe).
To be successful combining advertising, with social media remember first that it is a form of entertainment. We choose to spend time looking at cat videos, scrapbooking demos or skateboard fails... Thats the entertainment. And if we feel those sites meet our expectations as an entertainment venue, then we engage frequently... We TRUST.
Once the trust is established, we can sprinkle in an occaisional ad. And people wont be put off by it. That also generates trust... Not over-doing the ads shows respect. It tells the consumer you value their time... Which enhances the relationship...
Fast forward a bit... I need a product or service... I have a relationship with a provider. I am comfortable with them because we've engaged before, and theyve earned some degree of trust by not soliciting me to the point of disengagement.
Thats who will come to mind when I am ready to buy. the challenge is maintaining the balance and its not an easy line to walk. but it is the only one that works. But this is so poorly misunderstood that the vast majority of social media pages companies sponsor have very few followers. Understand WHATS IN IT FOR ME and your Social Media site can be an enormous promotional tool. Misunderstand and you go to the bottom of the abyss of missed opportunities.
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