Have Brands become lazy in their attempts to engage with customers?
Have Brands become lazy in there attempts to engage with customers?
Is it just me or has anyone else noticed a large portion of content being posted by brands through their social media channels have become irrelevant and unimaginative. I like seeing funny pictures of cats as much as the next person but do I really have to see post after post of cats displaying there dislike for Mondays or even their delight for Fridays. It would appear to me that brands are running out of innovative ideas and are just posting for the sake of posting.
At the recent DMX Dublin 2014 event Tessa Berrera, Head of Social Media at Lexis and the woman who headed up the Social Media team at Red Bull for Felix Baumgartner’s world famous Stratos jump, argued the importance of thinking content first, brand second. She noted, social networks were built for people and hijacked by brands. Red Bull’s social model reflected this with a target mix of 40% amazing content; 40% user generated posts and only 20% brand messaging. Everything marketers do should be driven towards increasing those ‘moments of luck’ when users engage with our brands.
Can brands be totally to blame for this? Not entirely. Recent statistics relating to Facebook popular Business Pages would indicate that in 2014 only 2% of organic content is displayed on Facebook fans timelines. If you want your content to be seen it’s going to have to be paid for to be likely to be seen by a significant amount of people. We all know by now that Facebook is a public company and they have shareholders who are going to want a return on their investment but you have to ask is it worth creating an innovative Facebook advertising campaign based on these figures.
However brands need to increase the amount of innovate and amazing content if they want any chance of there content to be engaged with by their followers.Throwing out non relevant, sometimes annoying content in our faces through there digital marketing channels is not going to assist them in increasing these engagement rates.
The official Fanta Orange Facebook page with 13 million followers the day after St Patrick’s Day sent out the following post
With over 13 million followers this posted received, 0 likes and 0 shares. Admittedly we are all little less engaging the day after St Patrick’s Day festivities but with 13 million followers to have no engagement whatsoever on a post is almost unbelievable. Taking into account Facebook’s limiting visibility on brand pages this particular post from an international brand was just outright boring and received the engagement value its deserved, None!
Its Twitter page is far less impressive. With over 18,000 followers it hasn’t posted since October 22nd
This is a huge company with massive marketing budgets. Surely there is no excuse for such a poor Social Media presence.
One of the most popular and entraining content I have seen in the last 12 months on broadcasted through the major social media sites didn’t even happen to be an brand advert
With over two million views on You Tube alone this was one of the most viewed, shared and liked pieces of content by Irish internet users in 2013. Seen by many outside of Ireland this was a great advertisement for the friendly atmosphere Dublin has to offer. Who was behind it? Failte Ireland maybe?? Nope! No brand managers, no advertisers or PR agencies. Okay there was a little advertising on behalf of the speaker company but this wasn’t the initial intention.
This would have been a mammoth success if a brand had had the idea of orchestrating this event and promoting there brand.