Said Jay Baer on his Convince and Covert blog post earlier this week: "Brands want to be heard at all times, but consumers only open their ears when they need something."
He was opining on a recent Hubspot study called The Social Lifecycle that some have been using to say that Social Media for business and brands is no longer as big of a deal as some have made it. That consumers are turned off by branded content. That, while consumers expect business to be on Facebook, they really don't expect to engage with the brand.
Nothing could be further from the truth...for brands that don't use Social Media platforms to sell stuff.
As Jay concludes: "Maybe we need to worry less about sustained exposure and engagement – which this research shows consumers don’t really want anyway – and worry more about crafting social content that it so useful and relevant that it breaks through consumers’ collective disinterest in branded social media."
Methinks he nailed it.
Didn't someone once say "content is king"? In the face of constant change, relevant and engaging content doesn't seem to lose importance does it?
Posted by: LT | January 08, 2015 at 07:55
More important than ever, it's just how that content is delivered. "Check out this fabulous new Mongolian-Mexican Fusion Restaurant (with a picture or video)" rather than "BUY NOW. 2 for 1 APPS. LIMITED TIME ONLY."
Posted by: Bill Geist | January 08, 2015 at 08:06