3 responses to “Don’t be too useful: the key to social media success for brands?”
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[…] Don’t be too useful: the key to social media success for brands? […]
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I agree with James. When it comes to content, I tell people to forget their previous notions of relevancy – because this leads to the creation of content of mass appeal (Gutenberg content), which doesn’t stimulate the dynamics of the connected crowd – because he connected crowd only works collectively on the basis of individual relevance. I tell people to think irrelevant when they plan their content – lots of irrelevant stuff is what you need to stimulate your digital space – what I call a digital bait strategy.
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More I think about this… more I think of the real world.
Let’s think of an online social space as say a pub…
I’m happy to chat with my mates down the boozer about mortgages and stuff (I’m that age and that demographic) and one of them might work for bank and might have useful input that we’d all listen to… but if some random bloke from a bank sat down with us and started waving brochures around we’d hate it. The word Social is kind of crucial here… nothing more anti-Social than someone giving you the hard sell.
I don’t think it’s randomness or trivialness that matters, it’s appropriateness for the environment… a Social environment…
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