Consumer-generated content? Out. Earned reach? In.
One of the biggest challenges facing brands is keeping up with how their customers are using different social media platforms and consuming different types of digital content. That’s why we are taking a page out of the fashion mags to give you a rundown of what’s still in and what’s out for the coming season, socially speaking.
Digiday asked agency execs to share what social media trends and practices they think brands can keep around and which ones they can clean out of their closets. Because in the world of social media, you’re either in or you’re in the way.
IN: Real Humans Instead of Bots
The point of social media is for brands to be able to show their human side, and while that’s easier said than done, having bots respond to tweets or auto-scheduling everything is not the way to do it — remember theDomino’s messup? What’s even worse is when brands have real people behind social accounts who still sound like bots, like the Bank of AmericaTwitter fail.
“Nearly every single time you hear about some new social media disaster by a brand, it’s because instead of having actual people with the ability to think and be proactive instead of strictly reactive, it’s some automated robot giving canned messages,” said Jon Hamm, chief creative and innovation officer at Momentum Worldwide. “These only lead to people messing with them and creating larger controversies.” ...