Social media doesn’t work for your brand because your brand is boring by Billy Leonard

Truth hurts, mostly when you do not want to hear it.

That is the spirit of this article, the ton used by the writer is unconventional, disruptive, used to catch the attention of the audience.

The main message of the article is that most of the companies are misusing social media, they consider it as a magic tool that would generate audience, brand recognition, regardless of the nature of the content they are posting on social platforms.

The writer named Innocent’s Twitter account as an example of the good practices used by the Juice-producer company to interact with their audience.

The tips that the writer provides may sounds obvious.

He encourages company to use humour, creativity, a staggered tone in their messages.

Thus, very few company are able to do so. By rigidity, conventionality, by fear of being seen as too offbeat.

This reminds me of how the company I was in internship with, a recruitment company, used their social account in a so boring way.

Each employee of the firm, me included, had to share one news per week on LinkedIn, in line with the sector they are working with (Finance, Health, Construction).

Each news was controlled and monitored by the Digital department, no freedom was given to the writer.

One day, I told to my manager that I rather post anything rather than posting boring stuff.

This was a very bad move.

At the end of the day, all the posts are lookalike, no one was paying attention on those online, very poor likes or sharing actions.

I think that they were too scared to loose credit, authenticity towards their audience if they acting differently that their competitors.

It is not given to every firm to be considered as entertaining as Innocent or similar.

There are bound to the conventions of the sector they involve in.

But as the writer said in the article: “Think about how you can position your brand to be more engaging with consumers. Then you’ll really start to see proper engagement and, who knows, maybe your brand will become a bit less boring.”

Source:  

http://www.thedrum.com/opinion/2017/07/19/social-media-doesn-t-work-your-brand-because-your-brand-boring