A lot of marketers make the mistake of “overselling” in social media. It’s very important to note that the words “engagement” and “community” didn’t become buzz words for no reason. Social media campaigns are always subject to scrutiny by the audience. Let’s face it, no one likes the feeling of being fooled. Customers see through your campaigns and look into your intentions. If all you do is post links to products that you’re endorsing or selling on your Facebook page, blog, or Twitter, then expect your readership to drop in a couple of weeks. Always offer value with your content so that you build social capital.
In social media marketing when you lose the trust of your community you lose your traffic. A very good example we can use here is the Daniel Matsunaga Elevator Scandal video. The traffic was booming when it was “authentic” material. When news got out that it was a publicity stunt for a hair removal brand called Veet, the viewership plateaued.
Just something to think about. Happy weekend everyone!
