Social relationship marketing is a key imperative, or should be, for all brands — both B2B and B2C. Social works in all stages of a customer’s discovery of a brand’s products: Discovery, Exploration, Purchase, and post purchase Engagement. There are jobs for social at each stage.
But the way social relationship marketing is being done by most brands today is failing. Why?
1. Because organic posts are now effectively zero — your social audiences aren’t seeing your content, and
2. Even fewer people are interacting with the posts they see.
Social audiences have to be tapped with social advertising. It’s no longer remotely reasonable to believe audiences will find your social posts just by discovering them in the Newsfeed (organically). And similarly, it’s less valuable to drive them to your social presence. You should be driving them to the only place you own — your brand website. Continue reading How brands can build social relationships that deliver real value