On social media for brands
Gideon Spanier writes on social media for brands for the London Evening Standard,
22 February 2012
There is no doubt that brands must embrace social media…but the fast-changing landscape means that many companies remain confused about exactly why they are on social sites.
Part of the problem for brands is that paid-for advertising – their traditional comfort zone when it comes to marketing – is not necessarily the best way to communicate in a social space. Instead, it is about being able to create content which users will discuss, share and recommend.
When Sir Martin Sorrell, boss of advertising giant WPP, spoke at Enders Analysis’ recent conference, he made the point that Facebook and Twitter are about “building brands through editorial” as opposed to being chiefly or solely about advertising.
However, as Simon Mansell, chief executive of social agency TBG Digital says: “One of the challenges is creating good content. Most brands are not used to being journalists or publishers. Brands are not publishers.”