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I returned to my seat to take in a presentation from a sales rep for Facebook. He talked about why brands will benefit from setting up shop in Facebook — consumers are willing to engage with brands that make it worth their while. But somewhere in the middle of his presentation, however, I was jolted into a state of disbelief. The rep looked upon the audience of brand managers with genuine sincerity and in a calming voice expressed, “Don’t over-think any of this. It’s not that complicated. Do four things every week…ask a question, run a poll, share links, and engage with your fans. Oh, and have fun!”

It’s not that this advice isn’t helpful. But it is exactly the type of counsel that contributes to the phenomenon of social “stream fatigue.” More and more people in social networks will begin realizing that they hold control of their social streams and can simply unlike or unfollow brands that don’t deliver value.

- Social Media’s Impending Flood of Customer Unlikes - Brian Solis - Harvard Business Review