t's 2013. Social media is no longer new. It's a mature medium, one that has been woven into the fabric of consumer life online. So why are brands still determined to act like naive tourists, blundering around a foreign land and upsetting the natives? It's time to take back control.
Brands have been lectured for the last few years on the need to let go of the vice-like grip on their brand, to hand over control to their customers in social media. And it's true that social media has ushered in a new age of transparency, where customers want a far greater stake in any brand they interact with.
But this doesn't mean you can shrug your shoulders and simply launch your brand unguided onto a social network. In fact, it's your responsibility to guide your customers' social experience. And that means welcoming them back to your home online.
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