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Can We Really Trust Social Media? 5 Things You Should Know

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Strand’s advertising flop shows that things can go wrong in your business. You can have the best product and devise the best marketing communication strategy ahead of your big day but things might not go well.
In this Slide, I provide proof to show that despite all the negative, your brand can STILL benefit from a Social Media Campaign.

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Can We Really Trust Social Media? 5 Things You Should Know

  1. 1. Can We Really Trust Social Media? 5 Things You Should Know Allegedly the biggest UK advertising flop ever, I once came across the infamous story of “strand cigarettes” in which advertisers back then learnt a harsh lesson in how NOT to portray a brand. When the strand advertising campaign was launched in 1959, the video featured a manin a hat and trench coat who had been stood up for a date. Realising his fate, he started walking along a dark, cold and completely deserted street. For comfort he lit up a Strand cigarette and then a voice over said; "You're never alone with a Strand". The intention was simple; whatever you’re doing or wherever you may be, Strand Cigaretteswould not let you down; a cigarette you could always rely on; even if you’re ditched at the last minute by your girl. But it didn’t go down well with its intended audiences. They JUST didn’t trust that lonely soul ‘lurking’ in the darkness.
  2. 2. They thought that with strand; they would not have any friends and consigned to a lonely existence. The effect was so bad that the company withdrew the brand entirely from the market. Key Lessons Strand’s advertising flop shows that things can go wrong in your business too. You can have the best product and devise the best marketing communicationstrategyahead ofyour big day but thingsmight not go well. Murphy’s Law: “If it can go wrong, it will”. Strand learnt thislesson the hard way. That’sexactlyis what I don’t want to happenin your marketing campaigns. ‘If it can go wrong, it probably will’. As a SocialMedia Marketer, Idon’t advocate that your business marketing strategy should solely be about social media for it to be successful. You can however trust social media as a marketing strategy trust to work for your brand. 5 Things to know about Social Media -Make every move on social networks part of a larger social media marketing strategy.
  3. 3. -Establish a clear goals and objectives you want to achieve. These objectives allow you to react to campaigns that are not meeting expectations. -Create an editorial calendar which gets you an overview of all your contentsto be shared across all platforms. Remember to ensure a good mix of contents that ultimately helps in achieving an effective brand positioning. -Get inspiration from your competitors when it comes to what content types get the most social media engagement. Distinguish yourself from competitorsand appealtoconsumersthey might be missing through social media listening -After you’ve figured out who your mainaudienceis, what your main goals are, and what your competitors are doing, you’ll then have enough information to decide what platforms to maximize for your social media campaign. Conclusion Don’t be left alone like the cigarette man, (in a dark alley) in your industry without making socialmedia part ofyour mainmarketing communications strategy. Or else your hard earned investments in building your brand would go down the drain like happened to Strand cigarette many decades ago. Social media as a brand repositioning tool
  4. 4. What isone thing that you can do todaythat you have learnt from thispost? It’s the time to go all in on developing a sustainable presence for your brand. You can send me an email at jerry@jerryaduasare.com We can also connect on Twitter @JerryAduAsare and my Facebook fan page at Jerry Adu-Asare. The complete post of Can We Really Trust Social Media? 5 Things You Should Know first appeared on the JerryAduAsare.com blog.

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