Like all attention drivers, social media as a marketing tool is a double-edged sword. Through Facebook posts, Twitter tweets and YouTube videos, businesses can increase visibility and sales. However, misguided virtual message delivery vehicles can also damage a brand or skew the message you want to deliver.
For example, a company develops a recruiting video to present itself as a hip, trendy place to work. It posts the video on YouTube and then blogs about it, hoping the video will go viral and generate millions of new website hits and potential recruits. But the video comes across as laughably pretentious and amateurish, giving the impression the company is run by people who are woefully inept. The video does go viral - but for all the wrong reasons.
To avoid this outcome and other social media pitfalls, start with these three suggestions:
Remember, social media marketing takes a nuanced, well-designed approach. In the online realm, a standard of communication has developed that rewards honesty, consistency and creativity. By tapping into those attributes, your marketing can be as dynamic as the Internet itself.
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