Brands Mustn't be Too Promotional on Social Media says Punch

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Brands using social media as part of their overall marketing strategy must ensure that their outreach efforts aren't too self-promotional according to PR, Search and Social Media Agency Punch Communications.

Brands that have found the most success with social media are those that have established a clear content plan with clear targets in terms of audience appeal and engagement. Giving consumers a reason to become affiliated with a brand through social media is at the core of growing a brand's online communities.

Brands using social media as part of their overall marketing strategy must ensure that their outreach efforts aren't too self-promotional according to PR, Search and Social Media Agency Punch Communications.

The vast majority of brands utilising social media for marketing purposes have a core aim of increasing acquisition and engagement. However, it is important for brands to remember that if their page is full of updates that are purely brand and product focused, this may put consumers off. Consumers are unlikely to gravitate to a brand presence within an online community that is overly self-promotional.

In terms of engagement, it is important to maintain two-way conversations with consumers. For smaller communities, direct responses can work well, however for larger audiences, the resource needed for direct consumer interaction can be too great. Nonetheless, brands that ask questions of their communities and canvas opinion will find that their audiences are far more engaged than those that don't.

Another key way of maintaining the natural flow of content on a brand's social network profile is to define the brand's online tone of voice. If the profile is relatively new, it is good to work at establishing a clear direction for the tone of each update. Once a firm relationship between the brand and its audience is established, then the tone of voice may evolve to become more informal, depending on what kind of consumer base the brand has.

Philip Keightley, Account Director at Punch, said: "Brands that have found the most success with social media are those that have established a clear content plan with clear targets in terms of audience appeal and engagement. Giving consumers a reason to become affiliated with a brand through social media is at the core of growing a brand's online communities."

Punch Communications is a leading search, social media and PR Agency, aiming to provide each of its clients with an integrated solution to PR both online and offline. Having been founded by Managing Director's Pete and Emma Goold in 2003, Punch has gone on to grow into a team of 13 PR Consultants.

For more information regarding any of Punch's PR, search or social media services, please call 01858 411 600, or visit punchcomms.com.

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