Please stop! People don’t want a social media relationship with your brand

[inlinetweet prefix=”” tweeter=”” suffix=””]The share of Americans who use social media as their primary source of political news and information is rising fast but remains relatively small[/inlinetweet]. Only 14 percent of American adults reported that social media was their most important source of news for the 2016 election. On the other hand, 57 percent of American adults said that TV (cable, network or local) was their most important source. And yet when it comes to branding reserach companies like Kantar Millward Brown insist that brands need to use social media as a marketing channel.

The more research companies can convince us that everything is changing — and we need them to interpret the changes — the longer they stay employed. And so they have created an avalanche of exaggerated claims and dire warnings that gain them attention and a nice little profit from the increased viewership/listenership/readership.

[pullquote]Consumers do not want to have a conversation with your brand, or an “authentic relationship” with it, or co-create with it, or engage with it, or dance with it, or take a shower with it.[/pullquote]

Marketers were promised that social media would be the magic carpet on which our legions of brand advocates would go to spread the word about the marvelousness of our brands, and would free us from the terrible, wasteful expense of advertising. It has done nothing of the sort.  In fact, it is often the exact opposite. [inlinetweet prefix=”” tweeter=”” suffix=””]Social media is usually where people go to scream about the mistreatment they get at the hands of companies. And where companies go to beg forgiveness.[/inlinetweet]

[pullquote]Modern marketing is operating under the delusion that consumers want to interact with brands, and have relationships with brands, and have brand experiences, and engage with them, and co-create with them.  That is a canard.[/pullquote]

If you want your brand to succeed just make sure you deliver a good product at a fair price and for God’s sake get out there and see where your products are being placed at retail!  Marketing the best ice cream in the world is not going to mean a damn thing if your product has freezer burn in grocers shelves.

I’m so sick of the ignorant research companies that continue to tell us “we need” to be on social media.  That is nothing but nothing but pure bullshit.

 

.