This Facebook page is doing the rounds on Twitter… @rickygervais just sent it to @Glinner – two of the biggest tweeters in the UK.
Proving the rather obvious point that brands need interesting and relevant content and not just blatant self-promoting drone and
quick wins all the time. It’s pretty easy to keep posting up photo caption competitions, photos of sunset beaches and cute cat videos in a bid to get “likes” and “people talking about you”. This social media whoring will not benefit the brand in any sense – whatever the communication objectives are, and it’s unlikely people will even remember the brand name even if they do engage and like and share and so on.
The very core of my business is establishing communication pillars that will help sustain a brand’s social media (and other) presence long-term. Certainly branding is an important part of the mix, but as communications with consumers evolve, the key is to find a way to present interesting and valuable content to your target audience that will consistently put your brand in a relevant light.
Take South Africa Uncorked – a project I am working on to promote South African wines in Ireland. In a nutshell, we establish a very clear target – male foodies who are interested in wine and who would like to broaden their horizons and improve their wine tasting skills. Our objective is to put South African wines on their consideration list when they are shopping for wine to go with a meal that they are preparing. The facts are firstly that this target is currently more familiar with wines from other countries, and secondly that South African wine is a robust tipple, best appreciated with food. And so we map out our content strategy to give this cohort tips about wine, recipes that go well with South African wines, information about the country and its wine heritage. We’ve loads to write about now, and the aim is that it will resonate with our audience and build a connection that goes above and beyond, at best generic entertainment, at worst spam.