Martyn Thomas writes:
'Brands seem quite happy to talk about themselves and be self-seeking in a heavy-handed and awkward kind of manner. This is largely borne out of never having the need or incentive to build relationships with their customers before.
In the past, the world of brands has been one of ‘react and measure’ as new products and services are ‘sold’ at us. Brands are struggling to change this practice of decades to one of ‘listen, learn and then engage’.
In the brave new world of social media people care most about a human connection with a brand, one that is real, not green-washed or good-washed, and certainly not a marketing message.'
[AS: Does this article see the bigger picture?
Whilst 'listening and learning', it is still possible to pretend that the precepts of 'marketing' as they are still generally understood -- selling to archetypes -- which are the cornerstones of most companies product communications have some sort of relevance within social contexts.
However, it's only when attempts to facilitate the sort of 'engagement' that such an attitudinal disposition veers toward that its unsuitability for purpose is disclosed.
On the social web, no-one cares about your sales model, your targets, or your earnest desire to convey a message about your brand. Why should they?
Remember to look for the sign that says 'sales pitches welcome!' on the way out.
You're going to have trouble finding it.
'If you're here to sell, then go to hell'