Social media is an integral part of today’s marketing process. It helps brands stay connected with the customers and continue promoting their products and services.

Quality content is crucial in achieving effective social media marketing goals. It helps you establish yourself as an authority.

Econsultancy contributor Laura-May Coope has published an useful article on matching the social teams with the content.

Coope says, “Social media is all about communities. Understanding what fuels the connections within these groups is key to creating effective campaigns, especially for original programming, which often creates passionate and invested audiences.

Overly branded posts can fan a fire

Social media communities can also be the first to identify and call-out a lack of genuine approach or affiliation from a brand online – as with McDonald’s notorious ‘dead Dad’ campaign or Becca Cosmetics’ recent Twitter images featuring inappropriate skin tone editing.

Rarely has this been quite so apparent as with the recent backlash over Scarlett London’s Instagram post in partnership with Listerine, which has even seen the poster receiving death threats due to her overly “staged” promotion.

This ability for branded social posts to backfire is legendary, and it is precisely why we have always found it essential to have authentic representation from cultural or fan communities when building social media teams and running campaigns”.

Matching the social team to the content: how to forge an authentic connection on social media

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