This is where things often go wildly, wildly wrong because social marketers mistakenly equate the strength of their community with the size of their following. They establish fans on Facebook, Twitter and other social networks as key performance indicators and then blast them with brand messages.
The truth is that the strength of your community has much less to do with how consumers are connected to you than how they are connected to each other. That’ s how great social brands, like Apple, Harley and eBay built devoted followings long before anyone even heard of social media.
The bottom line is that we are now in a post-promotional age where brand messages are only half the battle. To build a great brand today you need to build great brand experiences and the best way to do that is to build a community around shared values with content that holds attention.
Greg Satell
Intelligent Social Media Marketing www. kacharagadla. in