This article really nails the pitfalls of current social media strategies. I've noticed the same issue in my work—chasing short-term engagement often undermines long-term brand goals. What are some practical steps we can take to build genuine community and brand consideration without getting caught up in trends? Are there brands that balance this well?
Thanks. I originally talked about this problem in early 2023. So, All the posts from the pasts mentioning tactics and insights are focused on practicality.
I would suggest checking the social accounts (mainly TikTok & IG) of all the brands on the brand consideration scale. Brands like loewe, Ganni and IMMI ramen are doing their best to focus on long-term world/brand building.
Also, you have to go deep into understanding things like community. I haven’t written a post about community management yet. I recommend reading Community Musings Substack and Max Pete’s community newsletter. Both go into practicality of running communities.
I must admit, sometimes the term "storytelling" feels like an empty marketing buzzword to me. As in, you already have the story as a brand or company, you don't need to invent it or it becomes 'fake' once you start making up a story. But controlling the narrative as you put it casts that term in a different light for me. Interesting!
There are multiple reasons behind the short-term thing: They don’t pay their managers enough to make them focused on long term. Agencies are trying to make a buck. Some Brands fear rejection. Personal antics.
"Social networks: the best tool of brands ... - Social networks: the best tool for brands to impact the user - Its ability to segment the public or its low cost."
Genial 👌. Can I translate part of this article into Spanish with links to you and a descripción of your newsletter?
Yeah.
Thanks !!!
I will send you the link.
The article is here: https://emprender.substack.com/p/por-que-las-estrategias-de-medios
a fun and interested pieces of advice for a beginner like me!!
This article really nails the pitfalls of current social media strategies. I've noticed the same issue in my work—chasing short-term engagement often undermines long-term brand goals. What are some practical steps we can take to build genuine community and brand consideration without getting caught up in trends? Are there brands that balance this well?
Thanks. I originally talked about this problem in early 2023. So, All the posts from the pasts mentioning tactics and insights are focused on practicality.
I would suggest checking the social accounts (mainly TikTok & IG) of all the brands on the brand consideration scale. Brands like loewe, Ganni and IMMI ramen are doing their best to focus on long-term world/brand building.
Also, you have to go deep into understanding things like community. I haven’t written a post about community management yet. I recommend reading Community Musings Substack and Max Pete’s community newsletter. Both go into practicality of running communities.
I must admit, sometimes the term "storytelling" feels like an empty marketing buzzword to me. As in, you already have the story as a brand or company, you don't need to invent it or it becomes 'fake' once you start making up a story. But controlling the narrative as you put it casts that term in a different light for me. Interesting!
Ohhh, and heavy on the copy-cat content part. Reminds me of this research: https://www.emerald.com/insight/content/doi/10.1108/YC-09-2023-1873/full/html
Very good question in the headline, congratulations ... Maybe they think only in the short-term?
There are multiple reasons behind the short-term thing: They don’t pay their managers enough to make them focused on long term. Agencies are trying to make a buck. Some Brands fear rejection. Personal antics.
Sometimes, social media seems a mess.
Look what says one of the most important business newspaper in Spain (El Economista,
in english, "The Economist", eleconomista.es) this year:
"Social networks: the best tool of brands ... - Social networks: the best tool for brands to impact the user - Its ability to segment the public or its low cost."