|By Denis Hancock|
November 23, 2012
For many years marketers have been advised that social media demands a totally new communication mindset: “Broadcasting” is bad; engaging customers in personalized, two-way dialogue is good. And of course, going viral is what modern marketing dreams are made of.
But there are obvious problems with this advice. The most glaring is that most people connecting with brands online have no interest in dialogue. The best proof is that they aren’t engaging in it. Designing a strategy around what most people don’t want is typically a bad idea.
Ask people what they do want from brands and “special offers” almost always top the list. Information on new offerings is usually right up there as well. Basically exactly what most restaurant marketers are well accustomed to (dare I say) broadcasting – just through a different channel.
Connecting for free