Often these days, content marketers are syndicating content across platforms in social media, Facebook included. The CMI, for example, noted that 80% of B2B content marketers are now posting content through Facebook.
In any content marketing play, it’s almost inevitable that Facebook will be brought up. But too often, people expect sponsored stories, a couple of funny posts and some good videos will be enough to change the very nature of their brand in the social space.
But let’s take a step back for a moment and look at what exactly is happening in the space. Social media relies on people having an implicit trust in one another, and for brands, it becomes very difficult to put your faith or trust in something so abstract.
Take a piece of research by Forrester. It suggests that the majority of content being posted by brands just isn’t being trusted. There are a few reasons why this might be the case:
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First, brands tend to ignore the Facebook space because it’s a closed network. Members curate their own content so they only hear from sources they have selected—and this is something Facebook actively encourages on its newsfeed.
The other issue is that brands are, by their own measure, incongruent with social media in general. That isn’t to say that clever content marketers can’t change this, and humanise your brand – they certainly can. But the typical, press release mode of communication is not going work in these environments. Instead, strong editorial content and good journalism that aligns with the brand and the platform are what’s required.
By and large, in environments where information from brands is a critical part of the environment (like Twitter and LinkedIn) you can get away with more of the press release style, or traditional marketing. But, as we stress to our clients, the key is to know the environment you are marketing to, and to match your content to it.
If you focus on developing a strong content strategy that understands your message and engages your audience in a context-appropriate way, you can avoid the pitfalls of using social media and instead, take advantage of its strengths.