Recently I presented on the importance of remembering the people involved in social media – who you are engaging and what they want from you. When brands struggle on Facebook or Twitter it is usually because they haven’t thought through what is in it for the people they are engaging. It is easy as a brand to decide how you want to use social media, and what you want people to do. It is less easy, but more important, to consider what the people you are engaging want to do.

I decided to show this through a simple story – that of Mary (a mum) and Jack (who works in marketing for a large FMCG firm). Jack wants to sell a new breakfast cereal to Mary and thinks that social media isn’t the answer. But he has made a big mistake…

The story is simple but it is one many brands can learn from – understand the motivations, needs and interests of the people you are looking to engage. If you don’t they probably won’t want to follow or Like you.

Engaging with people in social media

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