Brands should take a cue from publishers when it comes to an effective social media strategy and plan a consistent campaign developed for longevity, according to MediaCom’s content strategy director Nick Palmer.
Speaking at the IAB’s Social Media Grows Up conference Palmer said that to achieve a level of success on social media marketeers need to develop campaigns that have longevity to create a “pre-disposition” amongst audiences.
“We as marketeers are so obsessed with what is coming up next that we forgot that we should be planning campaigns that are consistent over a long period of time.” he said. “The reason that publishers work so well in the social space is because they build up an expectation from their audience of what to expect through the content that they create.”
Brands that “chop and change” the areas they create content in and the stories they try to tell will “never build up that expectation,” Palmer added.
The balance between the distribution and production of social campaigns was another key area that Palmer touched upon, adding that he often sees a disparity between the money and the attention spent on the two.
“I hope that the myth that all reach is free when it comes to social has been abolished,” he said. “But the amount of times that we see disproportionate production budgets versus distribution budgets – the like you would never have seen when TV was planned for example – makes my head hurt.
“Our business is now based on the distribution and creation of content, so the win is finding that point between creating the right volume of stuff but delivering the visibility of the stuff you create as well.”
Discussing what brands should avoid doing in the social space, Palmer warned not to get caught up in the "emperor’s new clothes" syndromeand jump on all the new technology available, before adding that "very few brands are growing up and doing social well".