Here’s a scenario we’ve all seen a dozen times: a company Twitter page that consists of a series of totally unrelated tweets. No customer engagement, nothing to retweet or favourite, just boring, insipid questions or comments. “What’s your favourite way to eat Bongo’s Jelly Beans” “Why not start your day with some Bongo Jelly Beans?!?!?!”. Etc, etc. I don’t blame the employee for this. They’re undoubtedly swamped with other work to do and barely have the time to log in to Twitter, let alone to dedicate to crafting the perfect tweet every time. “Something about… eating Bongo Jelly Beans on a train. Bingo!”, followed by immediately crossing off Daily Social Media Marketing off their daily checklist.
The problem is, of course, that it doesn’t work. Building a brand takes a long time, and a lot of repetition. Marketers never feel like they have enough time or money to create the awareness that they need to succeed. That awareness certainly isn’t going to manifest as the result of a perfunctory daily tweet. So what’s to be done? The answer is to spend less time making Twitter and Facebook posts that no one reads, and more time building a relationship with your customers.