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digital waste November 11, 2011

Posted by nicholas gill in brand experience, social brand, social media.

61% of UK consumers don’t want to engage with brands in social media. “Start the car!” as Bumble might say.

It’s inevitable really if brands just leap in to the social space and add nothing but beigeness. Most people don’t want a conversation with your brand. Less still a constant broadcast of why your brand is so great. Most were probably initially attracted by an offer or competition. But got bored by the poor content spewed out daily with little thought and little interaction when their audience have a question or a problem; missing the holy grail of social which is real-time engagement and adding value. I prattle on about this in this video (from c 2min 50) from the talk I gave at a recent Knowledge Peers event. It’s common sense really. How can your brand intervene helpfully in the daily lives of your audience? Switch your thinking from inside-out to outside-in. Think about that before you jump onto the next big shiny object.

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