Recently, the web has been buzzing with talk about Facebook and Twitter’s new policies and layout changes regarding what pages can or cannot post, and how it appears to users. Facebook is attempting to give the general public more power in restricting what they see from the pages they follow–in other words, they want to stop brands from being too “salesy” on the channel. Facebook was originally created to keep college students connected, not for some random company to pay to show up on my timeline. Twitter, on the other hand, is trying to get account holder usage up, by streamlining the interface and making it look, well, like Facebook. An interesting tactic, I suppose, but not one that has mulled over well with some users.
So, those working in brand marketing, social media, and business consulting might be asking themselves: should I still recommend that my clients use these mediums of social communication? Is it even worth it anymore? My answer is yes. I would still encourage the use of these social platforms for a couple reasons. For one, social media humanizes brands and provides a human connection that followers and customers long for in the brands they choose to stay loyal to. Social media allows for instant customer service through Twitter responses, direct messaging, and more. One concept that I believe brands need to embrace more is working on not forcing their products and services down consumer’s throats. If your customers want your product, they will buy it. While there is a time and place to market certain aspects through social media, there is a point where it gets to be too much. Brands need to know when it call it quits.
Personally, I feel as if Twitter and Facebook are trying too hard to stay relevant with how much they update their layouts, which makes it confusing for users. The Mashable article which the screenshot is taken from shows that people clearly don’t latch on to these changes. There is always going to be a new trend, a new network, a new way to market, but Facebook and Twitter have proven to be pretty solid grounds for social media marketing and have the largest user bases. Telling a client to stop using either of these channels would mean they would be missing out on a huge market opportunity. Companies simply just need to learn how to optimize it for their needs, and how to marry that with a strategy that won’t push consumers away.