A social media itself. Because how social is social media really? Isn’t the focus too much on just the media? Brands are all too skilled in creating attractive content, but still struggle to engage in conversation. An example Lam cited is a post by Centraal Beheer Achmea from April 27 this year. The norway phone number librarybrand responded 0 times to messages from fans. Compared to the same image in the newspaper, the brand doesn’t seem to get any value from the social possibilities of social media.
Central Management Achmea Facebook
Authenticity
The second buzzword that Lam discussed was authenticity. How distinctive and worthy of the brand is the communication of brands on social media? Lam showed that online monitoring for the words ‘Me too annoying’ yields many results. Brands are therefore not distinctive enough in their answers. Just like answering customer questions with abbreviations. According to Lam, service via abbreviations ^AK or ^RS does not really show that there are real people behind the buttons.
Abbreviations NS Online
Hook in
Hooking in is the third buzzword with which Lam wants to look at the content in particular. europe email Many of the hooks of brands are interchangeable. An example is the hook of MediaMarkt during Sail 2015 on Twitter. The hook could just as easily have been used by another brand. In short, how authentic was the hook? Lam previously wrote an article about ‘ hooking in or dropping out ‘. Should a brand always respond to current events? His most important advice is to determine according to the study, network users are: whether an event is urgent and relevant. Then it makes sense for a brand to start running and create suitable content.
Urgency versus relevance.