3 social networks that brands should ignore

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Social media has changed the way people interact by providing new ways and new venues for people to interact with a much larger sphere of friends, acquaintances, and associates. Billions of people interact on social: Facebook has more than 1 billion users, Twitter has 230-plus million monthly visitors, and Pinterest has more than 70 million users.

So why should a brand consider ignoring these audiences? It's simple. Successful marketing requires more than just an audience. To be successful, you need to be talking to the right people, in the right place, at the right time, and with the right message. For the most part, from a marketer's perspective, social platforms are a huge miss on being the right place, and they also can miss in the other respects as well.

According to comScore, Facebook is far and away the most used social network, accounting for 83 percent of time spent on social networking sites. But since I covered the marketing downsides of this platform a few months ago in my article "5 reasons your brand doesn't need Facebook," let's take a look at some of the other popular social sites.

Source: comScore. As a quick side note, "time spent" isn't necessarily the best metric to gauge a media outlet. For years we've compared internet consumption to TV consumption and suggested the internet should have an equal budget to TV simply based on time spent. But every medium has a different benefit and levels of engagement. Just because people spend more time watching TV doesn't mean you should spend your dollars there if you can't reach the right audience.

 

Comments

Wendy Storey
Wendy Storey November 25, 2013 at 9:41 AM

I would have to disagree with "social platforms are a huge miss." You makes some good points, however, they are pretty generalized. I've seen a client's Pinterest boards shared on a prominent media website resulting in exposure to just the right audience within a trusted platform, and brand message push content on LinkedIn resulting in engagement with followers. Twitter is working for the entertainment industry. This doesn't usually happen within a silo, but a larger marketing strategy Do you think Brand X cares if that potential bride buys the dress now? To a degree, but Brand X cares that that potential bride wants a Brand X dress when the day comes. That's a long term investment. Know your product, know your audience, have an objective & strategy in mind.

Nick Stamoulis
Nick Stamoulis November 25, 2013 at 8:53 AM

I think you really have to test each social network and decide what works and what doesn't work for your business. I know several companies that not only get a boatload of traffic from Pinterest but it also leads to quite a few sales at the end of the day. Other sites may not be so lucky. You should at least give each network a fair chance before deciding to forget about them.

Sione Palu
Sione Palu November 24, 2013 at 9:38 PM

Great article. The sooner all these hyped internet companies go out of business, the world would become saner. Most people who are on these social network are vain and suffer from narcissism. Its unbelievable how people on social networks are so naïve. They often padded each other of how beautiful they are. They post detail messages of which restaurants they went to at the weekend and which public toilet they stopped by for quick wee after a long drive, blah, blah, blah. Unbelievable.