Gifts for being you.

I just read that Canadians are ignoring brands on social networks. How this statistic aligns with places like the USA and some Western European nations, I’m not sure. What this article does show is that people remain suspicious of brands making appearances in places built for social interaction.

Generally the signal to noise ratio of businesses and brands on social media sucks. And, while I love a strong social media campaign more than most people, many companies who run stellar limited-duration campaigns end up failing at long term engagement. Why?

People will put up with mundane posts from their friends and acquaintances (eg. “I just ate a sandwich” or “here’s a picture of my dog… again”). The bar is higher for brands because people know that they are being marketed to and they want more back for the attention they are giving.

I think brands and businesses would see better engagement if they focused on the quality of their communications above all else. If a business shares or gives me something of value when they broadcast, they will make a deeper impression on me than the more noisy business with less relevant information and engagement.

by @leif