Ever since the rise of Facebook and then Twitter over the last seven years, the challenge has always been for eCommerce to gain credibility and acceptance within the social media spaces. The networking communities simply see through the barely disguised marketing strategies of 'advertorial' blog postings and blatant auto tweet sales messages.
Perhaps, as a result of persistent 'push' marketing behaviours, a recent survey has found that just over 60 per cent of UK consumers state they do not want to engage with brands or businesses via social media! It's not unsurprising when a summary glance often shows a clear lack of purpose beyond a traditional 'look at us' agenda more appropriate to PPC ad paid search.
Research continually finds that many companies attempt to pick their way through the social networking maze without a sense of direction nor the right content and seemingly, a mortal terror of actual engagement with any followers they might pick up along the way!
Consumers are already adept at jumping across their chosen channels to search, discover, network, buy and consume on their selected platforms according to task being performed. Site owners must understand that social media networking has to be included as part of their overall online marketing objectives.
In another words, social media is another set of particular tools to be specifically used to obtain a targeted goal relevant to the expectations of the social networking environment. It simply is not going to work as "standalone activity" when the key to social trust, credibility and site authority is the establishment of long term presence.
Ultimately, this means not only should brands focus on finding the channels where they need to be positioned but understanding what that individual channel is all about and how to' interact' rather than simply 'act!'. In other words, by listening and finding out how to engage, rather than intrusively interrupting conversation to post sales messages.
The number one issue is always trust. So it's only to be expected that brand are inevitably suspected of concealing less than social motives, but are simply on Facebook or Twitter to sell goods or services rather than abide by the social behaviours of relevant and valuable content sharing and useful interaction.
Quality content, insight and tone of voice are key to building trust, loyalty and network advocates.
Never post to a network site without them!