Attention is at a premium today.
Between your family, your friends, work, play, getting in shape and your always on media consumption across multiple devices, brands have their work cut out for them.
If you are an advertising executive, marketing executive or anywhere near a big advertising budget, you know this better than anyone else. In order to get your attention, we have to provide you with something you care about; improve your ability to hit your business goals or provide an experience that you value personally.
Facebook knows this, which is why when delivering their message last week, they hosted an event with cocktails, under the life-size replica of a blue whale in the Museum of Natural History and as if that wasn't enough, with an Alicia Keys performance.
They provided something of value in exchange for the attendees attention.
I don't think this is any different for brands that are figuring out their social strategy. Why do so many brands miss on providing this value exchange?
.. having good content on your brand page to spur fan activation is vital to deciding whether Facebook ads are a valid investment
Nice set of social recommendations from Ad Age:
For brands I like, they need to earn my time, my attention and build a relationship with me online through providing value. This can be accomplished by great content that provides a glimpse behind the scenes, stuff I care about, stuff I don't see every day.
Nobody does this better than the genius Gaga.
This authentic, non marketing speak post with "behind the scenes" & GREAT content you can't get anywhere is just one example of what she does every day. Do brands take this approach? Or are they pushing their message like Facebook is a newsletter. (No wonder only .45% of fans engage!)