Why Social Media Marketing Must Follow Old Media Rules

Social media's collaborative nature brings both unprecedented opportunities in terms of brand marketing and moving the audience closer to making a purchase, but it also has significant challenges. Used incorrectly, social media marketing can damage a brand.

Old-guard marketing gurus with their salesmanship mentalities, as well as fresh-out-of-college apprentices, often fail to understand the frailty of social media marketing. In stark contrast with the historically hyped-up and pushy way of approaching customers in the past, social media requires a kid-glove approach.

It is helpful to understand the lessons of traditional media and look at social media through the same lens. When you do that, proper business etiquette for social media becomes quite clear.

Quality Content Is the Key

The gatekeepers of traditional media outlets do not tolerate commercialized messages. They know their readers want only quality content, not ads. The same applies to readers on social media networks. There are specific guidelines for creating social media posts that appeal to the audience. When building a social media marketing plan, it would be wise for businesses to follow similar specifications that media gatekeepers do. If you ambush your followers with self-serving or ill-suited posts, there is a real risk they will turn their backs on you.