Jul4ThuJuly 4, 2013
Posted by Andrew VanderPloeg
A few weeks ago, I had the opportunity to speak at a conference on the topic of social media. One of the questions that came up in the Q & A period after my talk had to do with an organization that had been engaged in social media but wasn't seeing any results.
After giving a few tips on how they might improve their engagement, I closed off my response with this foundational thought: Perhaps, if your audience isn't engaging with you on social media, it's not their fault or the fault of your social media strategy at all. Perhaps, it's simply the fact that they don't want/need (or don't think they want/need) what you're offering.
That's a hard truth to face, but maybe, what you've always done or how you've communicated it, just doesn't mean anything to people anymore. That could mean a complete rethink of your offering, a tweak or just a change in how you communicate around what you do (focus in on the unique value you bring).
Either way, this is the inextricable relationship between the product itself, and your marketing/advertising. Good advertising starts with a marketable product. If that's not in place, your advertising is either going to fail, or only serve to highlight a bad offering, which I can guarantee you won't help your brand.