The Three Missing Links in Social Media Marketing

The Three Missing Links in Social Media Marketing
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With a certain congressional hearing still ringing in the ears, there may be a collective feeling that it is business as usual when it comes to social media marketing, even while a long tail of questions will likely swirl in the media. While a lot of soul searching about how we handle data as marketers is certainly appropriate in the current climate, especially with GDPR about to come into force, many brands will be back to the day job of building connections with their audiences – which they increasingly do through social media. Don’t ask me why they keep blinders on to it all, but they do. Yet the Cambridge Analytica privacy scandal uncovers a bigger issue with many of the preferred social media channels – they are not designed with users’ best interests at heart, serving up intrusive and distracting ads and disquieting users with the level of tracking and targeting. That’s troublesome for marketers as well as consumers. Social media as a channel is not learning the lessons that befell online ads by taking the user experience more seriously and tackling poor ads ushered in by the programmatic shift. Ultimately that led to ad blockers, declining CPMs and publisher revenue, and the fertile ground for social to grab those ad dollars. The targeting that social media advertising offers is unprecedented and the community engagement opportunities that are inherent in organic channel management on social are unique. Clearly social networks need to be a part of a solid […]

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