Few things are as heretical in branding as saying “No” to the question of monetization. After all, money’s the point, right?
Well, yes… and no.
Obviously, adopting a just-do-awesome-stuff-and-the-money-will-follow approach is dangerous. Equally dangerous, however, is the monetize-everything-you-and-your-business-do mentality. Why? Because people hate it, especially on social media.
In other words, with most brands there’s a painful disconnect between the words “social” and “social media.” That disconnect is the reason a mere 5 percent of all “branded content” accounts for 90 percent of engagement. And it’s the same underlying reason that made “World’s Worst Person Decides to Go into Marketing” one of The Onion’s most popular headlines. Read more...
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