Promotion Overload – Don’t Just Sell on Social…Create a Relationship

Many businesses go about social media in the wrong way. Companies look for immediate gratification with social media – they want a sale right away. Companies that look at social media in this way often fall short and never realize the potential in using social media to connect with customers. This article posted on goes over some of the issues companies come across when taking a simplistic view of social media.

Social media is not a new way to push coupons to potential customers. An effective social media campaign is more than just a digital flier begging the user to buy now to save a few bucks. People don’t want to be treated like potential customers. Successful social media should create a connection with the customer and the brand which develops the relationship over time.

Starbucks is listed as one of the top 100 brands on Facebook because it is able to connect with its followers. Starbucks gave followers a behind the scenes view of its Austin location which resulted in more than 600 shares and about 20,000 likes. These types of interactions are more powerful and create more buzz and brand awareness than a simple $1 off coupon. Through developing and cultivating the interactions between follower and brand, companies can create long term growth and brand loyalty with customers.

How often do you receive promotions from companies through social media?…are these promotions effective, or do you prefer a deeper connection to the brand?


4 thoughts on “Promotion Overload – Don’t Just Sell on Social…Create a Relationship

  1. This is the worst way to build a connection with consumers. Companies think they can use social media to shove deals in our faces. I look at ads or open emails from companies who understand my wants and needs. For example, Sephora has done a great job at making their customers feel special by using the points system and giving “special” gifts/access to those who’ve reached a certain stage. I stay a loyal customer because I like how they’ve made me feel special even if I’m not the only one and there’s always something to look forward to every season.

  2. Companies should stop interrupting customers and try to establish a relationship with them by telling stories and show that they care about customers’ life, acting like a friend, not a cold blood brand. As a customer, I receive a lot ad emails and postings from companies who want to sell me products everyday. But I only read those could interest me and ignore the rest.

  3. In my own work environment, we are not permitted to utilize social to push discounts and so-calld sales; rather, we publish related content that is useful to our customers (i.e. #DIY ideas, weekend activity suggestions, tips for making sure a vehicle is winterized). This type of content is relationship-building, and will keep users interested – rather than having to see a daily sales pitch show up on News Feed. The user still remembers our name regardless.

  4. I receive tons of promotions from companies through social media, but I don’t find them to be effective. Of the companies that I am connected to via Facebook, I find the ones who use FB to provide meaningful content to be of much greater value to me than those who use social to sell. The best examples from my world are the yoga studios that I belong to which post helpful information about the studio (changes to the class schedule, new class offerings, etc.) and post information on related interests (healthy eating, new fitness related vendors that have opened in the neighborhood, etc.)

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