Social media is not broadcast media

I have noticed a worrying trend. Businesses broadcasting messages over social media. Offering zero engagement. Minimal listening ie looking for problems only. Automating tweets. Being a bot not a human.

And then they wonder why Social doesn’t drive customers or business.

I have noticed this at multiple sizes and types of businesses of varying verticals and maturity and from all around the world.

I can only find a single connective strategic thread to define the trend: a willingness to bare bones the social strategy (if there even is one), to minimalise the resources involved (so often it’s the intern on their own with little to no support throughout the business) and a complete lack of understanding of what social is as opposed to broadcast media.

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