The new age of social media marketing?

Kate O'Sullivan is MD of marketing and PR agency ADPR Kate O'Sullivan is MD of marketing and PR agency ADPR
Industry Database

Social media is as popular as ever, but the landscape has shifted considerably over the past ten years and it’s important to align your marine business with this new age, writes Kate O'Sullivan

Privacy scandals are continuing to test user trust.  Even if your brand has a strong social media presence, this may not be enough to convince your audience you are legitimate and not out to steal their data! Social media advertising should be a key part of your strategy, but also look to create a trustworthy organic presence - nothing is more imperative in an age of instant distrust.

Similarly, the rise of ‘fake news’ is adding to this overall sense of distrust. Brands should prioritise finding new ways to generate trust online. Link to well-known and credible resources, speak up about important issues that are relevant to your brand and act ethically and honestly, showing a genuine presence in an era of pretences.

Another aspect marketers should consider is the safeguarding of children. Social media is already linked to growing mental health issues, with online content blamed for causing rising levels of unhappiness in young people.

We must think carefully about how our branded content might impact a young and impressionable audience and strive to create positive campaigns that boost self-esteem and celebrate our differences.

Above all else, brands today need to be authentic and offer relevant, valuable and honest content in order to maintain trust with consumers.

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