Most social media use can be characterized as private. The fact that social media channels are on the one hand very large and on the other hand private is an impossible balancing act for 20th century marketers. They come up with banner campaigns on social network sites (Impressions! Clicks!) , they come up with sales or brand-related games in a promotional atmosphere that I can play with my friends (Forward! (And you can only send in if you have become a fan...)) and they want a lot of data about me and my clan (Check this, and this and this and this!) . It is interactive, but the sender-receiver model remains the basic concept.
Young people don't feel like it
Interesting in this, is the research of the NJR from January on the effectiveness of honduras phone number list advertising aimed at young people on social network sites. 'It seems that young people see through the strategies of companies on social network sites and use them or ignore them.' The NJR comes to a crystal clear conclusion: 'Young people make conscious choices with regard to commerce on social network sites and are hardly influenced by unsolicited offers.'
The why question
Many companies that want to reach their target groups in a modern way look superficially at what people do on social media. They look at numbers, but sometimes forget the why: 'Everyone is on Facebook, so we do something on Facebook. They are all busy with their friends, so we make something that they can forward! And we pretend that we are a friend too!' So they make a viral that is played and forwarded a lot, but that is often more about attention than about content. And they open a page , so that people can become fans and are always up to date with the company. A lot of what, little why. 'But you do it with your friends? And it is on Facebook, right? And you can respond, right?' Yes, but that does not make it social.