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Data quality news

Authenticity 'is vital for social media marketing'

Feb 9 2010, 11:30 AM

Authenticity is extremely important for businesses when it comes to social media marketing.

This is the opinion of social media practitioner Leon Benjamin, who noted that customers want to "talk to the organ grinder, not the monkey" and will not be impressed if they discover they are communicating with an agency.

He pointed out that some brands using twitter change the name every day to reflect who the customer is actually talking to.

Companies should consider investing in in-house social media resources, according to Mr Benjamin.

"Keep outsourcing this and in a few years you won't have a business," he commented.

"Authenticity comes from equipping a large number of your employees with tools and empowering them to talk to the market on your behalf," Mr Benjamin added.

A recent report published by 33 Digital revealed that social span is set to increase in 2010 and will present new challenges to marketers.

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