Many brands start up Facebook pages, twitter accounts, youtube channels without actually having a social media strategy.

Social Media isn’t about spreading out your a unique message on the most media canals possible. Broadcast era is over. The expectations of users and customers have changed.

They require engagement from brands, conversation and especially the setup of a relationship.

The main issue here is to combine the right dosage of  Social & Media advantages. If you want to start a communication campaign on Facebook by spreading your message without taking account of your audience reactions, give up.

If you create a twitter account in the unique goal of tweeting about the advantages of your brand, you’ll soon be unfollowed.

Some brands tend to promise interaction with their audience when starting on Social Media. The thing is, only a few keep it. Promising interaction when not giving it will only be negative for you. Empty pages, lack of reactions,… increases bad reputation for your brand.

This concept was explained with the term “Social Media Washing” by Cedric Deniaud, in comparison to Greenwashing, and different pseudo-Environmental promises from certain car dealers. He pointed out the fact of certain companies promising a Social Media investment to their clients without actually fulfilling them.

If you decide to take part in the Social Media Adventure, you need to have a plan and be ready to take time in preserving a valuable relationship with your audience, create valuable content and get to know their needs.