How much is too much?

twitter stream

Mass marketing used to be about blasting messages to an ill defined supposed user base, “women 18-30” because that is about the best we could do.

With the advent of social media, we have been led to understand that the analytics behind the scene enable extremely accurate targeting of messages, just be wary, as the recipient  now has the ability to trash your message, and turn it back on you.

Why is it then that brands, some big, sophisticated ones, are using social media, specifically Twitter, as a mass medium, sending huge numbers of messages.

I was browsing marketing charts when up popped this research noting that some top brands are tweeting 30 times a week.

Do the wallies driving this really think the consumers who find themselves on a brand twitter-list want to hear from them that much? Are they considering the negative reaction that much crap can bring? At the very least, it is a good reason to dump your brand of choice for one that does not annoy you as much on social media.

When was the last time you had areal  conversation with a brand??

Why would you want to receive tweets from them beyond the occasional piece of genuine news, or value offer??

How much is too much?.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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