The unrequited hype of the Facebook IPO last week echoes the unrequited hype many brands experience with social media in general. There’s a get rich quick mentality – a Like Grab. Many brands believe if you just build it, the audience will come.
This sets the false expectation that social media is easy. Social media holds tremendous potential, but it requires a long-term commitment.
Many brands give up early when social media doesn’t immediately live up to the hype.
Social media can generate a return, but we need to keep the emphasis on the right place. It’s not about getting rich quickly. It’s about deepening the connection with our audience.
We need less gold rush and more long-term community building.
See on tomfishburne.com