5 questions to ask before you share

Some brands try to post content to all social media platforms without understanding the different audiences, expectations and effectiveness of each. So, before you sign up to the latest platform and press ‘post’, ask yourself these 5 questions:
Simplicity is the key

  1. Are my customers here?
  2. Will they listen?
  3. Will they share what I post with people who could become customers?
  4. How much extra time will it take to post here?
  5. What is the most engaging type of content to post? (not the same across platforms)

If you can answer all of those questions then you can make a decision. And it’s perfectly ok to say no.

3 reasons Apple don’t need social media.


  1. Their customers spread the word for them. Not only are there multiple forums dedicated to analysing every word uttered by Apple representatives, people camp out for days to get their hands on the latest release.
  2. Apple’s keynote presentations, media statements, updates and, most importantly, buzz about new products is all the content they need. Every rumour, leaked or authentic, is published by thousands of news sites. When Apple sneezes, or just loses an iphone prototype in a bar, the world goes nuts.
  3. Their service is quality. Many brands use their social channels to respond to feedback and support questions. Apple are great at doing this in store and in the user-supported online communities.

Image CC Martin Abegglen

We’ve changed.

The business world has changed and it’s not changing back.

It used to be the loudest, cheapest or funniest that earned the sale. But now that everyone else is loud, cheap and funny – it’s no longer unique.

Now, and in the future, we need to connect. We need to make a connection that lasts and a connection that deserves a response.

That response, in a connected world, will be seen be more people. And the connection spreads.

A problem: it’s much harder to connect than to shout the loudest.

We know what the future looks like. It’s digital and it’s free. It’s honest and transparent. It’s human.

But do we believe it enough to take that step and focus on connecting? It’s scary and different, though it’s the future and we aren’t changing back.

Before and Now

The silver bullet

Since the beginning of time marketers have exploited every channel available. Newspapers, radio, TV and now social media.

The value of each channel, like most things, can be illustrated by a simple curve.

Social media is a valuable channel, no doubt. Yet it is not a silver bullet that will endlessly drive sales and solve a long term problems.

Where many go wrong is that they believe the curve of a particular social network will never drop off.

They invest hours and millions of dollars in perfecting a Facebook, Pinterest or Twitter strategy. But the return on investment, long term, will be minimal.

The idea of social connectedness will continue to grow, no doubt- but certainly not it its current form.

Just as we have moved from black and white tv to multi-channel digital stations in a relatively short time, social media channels will also be ever-changing.

By no means can we underestimate the role of social media as a communications platform.

Just as the past five years have brought us dozens of social networks, the next five will bring hundreds.

There is no silver bullet and we can only control how we allocate our resources. So don’t waste too much on the now.