What if I told you that your social networks were being underutilized? Sure your brand name is in big bold letters on your Facebook page, your LinkedIn profile showcases every job you’ve had for the last five years, and you tweet about every new product your company creates, but what if these efforts were all in vain. Most importantly, what if you’re not reaching the right audience and influencers? Consumers, brands, politicians and musicians are getting a crash course in social media use optimization, and are finding that strategy and intention are the keys behind any successful social media campaign.

PRSA’s “Friday Five” post — an analysis of the week’s biggest PR and business news and commentary — explores how numerous industries are leveraging social media to promote their agenda and connect with the consumers on a more intimate level. We also look at the White House’s new proposal to Congress addressing a consumer’s right to online privacy.

Brands Face Stream Fatigue as Consumers Look Beyond Gimmicks in Social Networks (@BrianSolis)

In last week’s “Friday Five,” we discussed the importance learning your customers’ needs as a way to better serve them and retain more loyal customers. Brands have flocked to social media channels, designing editorial and engagement programs to encourage consumers to “Like” and follow profiles, view videos submit user generated content. When consumers are inundated by numerous channels and engagement tools, they can experience the dreaded stream fatigue and sometimes, an overwhelming sense of over connectedness. The number of “likes” and “follows” no longer determine the success of your social engagements. The social-savvy consumer desires content and intention behind any social engagement strategy, and brands will have to give reasons upfront as to why consumers should like or follow them into social frontiers. Consumers are realizing that they have the power to reduce or eliminate stream fatigue by tailoring the relationships they maintain in each network. With customers having great impact on the company’s bottom line, it’s time to get to know your customers better.

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