| Dec 15, 2014
Social media marketing can be pretty anti-social
The question arises after reading an interesting, albeit somewhat gloomy, blog by branding consultant Bruce Philp (and originally published in Canadian Business). Philp contends that trolls—abusive or obnoxious web users—“dominate most platforms” while “interested, engaged consumers are the only good reason to be [on social media]” in the first place. So basically, if you’re trying to build a social media community these days, you’re in a tough spot, as the big players are declining while platforms are getting overrun with negative users. It’s a grim prospect for companies looking to build their brand and engage via all channels in their marketing efforts. But as an interactive marketing executive, I still think it’s worth crossing the social media bridge to help build our company’s brand. With the right tools and the right insights, we can still engage the communities on the other side while avoiding the trolls underneath.