MARKETING
percentage of your followers who see your content , if you want guaranteed reach , you need to advertise . With Twitter , the challenge is the sheer volume of content and making sure yours is seen , but we ’ re likely to see a similar trajectory as networks like Twitter also move to further monetise their platforms .
BR EME : How important is it for advertisers to balance the need to keep social media users from alienation , with the need to make money from the opportunities social media advertising presents ? Is it a dilemma ?
“ Delivering customised user experiences and helping brands target their customers must be balanced with keeping user bases happy with the levels of privacy and control they are afforded ”
GP : “ A roller-coaster ” is that three ? When it comes down to it working in sales is a roller-coaster of emotion , and luck , underpinned by innate and learnt skills .
When you are up and winning every deal , nothing can stop you . Until you lose one that is and then it all switches until you can turn it round again . There is a great adrenalin rush to closing the deal !
BR EME : Likewise how much of a dilemma is this for the social media sites like Facebook , Twitter , Instagram etc .? GP : The balance is more risky for the networks than for the brands . Social media users have become accustomed to using the platforms in a particular way , which includes very little official advertising . The tech companies need to ensure that as they add functionality to allow advertising , they don ’ t negatively impact any of the aspects of the sites that made them so popular in the first place . Again , just like with TV , audiences don ’ t expect to see nothing but jarring , invasive adverts , but if the overall value
34 March 2015