Business Chief Europe Magazine March 2015 | Page 35

THE DILEMMA FACING SOCIAL MEDIA ADVERTISERS
in the service remains high , then users will grow more comfortable with the idea of promotional material ( in moderation ). Another issue which can make users feel uncomfortable is parting with additional personal data . How far can platforms push users to give more and more of their data in return for an account ? 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 .
BR EME : What impact will overadvertising on social media have on a brand ’ s image ? GP : In theory , if you ’ re doing it right , it should feel like engaging , relevant content rather than advertising . That
said , some retargeted advertising misses the mark . A pair of sneakers that you have just bought following you round the internet for weeks afterwards can begin to feel a bit creepy .
BR EME : In your opinion , how far should social media advertising go ? How can companies and social media sites get it right ? GP : Don ’ t post content for the sake of it - make sure you have something to say . If you wouldn ’ t want to see it on your own timeline , think again about pushing it live . With social media sites , be sensitive and relevant to the audience you have built . Quite often as a brand , you will have the ability to segment your audience with
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