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Brands should not use platforms such as Facebook to broadcast their marketing message. Photograph: Graeme Robertson/Graeme Robertson
Anna Lawlor, journalist, content creator and co-director, Social i Media
Its not just about using new platforms and tools for the sake of it, I think its important to remember how crucial the old fashioned relationship and business communications are. Relationship capital...should be at the heart of any brands social media activity. Ultimately, social is about people. I wonder whether social technologies are increasingly separating us from this human touch whereas social technologies should be used as complementary/value-added facilitators.
Sam Haseltine, solution consultant, Adobe
Your marketable audience changes far less frequently than social platforms. Focus on them and where theyre at. Tumblr is by no means a new platform, but if thats where your audience are moving to, you should be there. But validate it first.
Anna Lawlor, journalist, content creator and co-director, Social i Media
I think too many marketers have simply shifted their traditional approaches onto the social media platform, which has made it too much of a broadcast mechanism. The more successful brands use social to actually talk with (ie engage) their social connections. This shows the extent to which social media marketing, as a business function, needs to mature.
Tim Grimes, social media manager, Defected Records
I think the rise [of ad-free services] has been a welcome wake-up call for a lot of marketers to rethink how us brands use social networks to reach customers. We need to take a step back from the relentless quest for followers, clicks, and mentions, and instead think about why brands got involved in social media in the first place.
Tom Goodwin, CEO and founder, Tomorrow Group
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10 tips for marketers using social media to increase user engagement