{"id":9448,"date":"2020-10-30T21:48:40","date_gmt":"2020-10-30T19:48:40","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=9448"},"modified":"2020-10-30T21:48:58","modified_gmt":"2020-10-30T19:48:58","slug":"brands-failing-to-recognize-the-power-of-social-media","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/brands-failing-to-recognize-the-power-of-social-media\/","title":{"rendered":"Brands failing to recognize the power of social media"},"content":{"rendered":"<div style=\"text-align:center\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"150\" src=\"https:\/\/media-assets-02.thedrum.com\/cache\/images\/thedrum-prod\/s3-news-tmp-178181-cliff_diving_-_1024--2x1--940.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Brands failing to recognize the power of social media\" title=\"Brands failing to recognize the power of social media\" \/><\/div>\n<h3 class=\"wp-block-heading\">Why are some brands still failing to recognise the power of social media?<\/h3>\n\n\n\n<p>I\u2019m sure most of you would have heard about PureGym\u2019s Luton and Dunstable site publishing an unforgiveable racist\u00a0<a href=\"https:\/\/www.businessinsider.com\/puregym-facebook-post-compared-slavery-to-an-intensive-workout-2020-10?r=US&amp;IR=T\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook post<\/a>\u00a0during Black History Month. While I won\u2019t dwell on the offensive details, it raises an important point: there are still brands out there that aren\u2019t investing in social as a legitimate marketing channel. By that I mean they don\u2019t have a <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/social-media\/\">strategy<\/a>, tools and processes in place to deliver ROI or in this case avoiding a monumentally offensive f*ck up. Why is that? And why are brands surprised when it goes catastrophically wrong?<\/p>\n\n\n\n<p>It\u2019s undeniable that <a href=\"https:\/\/www.dazzlepop.net\/site\/category\/social-media\/\">social media<\/a> has changed the way we live our lives (have you watched Netflix\u2019s The Social Dilemma?). The average person spends three hours every day on social networks and messaging apps, so for brands, social is an incredibly important channel to build awareness, brand loyalty and, ultimately, sell \u2013 as long as you have the right level of media to drive reach and frequency. But there\u2019s also another opportunity here \u2013 one for the greater good \u2013 around starting conversations and creating communities.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.onlineprofitstrategy.com\/wp-content\/uploads\/2012\/08\/social-media-seo-logos1.jpg\" alt=\"Brands failing to recognize the power of social media\" \/><\/figure>\n\n\n\n<p>Our client Bodyform is a great example of how a brand can use social for good, in this instance challenging the stigma around periods. We\u2019ve been working with Bodyform for years and in July 2020, #wombstories swept across social like a crimson wave. It encouraged women to speak out against society\u2019s censorship on what they should or should not feel about their bodies. The social campaign received an overwhelming response. Thousands of women felt empowered to freely share their stories of periods, PCOS, miscarriage, menopause and more \u2013 all in a safe, supportive and judgement-free space. As #wombstories shows, if you have a social strategy, with a clear narrative that supports your brand purpose, you can have a big impact.<\/p>\n\n\n\n<p>But in the case of PureGym, which allows each of its 271 gyms to have their own social media channels, too often the responsibility is handed out without proper training. Without set guidelines or governance, mistakes are made \u2013 in this case, an unforgivable one that trivialised one of the most inhumane periods of modern history.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Read more: <a href=\"https:\/\/www.thedrum.com\/\">https:\/\/www.thedrum.com\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why are some brands still failing to recognise the power of social media? I\u2019m sure most of you would have heard about PureGym\u2019s Luton and Dunstable site publishing an unforgiveable racist\u00a0Facebook post\u00a0during Black History Month. While I won\u2019t dwell on the offensive details, it raises an important point: there are still brands out there that [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":9450,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[114,5,152,117,458,352,332,468,432,930,715],"class_list":["post-9448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-engagement","tag-facebook","tag-netflix","tag-platform","tag-roi","tag-social-media-marketing","tag-social-media-plan","tag-social-media-strategy","tag-social-platform","tag-the-social-dilemma","tag-thedrum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dazzlepop | Brands failing to recognize the power of social 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