When AdAge reported on Johnson & Johnson taking a pass on delivering brand messages on Twitter, it brought up some interesting questions that international brands need to answer like, “Should we be on a social channel just because our competitors are?” While 30 of 34 P&G brands have active Twitter accounts and all 19 Unilever tweet, shouldn’t J&J have more than three? To answer that, it helps to start by framing the question from a different perspective: Whom we are trying to reach? It’s really not a question of “should all brands be in all social outlets?” but “what is the best way to have a meaningful connection with Sarah or Jim or Pete?” Understanding a person’s needs and their mindset when on any social channel is where a strategy starts. Where they are active will guide which social outlets are appropriate.
No matter the channel or the brand, most successful forays into the social space have a healthy mix of listening, responding and contributing. And don’t hide the humans behind the brand; it’s the connections at the human level that resonate the deepest.