“It’s not enough to just run a campaign and see what happens,” says Mr Maley. “Tracking social media during your campaign and refining it to meet that demographic is key to measuring and affecting success. Once the dust has settled, go back to your general monitoring and see if that audience has grown. Analyse who they are and market accordingly.”
The truth is that very few people use social media to discover brand content. But they are looking to be diverted, and there's a huge opportunity for brands to step in and fill that gap with things that people remember, discuss, or derive some practical value from.
The magic formula to create those things, however, will remain stubbornly elusive.