Brian Honigman says, “Social media marketing is a tough discipline to master because it makes two demands of marketers that seem to contradict each other.

On the one hand, the data-driven nature of social lends itself to a bottom line-oriented mode of thinking. In addition, consistency is likely the most important factor when it comes to succeeding as a social marketer.

However, the difference between a forgettable social effort and a truly impactful presence is to be the opposite of consistent. Great social brands are whimsical, full of surprises and act more like the people they interact with than the gigantic corporations they represent.

How can organizations balance these two seemingly opposing needs? Is there a way to systematically foster spontaneity or is that a contradiction in terms?“.

How to Make Both Spontaneity and Planned Posts Work on Social Media

‘Entrepreneur’ Blog

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