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Remember ages ago I wrote about how the Smarties Australia social media approach on Facebook was basically a massive slap in the face to the brand?
Well it seems they haven’t learnt because recently I saw this …
Jesus Christ, that’s even worse than last time.
10 likes. 1 comment.
At this rate, they’ll be getting minus likes and comments in the next few months.
Why are you doing this Smarties? What benefit is this having on your business?
In fact, is it actually having an adverse effect, given kids might think Smarties are for losers?
Of course social media doesn’t have to be bad and there may be a whole host of reasons for the continued bad performance of this iconic brand … well, iconic in the kids chocolate category.
Maybe it’s because it’s badly targeted [after all, I saw it and I’m a 43 year old man. Admittedly, a sad 43 year old man, but still 43]
Maybe it’s because it’s utterly crap?
Maybe it’s because there’s no reason for doing this, other than for some social media manager to hit their KPI’s?
Whatever it is, the fact is they seem to have forgotten the fundamental rule of all messaging – especially with digital – if it’s not meaningful to your audience [based on what they want, not what you want them to want] it sure as shit won’t be social.
Not so smart are you Smarties!
Don’t worry, you’re not alone … there’s millions of other companies out there doing the same thing, in the mistaken belief it’s ‘free advertising’.
Shame they haven’t realised that just because the media’s free [which even that isn’t true in a lot of cases] that doesn’t mean it’s valuable to your business. In fact, with the cost of the people it takes to write this drivel, it could possibly be one of the most ineffective communication approaches out there.
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