Do people talk about you? Have you got something to say?
Social Media can play a crucial role in two-way communication with your customers. I talk about social media in my folio of work and the concept of 'push' versus 'pull' marketing.
When examining service brands within the utilities and private health sectors, I see so much 'push' content on their social media pages. "We're working with so and so to save the orang-utans and produce natural energy." But does your audience even care about this?
While social media can be a tool for opening up channels of communication, it can also be an effective channel to share newsworthy content with your customers and the general public and raise overall brand awareness.
If you aren’t newsworthy consider what else you could be doing and ask yourself why?
Also consider what your target audience is actually interested in (or should know) versus what you want to tell/sell them.