Brand experience overkill will result in "brand pessimism"
Date: 29/04/2010
Brand experiences using social media to a remarkable extent could be perceived negatively, particularly if the content is all directly related to the company, according to a new report.
Reality Digital argued that it is far better for the brand to release its content steadily and evenly, avoiding the brand suffering from exhaustion in regards to finding core content to share.
However, this route, it was noted, could also backfire as some of the audience may become accustomed to more content and show annoyance if output slows down.
Robert Proctor, the head of Europe, the Middle-East and Africa for Reality Digital, said that while enthusiasm is a benefit in terms of persona adopted by a brand social media profiles, too much could be a "burden" on the audience.
"In addition, too much content may result in the number of reactions and unique pieces of feedback being diluted over time, achieving less and less reactions with the target audience," he continued.
GAME recently spoke to MCV about its ideas for an internet space that will allow it to deliver the organisation's aims and desires to customers, accompanying its units across the country in driving the live brand experience.
Posted by Jo Morgan
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