Punch Communications

Punch Communications

August 19, 2010 13:00 ET

Social Media Shortcuts Are A Fallacy, According to Social Media Agency, Punch Communications

LONDON, UNITED KINGDOM--(Marketwire - Aug. 19, 2010) - Brands looking to engage in Social Media must be prepared to commit to the process of community engagement and not approach the exercise on the basis of shortcuts as a rapid and guaranteed route to success, according to integrated PR, Search and Social Media Agency Punch Communications.

Whilst by definition, some initiatives are clearly more engaging than others – many social media marketers play on the potentially significant upside of the low-cost/high-visibility nature of a viral activity. The reality is that these overnight success stories are relatively few and far between and whilst some are indeed created by marketers, the community-oriented nature of any viral success story means that explicitly brand-led initiatives are judged relatively harshly from the outset.

More innovative brands are now learning to become increasingly subtle with their social media initiatives, casting off the classic marketing rules of engagement and eschewing broadcast for dialogue.

This move away from one-way – or 'push' - promotion to two-way conversation clearly ensures that a community has a greater stake in any activity. Consequently, the reality is simply that credible leading of the conversation is the best way to engage and thereby attract new friends, fans and followers in social spaces.

Pete Goold, Managing Director of Punch, which began life as a PR Company and has subsequently grown and evolved to become an integrated PR, social media and SEM Agency, working with global brand name clients, commented:

"As with all marketing activities, there is a clearly defined relationship between risk and reward, unfortunately we're regularly seeing and hearing of brands that are being promised the earth, both on shoestring budgets and indeed on sizeable budgets, on the basis of the promise of 'virality'.

"Our belief and approach to social media is that there is simply no alternative to hard work and passion, whether it's on a personal basis or on behalf of a business or brand. Of course knowledge of the sector is also invaluable, not least in learning from the successes and mistakes of others. Where tools and techniques are proven they can be well worth adopting as a time saver – but the key is to approach social media with humility, honesty and openness, letting the creativity speak for itself and enabling the communities to grow organically."

For more information, please visit www.punchcomms.com or contact +44 (0) 1858 411600.

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