High value or high volume?

How often have you seen infomercials or opinion content presented as newscasts?

The producers obviously do this to create an air of credibility, authority and objectivity. But think about your own reaction to these techniques – are you taken in, or are you immediately more cynical and skeptical about any content from this source?

Today ‘social media’ encompasses a lot of things companies have historically invested in to create awareness, establish credibility, enhance reputation, build thought leadership, generate inquiries and engage customers. Now anything and everything designed to do any of the aforementioned gets tossed into the same content bucket as if all content were created equal, and worked equally well for all audiences. Volume has become the goal - fast, snappy and bite-sized for optimized “clicks” and “likes”.

But for sophisticated B2B brands (in healthcare, technology, etc.) taking a consumer style approach to social media can start to feel like much ado about nothing. You don’t need to be a brand that’s socially everywhere all the time and always in the know. You need to be a brand that’s recognized as a highly credible, reputable thought leader in your area of expertise. Which was the goal