Everyone, and I mean everyone, is on social media today, including companies, celebrities and even our one and only, President Obama. As the benefits of persistent social media are obvious (readily available consumer feedback, illustrating brand personality and maintaining a presence in the market), when does the tweeting, posting and sharing become too much?
President Obama (and his staff) has definitely strategically used social media to its ultimate potential. According to the Atlantic Wire, Obama is the “third most popular person on Twitter”. The First Family has a Pinterest board. And earlier this year, Obama hosted a Google+ hangout. Obviously, our 44th president knows the appropriate social media etiquette in order to maintain his popularity.
Like any other high-profile person, Obama uses social media to show his supporters love. Congruently, Obama’s social media presence is well received and welcomed by savvy Internet users. Until…a small hiccup in this campaign season: the Obama campaign started to send out one too many emails to ask for donations.
Recently, Jon Stewart took the liberty of saying what was on everyone’s lips, “Obama, you need to chill out.” Multiple emails sent periodically in a day? Asking for money does not require a sophisticated pallet, but it’s somewhat of a delicate art. Unfortunately, the Obama campaign overstepped the unspoken line of when ‘a polite request’ becomes ‘a nagging annoyance’.
The bottom line is: too much social media lovin’ makes people annoyed. No one likes a blabbermouth. Companies that tweet too much or are always ‘in your face’ all the time, the results will quickly backfire: consumers will turn on their selective listening to tune out the irritant.
Persistence is nothing to be embarrassed about, especially on social media. However, what is posted should weigh more than how many times something is posted. Interesting content is what keeps people coming back. Choose the best content that best sticks to your brand. When social media boils down to quality versus quantity, quality is always king.