Brands should stop trying to be amazing or chasing after the promise of going viral, and should start looking for ways to actually help their customers, Jay Baer argues. Listening to customers, using social media primarily to promote helpful content and developing the patience to nurture relationships will benefit brands in the long run, Baer says. "Most companies aren’t amazing, and viral is a strategy of hope. Being truly, inherently useful ... is a repeatable, trackable, marketing approach that works," he writes in this e-mail interview.
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