We want the same things from brands as we want from our friends. To make us feel good, trust, honesty and respect. When marketing through social media you have to respect that this is a place where people have come to chat and have fun not to have corporate messages shoved down their throat. Don’t get me wrong, they are following/friends with your brand because they like you and for that reason alone they appreciate and deserve you to push them in the direction of some well conceived branded content that’s going to educate or amuse, hopefully it’ll sell a few things too. But don’t exploit the trust your friend has shown in you by misdirecting every shortened URL straight back into your pocket. Treat a friend right and they will be with you for life, treat them like a fool and they’ll drop you as soon as something better comes along.

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