This question has more to do with marketing strategy than social media marketing. Depending on how you answer this question will determine how you will use social media.
I owe this topic to Simon Sinek, author of Start With Why. His book looks at the tactics used in advertising to motivate consumers to buy.
During the holiday season a noted national retailer featured daily ads with offers such as: "Buy one suit and get 4 shirts absolutely free". The next day it was 4 shirts and 2 pair of pants. By now they must be paying customers to take their goods. The timing and offer manipulate you to act now...while getting used to receiving a lot of free stuff.
When I use the term manipulation I use it in a "nice" way. Manipulation on its face sounds evil. By no means does this advertiser, nor others using this strategy fit that label.
Let's consider a contrasting message. My favorite charity is the Wounded Warrior Project. Their ad, voiced by country star Trace Adkins features our veterans coming home from war with missing limbs and needing a wide range of services to allow them to transition back to society. WWP asks for a monthly donation to help their cause. If you have any appreciation for the military and the sacrifices they make, you may be inspired to help.
My sense is that marketing that inspires will generate more loyalty than marketing that manipulates. Watch this year's political ads and ask yourself...inspiring or manipulative?
What was the last thing you bought solely because you were inspired?
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