Snapchat is NOT a social network

snapchat logo in latte

Recently some of my co-workers and I have been experimenting with Snapchat. Interesting thing happened fairly quickly after we got started – we realized we were missing our usual ways to engage with content creators since there is no “like” or “favorite” button or a comment field on Snapchat. We began calling Snapchat the anti-social social network.

But it wasn’t until  after a conversation with a Snapchat rep that I understood that Snapchat was not designed to be a social network at all. Instead, it is a personal messaging system where engagement happens “in the moment” and nobody cares about stale content. It fact all content disappears within seconds or hours of viewing it. No need to curate an ever lasting Snapchat persona, no digital footprint to worry about, no drama if your friend gets more likes on a post that you do.

My FOMO brain has a hard time adjusting to this value proposition, but I remember how much I had to convince myself to fit my thoughts into 140 tweets back in 2006. Are you on Snapchat?

Photo credit: Yuko Honda

Posted in Social Media Marketing Tagged with:

“Surprise & delight” social media marketing example from Alfa Romeo


You created your business’s social media channels, paid for organically earned your fans and followers and perfected your social content distribution. You monitor your posts like a hawk looking for likes and comments – anything to spark a conversation and improve your content engagement rate.

Instead of waiting and hoping, why don’t you follow an example from Alfa Romeo UK, a luxury car company with very passionate brand advocates, that transformed a simple Twitter interaction into a perfect “surprise and delight” marketing opportunity

In July of 2015 one of the posts that came across Alpha Romeo’s social media listening desk was from a disappointed customer who missed the opportunity to purchase a car and subsequently tweeted a very sad poem to @AlfaRoeoUK.

Alfa Romeo’s response was swift and … priceless. They posted their own poem.

Engagement opportunities in social media not always come in response to your published content. Customers have conversations about your brand several if not several hundred times every day. All you need is listen and react.

Well done Alfa Romeo!

Photo attribution: Georg Sander on Flickr

Posted in Social Media Marketing Tagged with: , , ,

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