building trust and appearing genuine

    Chapter 7 of the Luttrell book; ‘Social Media: How to Engage, Share, and Connect’, is about how businesses are using photo sharing sites like Instagram, Flicker, Pinterest, and Tumblr, to further connect with customers by showing (not telling) about their brands.
Apparently, the causal/intimate  2-way interactions on social media is the way that companies build trust and appear genuine to consumers. A friendly connection, humanizing the company, being responsive to consumers, ect.
There was also a section about measuring the activity metrics of social media. I might have mentioned before (in Ch6) that there is A Lot of software created specifically for managing social media platforms (like Hootsuite, Sprout social, Buffer, and  Tweetdeck). See Brandwatch.com for more. [Top-10-social-media-management-tools] The book didn’t mention them much. These software provide a contained space for managing social media accounts, rather than managing them all separately, so you can get all your posts and analytics from one site, and create all-encompassing reports based on total social media metrics.
And then, the chapter ended with  a section about how Instagram photo contests are used to gain attention/interaction with consumers.  There was nothing ground breaking in this chapter, in fact, it was very similar to the last chapter about the 5 Big Social Networks.

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