‘Objective over presence’: Spotify’s international head of social media advertising and marketing on when to hitch new networks


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Each time we hear a couple of new social media community, and even only a new characteristic on an present community, there could be a sense of panic.

Oh no. One other place the place my model has to indicate up to be able to show I’m cool, hip and present. And naturally, there received’t be new assets to assist feed that new content material beast.

Ken Gibbs, international head of social media advertising and marketing for Spotify, desires you to cease and suppose earlier than you create that new model profile.

Gibbs just lately took the stage as a keynote for Ragan’s Digital and Social Media awards luncheon in New York Metropolis to speak about social audio. Nonetheless, his recommendation applies for any model contemplating a foray into a brand new platform: “When approaching a social media platform, you’ll want to suppose extra goal over presence.”

In different phrases, in the event you don’t know why you’re increasing right into a platform, possibly you shouldn’t.

Gibbs refers back to the “useless troopers” so many manufacturers have, these pages and profiles began with excessive hopes and large plans that now sit dormant. Perhaps we made the bounce as a result of they had been a chunk in a technique that’s since fallen by the wayside, or possibly they simply appeared cool on the time.

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