Hi, Ted Karczewski here with this week’s Content & Coffee with Brafton. I’ll talk about why social media marketing doesn’t always have to drive direct conversions to give you results that matter.

You know, I can’t help but notice brands jump on new social networks without really thinking about how they’ll use them to market their products or services. This pushes marketers to manipulate new applications and networks for sales, when they might be better fit as entertainment hubs for engagement.

For example, Vine. The Twitter-owned and operated mobile app records 6-second video clips that users can post to Twitter, Facebook, wherever. Since its launch, brands have scrambled to figure out where it fits in their social marketing strategies. I’d argue that Vine’s best benefit is its ability to help marketers show prospects rather than talk at them.

Because Vine is a mobile-first app, members can only access it from their smartphones. This means fewer people crowded around a computer creating a more personalized experience for one consumer looking at a video. Perhaps Vine users are more attentive to updates than people on other social sites, and this should inspire companies to be more interactive.

Sure, I could record a 6-second clip of a Brafton video and tell viewers to visit our site for more information. But is that effective? Why not remove the pressure to convert from the start and show Vine followers some behind-the-scenes footage to make them feel more acquainted with Brafton? Here, I’ll make a Vine video right now and show you what’s it’s like to be in Brafton’s very own studio. This is where we create all of our video content:

Not every social network has to work the same way – it’s not how they were created. Be original with how you develop new campaigns, and don’t focus too much on the direct sale. Your customers will thank you.

Catch you next week, and happy content marketing.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.