Waffle leverages your social media to provide a better brand experience by facilitating engagement, through curated content, showcased directly on your website.
But what does that mean?
Recently, Adweek published an article titled, “Time for Brands to Build Their Own Social Sites: Facebook, Twitter and Instagram shouldn’t control your customer relationships.”
In this article, Kevin Bobowski writes about the rapidly changing landscape of social media as a platform to communicate brand messages.
While most brands are putting all of their best content on social media, it’s subject to each channel’s unique social experience and what Bobowski calls out as “whims of algorithm change.”
It’s almost like going back in time to legacy broadcasting. The original power of social media to market messages for free is pretty obsolete.
“…brands that thought they had an ownership of their social audience now realize they are still renting ad structure where they have to pay each time they want to communicate with their customers.”
Bobowski’s solution? Embedding your social feeds directly on your website.
“By embedding social capabilities into their websites, brands now are reclaiming that data and building the databases that will position them to succeed—as insights into consumer behavior take a central role in business operations.”
Now that’s what we’re talking about.
“By owning this process from end to end, brands can now generate and control data that will be the foundation of marketing, advertising and product development efforts in an age governed by data insight and social consumer content.”
It’s all about the user experience.
If you’re not in control of the platform being used, as a brand, you don’t have much control over the way your message is received or the experience it elicits for your customers.
In 2012, researchers from West Virginia University and Towson University published a study on, “How demanding is social media: Understanding social diets as a function of perceived costs and benefits - A rational actor perspective.”
“When people choose a communication channel to use, they consider the characteristics of the channel along with situational and personal factors such as their goals, the message being sent and/or received, and the context of the relationship between the sender and receiver.”
What they found is that each channel carries a significantly different cognitive load across multiple demographics.
That means that some channels are more of a turnoff than others to certain people, even if they’re using them regularly, it still weighs in on their experience.
So why would risk it? That’s what Bobowski’s getting at.