Every week, we learn about some new, cool thing that a brand did on social. We all talk about it and share the link around, and then by the middle of the week after, we’ve forgotten about it because we’re on to some other thing.
But if you’re the brand with The Thing, that week after is when the real work starts.
Good social media isn’t about doing flashy stuff, even though flashy stuff is sometimes good. Value for you and your social community comes from having an open channel through which to communicate.
If the flashy stunt you just did helped raise awareness of the fact that you’re there and you’re listening, great. Your job from there on out is to make sure you are in fact there and listening.