Today, we discovered that Clorox has a Pinterest page. It's pretty bad, to be honest, mostly made up of lame infographics with tips on how to clean things.
It's useful for us, though, because it highlights something we at Don't Trend on Me have been thinking about for a while now. Why do so many brands keep up so many unnecessary social media pages? The Clorox Pinterest page has just 563 followers, and I can't imagine it's even worth bothering with for them.
Clorox is basically the only bleach brand that anyone have ever heard of, so your choice is mostly between Clorox and the generic at the supermarket. There's really no need for Clorox to be ~engaging~ with people on social media, much less through crappy "How To" posts for 563 people on Pinterest.
This is not to say that Clorox's other social media pages aren't useless, or that the bleach brand is alone in churning out meaningless content no one will ever care about or remember the next time they are at the store. This is an industry-wide problem of advertising and social media agencies smartly swiping money from clients who are terrified at the prospect of being behind the times and feel they need to be creating content for Snapchat, YouTube, Twitter, Tumblr, Facebook, LinkedIn, etc. etc. etc.
People talk about Denny's Twitter all the time, but why are they even there? Does anyone want to know anything about Denny's besides the hours of operation of its restaurants? Is any of the #engagement getting people into the stores?
It sort of makes sense for the diner chain to be on Facebook, where people are older and where it can set up individual pages for each of its stores, but the youths looking for news on their Twitter timelines don't really need to hear from them there.
That's just another example, but there are so many different companies half-assedly putting shit on every social media platform instead of committing to just one or two where it makes the most sense for them to be.
Like if you're JPMorgan, you could quit trying to convince people you're not completely soulless by posting on Facebook several times a day, and instead focus on posting business things on LinkedIn for an audience that appreciates that you offer nothing of value to society.
Maybe, if your brand is only active on one or two of these channels, you can even run those in-house and not have to worry about paying an agency to do it for you. Trust me, the people who are actually using the platforms will be grateful for your lack of involvement.