The impact of TV ads on purchases has slowed down due to lack of credibility.
This piece argues that companies need community managers for managing the brand as consumers no longer trust adverts. Brands need to treat their customers as individuals rather than as data sets to build trust.
While advertisements work well for brand awareness, consumers tend to rely more on friends and family before making a purchase. Instead of pitching ads, community managers can contribute by participating and being helpful to the community.
Finding common ground with customers can help brands be a part of the community and also build credibility. The author argues that the community manager can bring together people who share the same values as the brand and grow them as brand advocates.
[4 minute read]