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Is 'pray and spray' your brand's social strategy? Photo credit: photosteve101 (Flickr)

Is your brand caught in the ‘pray & spray’ social trap?

Reading Time: 2 minutes Mike Hickinbotham /

Reading Time: 2 minutes

Recently I had the privilege of writing a post for Firebrand Talent titled Online Personal Branding for Introverts.  Firebrand is a web 2.0 enabled recruitment agency that supports the Marketing, Creative and Digital industries.

The premise of my Firebrand guest post is that I recently completed the Myers-Brigg personality assessment.  I was assessed as an INTP (Introvert, Intuition, Thinking and Perception).  In the post I state “introverts prefer to get their energy from spending time alone and reflecting on ideas“.  In contrast, extroverts get their energy from others.

My guest post suggested a couple of tips and tools for introverts to better understand where their energy comes from and to channel it effectively to build their online personal brand.

Understanding where people get their energy from and channeling it effectively is important.  It could help establish the balance between participating in numerous social platforms and the limited time available in our busy schedules.  If these two elements are not in balance, someone could either put themselves at risk of social media burnout or fail to build an effective online personal brand.

How does this thinking apply to brands?

Brands also need to be pragmatic when assessing what platforms to take part in.
With low barriers to entry and aspirations of social mediaviralism, corporations can very easily fall into the ‘spray and pray’ trap.  The ‘spray and pray’ trap is when a brand creates a presence on all the major social platforms because they can.  Not because they should.
Is 'pray and spray' your brand's social strategy? Photo credit: photosteve101 (Flickr)

The risk is that establishing a presence on many platforms becomes their main priority.

Their business logic is that by participating in numerous platforms they will amplify the reach of their campaign.  By increasing reach, it’s possible to increase engagement.  By increasing engagement, the campaign is in prime position to goviral‘.

Corporations stuck in the ‘pray & spray’ trap fail to make the connection between the campaign/engagement proposition and the interests of their target online group their main priority.

How to avoid falling into the ‘pray & spray’ trap?

Check out Forrester’s ‘POST’ methodology.  This method advises how to structure a corporation’s social media efforts.  POST priorities where a brand should focus their efforts.

POST recommends the following order to prioritise/structure your thinking – People, Objectives, Strategy and finally Technology.

I think the POST model is great because it’s designed to prevent the ‘pray and spray’ trap by using the insights from ‘POS’ to clarify what platforms are likely to meet the objective.

Starting up an online presence is easy.  Building an online brand (personal or corporate) takes time, resources and dedication.  Therefore, a brand needs to be pragmatic and learn what platform (3rd party or owned) will support the brand and/or business goals.

Do you think Australia brands do a good or bad job of avoiding the ‘pray & spray’ social trap?

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