{"id":3930,"date":"2021-09-15T13:39:55","date_gmt":"2021-09-15T13:39:55","guid":{"rendered":"https:\/\/www.grizzlink.social\/en2\/?page_id=3930"},"modified":"2021-11-24T12:54:22","modified_gmt":"2021-11-24T12:54:22","slug":"manifesto","status":"publish","type":"page","link":"https:\/\/www.grizzlink.social\/en\/manifesto\/","title":{"rendered":"Manifesto"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;4&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;118722&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;829636&#8243;]Where do brands go wrong with social media?[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;5&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;5&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;inverted-device-order&#8221; uncode_shortcode_id=&#8221;202398&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;right&#8221; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;3&#8243; mobile_width=&#8221;0&#8243; parallax_intensity=&#8221;3&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;748207&#8243;][vc_single_image media=&#8221;4057&#8243; media_poster=&#8221;yes&#8221; media_width_percent=&#8221;55&#8243; alignment=&#8221;center&#8221; css_animation=&#8221;parallax&#8221; parallax_intensity=&#8221;2&#8243; uncode_shortcode_id=&#8221;762618&#8243;][\/vc_column][vc_column column_width_use_pixel=&#8221;yes&#8221; position_horizontal=&#8221;left&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;2&#8243; medium_width=&#8221;5&#8243; mobile_width=&#8221;7&#8243; width=&#8221;1\/2&#8243; column_width_pixel=&#8221;600&#8243; uncode_shortcode_id=&#8221;250626&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;180647&#8243; text_color_type=&#8221;uncode-palette&#8221;]Targeting followers<\/p>\n<p>&amp; aiming for engagement[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;126679&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nBrands grow by reaching as many people within their target segment as possible on a regular basis.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nThrough proper campaign goal optimisation \u2013 i.e. broad targeting to achieve the broadest reach possible within the target segment.[\/vc_column_text][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;5&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;inverted-device-order&#8221; uncode_shortcode_id=&#8221;985214&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;2&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; column_width_pixel=&#8221;600&#8243; uncode_shortcode_id=&#8221;615139&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;117418&#8243; text_color_type=&#8221;uncode-palette&#8221;]Relying on<br \/>\norganic reach[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;448221&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nOrganic engagement drops significantly from year to year.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nProduce less content but promote every single post.[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;4&#8243; mobile_width=&#8221;0&#8243; parallax_intensity=&#8221;4&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;816382&#8243;][vc_single_image media=&#8221;4056&#8243; media_width_percent=&#8221;75&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;5&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;inverted-device-order&#8221; uncode_shortcode_id=&#8221;108641&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;right&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;3&#8243; mobile_width=&#8221;0&#8243; parallax_intensity=&#8221;3&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;122379&#8243;][vc_single_image media=&#8221;4058&#8243; media_poster=&#8221;yes&#8221; media_width_percent=&#8221;70&#8243; alignment=&#8221;right&#8221;][\/vc_column][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;2&#8243; medium_width=&#8221;5&#8243; mobile_width=&#8221;7&#8243; width=&#8221;2\/3&#8243; column_width_pixel=&#8221;600&#8243; uncode_shortcode_id=&#8221;781865&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;110920&#8243; text_color_type=&#8221;uncode-palette&#8221;]Lack of brand elements[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;816596&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nBrand elements are one of the building blocks of every brand. In order for branding to be successful, they need to be communicated regularly.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nEmploy brand elements (logo, tagline, mascot, brand ambassador, jingle, etc.) as frequently as possible.[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;685220&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;101853&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;318445&#8243;]Or also:[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;1&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;3&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; back_color=&#8221;color-wayh&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; auto_height_device=&#8221;yes&#8221; el_class=&#8221;inverted-device-order&#8221; front_end_with_slider=&#8221;true&#8221; uncode_shortcode_id=&#8221;591951&#8243; back_color_type=&#8221;uncode-palette&#8221;][vc_column column_width_percent=&#8221;75&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;7&#8243; mobile_width=&#8221;7&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;142068&#8243;][uncode_slider slider_type=&#8221;fade&#8221; slider_interval=&#8221;3000&#8243; slider_navspeed=&#8221;700&#8243; slider_loop=&#8221;yes&#8221; slider_hide_arrows=&#8221;yes&#8221; slider_dots_space=&#8221;yes&#8221;][vc_row_inner row_inner_height_percent=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;yes&#8221; front_end_with_slider=&#8221;true&#8221; uncode_shortcode_id=&#8221;165737&#8243;][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; position_horizontal=&#8221;right&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;601079&#8243; column_width_pixel=&#8221;600&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;736894&#8243; text_color_type=&#8221;uncode-palette&#8221;]Producing loads of content that won\u2019t be seen by the target group[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;213243&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nContent production is costly. And if published content is not seen by the target audience, then you\u2019re throwing money down the drain.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nProduce less content but promote every single post.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;506295&#8243; column_width_pixel=&#8221;600&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;189222&#8243; text_color_type=&#8221;uncode-palette&#8221;]Setting the wrong goals[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;141100&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nGoals should be aligned with the never-ending acquisition of new customers. This is achieved by reaching as many people within the market as possible on a regular basis.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nSet campaign goals that achieve as broad of a reach as possible.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;2&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; parallax_intensity=&#8221;2&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;297237&#8243;][vc_single_image media=&#8221;4073&#8243; media_width_percent=&#8221;85&#8243; uncode_shortcode_id=&#8221;661624&#8243;][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;4&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;yes&#8221; front_end_with_slider=&#8221;true&#8221; uncode_shortcode_id=&#8221;113325&#8243;][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; position_horizontal=&#8221;right&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;133599&#8243; column_width_pixel=&#8221;600&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;168172&#8243; text_color_type=&#8221;uncode-palette&#8221;]Inconsistent communication[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;146985&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nThe market must be able to tell at first glance exactly who\u2019s communicating with them.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nHave a unified and consistent communication strategy: unified topics, a consistent visual style and brand elements, etc.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;213294&#8243; column_width_pixel=&#8221;600&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;115494&#8243; text_color_type=&#8221;uncode-palette&#8221;]Aiming to go viral[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;646286&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nYou don\u2019t get to decide whether your content goes viral or not. Attempts to make viral content only shatter the consistency of your communication strategy.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nNever aim to go viral. Take advantage of consistent, on-brand communication.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_use_pixel=&#8221;yes&#8221; position_horizontal=&#8221;left&#8221; gutter_size=&#8221;3&#8243; style=&#8221;dark&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;138382&#8243; column_width_pixel=&#8221;600&#8243;][vc_custom_heading text_color=&#8221;color-nhtu&#8221; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; separator_double=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;209599&#8243; text_color_type=&#8221;uncode-palette&#8221;]Minimum engagement within the target segment[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;363276&#8243;]<strong>What\u2019s wrong with that?<\/strong><br \/>\nBrands grow by reaching as many people within their target segment as possible on a regular basis.<\/p>\n<p><strong>What to do about it?<\/strong><br \/>\nBroad targeting to achieve the broadest reach possible within the target segment.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/uncode_slider][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; 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