Some background first. I’ve been working with digital strategy and communication for more than 10 years. Among other things, I was the person behind Maersk’s success story on social media back in 2011-13.
I have always believed – and have been quoted saying – that you should not use social to sell, but to communicate. You can sell your products elsewhere, via platforms where it’s what people actually want from you. Via your newsletter, for example.