Stop being creative and join the discussion

Advertisers face the challenge to reach target audiences in times where users attention becomes shorter and shorter. Especially on social media, it has become more difficult for advertisers to reach their target audiences as pushing content to users has become increasingly expensive.

This is why you could argue that it makes sense for a brand to join an ongoing conversation between users instead of trying to create your own topics. This social listening creates relevant interaction with users.

More information to tapping into social conversations can be found in this article from AdAge http://adage.com/article/digitalnext/advertisers-tap-social-conversations-engage-users/294043/