‘Purpose over presence’: Spotify’s global head of social media marketing on when to join new networks

Whenever we hear about a new social media network, or even just a new feature on an existing network, there can be a sense of panic.

Oh no. Another place where my brand has to show up in order to prove I’m cool, hip and current. And of course, there won’t be new resources to help feed that new content beast.

Ken Gibbs, global head of social media marketing for Spotify, wants you to stop and think before you create that new brand profile.

Gibbs recently took the stage as a keynote for Ragan’s Digital and Social Media awards luncheon in New York City to talk about social audio. However, his advice applies for any brand considering a foray into a new platform: “When approaching a social media platform, you need to think more purpose over presence.”

In other words, if you don’t know why you’re expanding into a platform, maybe you shouldn’t.

Gibbs refers to the “dead soldiers” so many brands have, those pages and profiles started with high hopes and big plans that now sit dormant. Maybe we made the jump because they were a piece in a strategy that’s since fallen by the wayside, or maybe they just seemed cool at the time.