Why Brands Need to Embrace Social Media Fear

C’mon, admit it. You don’t want to be the last to know. You don’t want to miss out on something important. In fact, a new acronym has emerged in social media to highlight the fear. FOMO – fear of missing out.

And FOMO creates a great opportunity for brands. Brands need to recognize that their audience is thirsty for news, information, and entertainment. They want to be in the know. Given this reality, ask what your brand is doing to produce content to give them the information they value?

When we think of FOMO, the focus is typically on a younger audience in B2C marketing. In order to highlight that social media fear is prevalent in older audiences and applicable to B2B marketing as well, let me introduce a new acronym. FONK – fear of not knowing.


Let’s face it. As professionals in a given line of business, you need to be on top of the latest business news and innovations. No one ever wants to be in a conversation or meeting and be asked, “What do you think of … ,” and have no idea about the given issue.

So both FOMO and FONK present a grand opportunity for brands to deliver value to their target audience and keep them coming back. FOMO and FONK should help to drive your brand content strategy and your engagement strategy. You want to be perceived as the subject matter expert on the topics that relate to your brand. You need to have a reputation that your digital presence and assets are the places to go to keep up on trends and developments. Furthermore, would it not be great if people engage and debated those same topics on your digital spaces?

It is quite simple. If you can help people with their FOMO and FONK, you can be their savior. And brands, it is really not too bold to think you can be your audience savior.

Make It Happen,
Social Steve



Filed under brand reputation, brands, content marketing, social media, Social Steve, socialmedia, SocialSteve

2 responses to “Why Brands Need to Embrace Social Media Fear

  1. Well spotted Steve, I would argue the two key drivers of advertising are greed and fear. Be that good or bad, it’s what gets the attention.

  2. Jim Matorin

    Nothing has changed except the fact we have more broadcasting tools. All brands/companies strive to communicate/position their category expertise. Now that there are more tools, it takes more of a committment (time) mainly because consumers now have a voice.

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