How ‘non-sexy’ businesses succeed on social media

Brands that people aren’t immediately excited to talk about—if they sell say, insurance or tampons—have figured out ways to make social media work.

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There are some brands for whom social media is easy. When I was managing the Cinnamon Toast Crunch account, all we had to do was show the product and the crowd went wild. It helped that my team and I liked the product as much as the fans.

It’s not so easy for other brands.

Dockers are synonymous with “boring dad.”

Staples sells office supplies. Lame.

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