I think Morrisons are spot on in their view that social media is not for selling.
Social media is absolutely about being helpful and informative, sharing news and providing insights and helping to educate and inform. By default, if you do these things you will raise your profile and reach out to a wider audience.
It's indirect selling - becoming a trusted, valued and knowledgeable person. It is a way to build your brand and brand loyalty and to develop relationships.
Do take a moment to read the full article - it's refreshing to hear a good social media strategy being explained so simply and succinctly.
Morrisons’ different approach to social media is helping to foster brand loyalty. “We were a bit late to digital and social, it’s only been a focus for the last 18 months. But what we’ve noticed is using social channels purely to sell products will result in failure and most companies are making that mistake. “Social media isn’t a platform for selling. It is about reaching out and building a relationship. We want to adopt that progressive mentality.”