This is a guest post by Hilary Smith.
Businesses today know the benefits that come with social media. Social networks can do much more than give existing brands new life; they also give brands many more opportunities to build collaborative relationships with consumers like never before.
However, the term “social media” also comes with a lot of baggage. There’s actually a lot more to managing these networks than sharing cat videos and following worldwide trending topics. Brands must understand what social media makes possible for their businesses: engaging with customers, providing quicker feedback, reaching new audiences, and so on.
Unfortunately, many brands treat social media as a short press release — a way to talk about themselves. With so much competition for attention in social media, brands need to consider how they’re effectively showcasing their humanity, as well as how they can help their consumers through these channels.
Delta Airlines, GoPro, and ESPN have slam-dunked social marketing initiatives across a variety of platforms. Read on to learn how three brands put social media to work to great effect…
Delta Airlines is a great example of a brand taking advantage of Twitter’s casual but conversational user interface. Delta gained a popular following on the website with mentions of pop culture, holidays, and anecdotes:
The Delta account also frequently responds to individual tweets. Delta’s lighthearted, personable, and often humorous brand strategy on the website stands out and makes users more willing to listen and even engage — Delta adds to the average user’s experience and overall daily enjoyment of the platform.
Your business can follow along Delta’s flight pattern by deciding on a brand persona. In sales and in life, people remember how you make them feel over what you’re actually saying, so don’t be afraid to think outside the box. Opting for the most professional tone and technical language will likely not get your business the attention it needs on Twitter.
Lifestyle video brand GoPro recently ran two campaigns on Facebook:
- GoPro’s Everything We Make Sweepstakes was a chance for people who did not yet own a GoPro to win one of every GoPro product.
- The Photo & Video of the Day campaign on Facebook was for customers who wanted to share their GoPro adventures.
GoPro then selected content submissions from some of their biggest producers and put the top photos on their Facebook page. Doing this encouraged other GoPro users to like, comment, and share. As a result, their rate of social engagement increased.
Not only did GoPro give their customers a cool way to participate by showing off their purchase, but they’re also able to showcase their excitement in continued use of the product. While the sweepstakes only accepts entries from those who use their product, it’s still a great motivator to encourage people to buy their own GoPro to enter the photo contests!
More than anything, people want to be involved, especially your customers. When it comes to hosting a contest or giveaway, a great way to ensure that your brand gets recognized is by allowing your customers to participate. This goes way beyond just “liking” your Facebook page or commenting on a photo. Encourage your audience to share their experience with your brand, and you might be surprised as to what you get as a result.
With over 30,000 hours of curated sports content and several household video marketing campaigns, ESPN is a heavy-hitter on social media. ESPN’s Sports Center brand features prominently among the company’s video content with the “#SCtop10 hashtag,” “This is SportsCenter” commercials, and feature segments under #SCFeatured. These hashtag campaigns make it easy for viewers to find new and favorite content, while the highly popular “This is SportsCenter” spots are entertaining advertising rather than tedious.
ESPN’s Youtube channel is an instance of putting a media platform to work for your brand. Your business can get the most out of Youtube when you give people options. It’s best if you publish your video under your own channel, where it’s easy to find and you can add to your SEO strategy for search engines.
Hilary Smith is an online journalist, covering everything from small business news to globalization. You can find her at hilarylorensmith.weebly.com.