By Katy Lynch
First of all, don’t fret about being “on” every channel. You don’t need to be. Just focus on being active on the channels that matter, and make a difference, to your brand.
So how do you determine which channels will be most beneficial for your audience? Before getting started on social, brands should answer the following questions:
- -What does the social media landscape look like today? Other than the three giants (Facebook, LinkedIn, Twitter) what are the new social media platforms out there with smaller, niche audiences?
- -Who will be creating and managing this content on behalf of our company?
- -What types of content will we be displaying on this channel and how frequently will we posting?
- -What are we trying to accomplish on each social media channel? What are our short term and long term goals for each?
- -Who are our competitors and what social media outlets do they currently use to get their message across?
Once you’ve answered these questions, you’re ready to find your perfect social media match. If you’re just getting started with social media, I recommend choosing no more than three social media platforms to focus on. Once you’ve mastered those, and you’ve built up a robust community, you can consider building a presence on additional sites.
Take a look at some of these awesome examples of brands that have found their soul mates and why they are a perfect match:
HGTV & Pinterest
Pinterest is a very visual network, full of stunning photos and videos, so it’s crystal clear why HGTV is so successful on this channel. From home décor, to holiday ideas, to creative DIY projects, HGTV’s Pinterest account is a homeowner’s “go-to” outlet for inspiration.
One unique aspect of HGTV’s Pinterest account is that the hosts and staff have their own Pinterest pages, highlighting their individual style and interests. Be sure to check out Emily Henderson and Marianne Canada.
Some items to consider when launching your brand’s Pinterest page:
- -Post photos and videos of your products and link directly back to your website.
- -Create user-generated boards where your brand ambassadors can upload photos and promote your products on your behalf.
- -Host a “Pin It To Win It” style contest to create buzz, excitement, and awareness around your products.
- -Promote company culture, your employees, upper management, and your office space.
- -Post branded quotes. These can be in the form of customer testimonials or inspirational quotes relating to your products and/or industry.
Warby Parker & Twitter
Warby Parker is a company that sells trendy eyeglasses and sunglasses. The business has done a phenomenal job of branding across all of their social media outlets, but on Twitter they have used the channel primarily as an effective customer service tool. They have a team responding to requests from people who want information in real time, to which the team responds in a timely fashion. Check out the recent example below:
Some tips on using Twitter as a customer service outlet:
- -Set up a separate Twitter account for customer service requests so that you receive them all in one place.
- -Use a third party tool, such as HootSuite or SproutSocial, to monitor conversations surrounding your brand.
- -Respond to all requests, complaints, compliments, and inquires within a matter of hours.
- -After a serious situation is resolved, always follow up with the customer to ensure they are happy and satisfied.
Oreo & Facebook
Oreo is a lovable company, with a rich brand history, that everybody loves and recognizes. So, what’s the reason for their success on Facebook? They are one of the few, innovative brands to take advantage of current trends in pop culture and always put fans first. Much like the famous cookie itself, the brand’s content on Facebook is simple, consistent, and fun.
Many of Oreo’s tactics are pretty easy to execute and should be considered when thinking about your own brand and how you want to be perceived in the minds of consumers.
A few tips:
- -Get creative with content. Publish photos, videos, interviews, surveys/polls, blog posts, contests, infographics, and fun, engaging questions.
- -Launch a robust Facebook advertising campaign, directed at your target audience.
- -Add links to your website and other social media profiles on your “About” section.
- -Switch up your cover photo every 90 days – keep it fresh and exciting.
Due to the ever changing nature of social media, it’s important for brands to stay up-to-date on new trends, outlets, and revisions to current platforms. Be sure to take time every day to read up on your industry and the exciting changes to the social media landscape.
Born and raised in Scotland, Katy Lynch is the President and Co-founder of Chicago-based social media marketing agency, SocialKaty Inc. SocialKaty specializes in growing online communities for brands. Katy is also a founding member of Ensemble, an all-star powered ‘Digital Services Suite’ for entrepreneurs. Check them out at: http://ensemblehq.com/.