Just a few weeks ago, digital marketers and industry leaders gathered at Interactive Day San Diego (#IDSD) to discuss industry trends and evolving strategies. One speaker that stood out among the rest was the Vice President of Marketing for Sprout Social, Andrew Caravella. Sprout Social is a comprehensive Social Media CMS with monitoring and engagement capabilities, publishing features, and analytics. As the VP of Marketing for Sprout Social, Andrew has had the opportunity to work with many brands — both big and small, and he truly understands what it means to “Slay it on Social Media”.
Ultimately, it comes down to three factors: Style. Substance. Strategy.
Nearly every brand today has a presence on social media, but what makes a brand stand out is their style. Style involves brand recognition across various platforms, consistency in the types of content being shared, and individuality in the tone of voice. Brands need to establish their own style through visual and written communications.
Louis Vuitton was just one of the examples Andrew used to highlight how a luxury brand is truly owning their aesthetic on Instagram.
Simply being on social media today is not enough. Brands need to “move beyond witty banter and take social as a serious discipline”. As marketers, we need to create quality content that continues to educate, inspire, and provide value to our audience. We need to use social media to build an interactive community.
Mr. Porter, a men’s fashion and lifestyle brand, offers “how to” videos that resonate with their target audience and the things they care about most — like keeping their sneakers clean.
Flowers for Dreams shares their mission to aid local charities through an inspiring, visually appealing, story-driven approach.
As social media continues to evolve, so does the brand strategy. Customer communications, advocacy programs, celebrity endorsements, and proactive listening also need to be taken into consideration when building out a holistic social media approach. Today 66% of consumers expect a response within an hour on social media (Ovum). Employing a proactive, reactive, and preemptive response plan can help brands more efficiently manage these incoming and outgoing conversations.
As a food service provider, GrubHub understands the importance of social care. They’ve developed a quick response plan for all social media inquiries to ensure that all customer conversations are handled with care in a timely manner.
Furthermore, brands need to create a plan to leverage their advocates. By empowering influencers, celebrating everyday fans, and enlisting star power, brands can increase credibility, reputation, and awareness.
NikeCourt uses their Twitter account to enlist the support of tennis celebrities and highlight their accomplishments.
Charity Water showcases their brand advocates and enthusiasts by sharing their stories to propel the brand’s mission.
Whether you are just starting out on social media or full steam ahead, take a step back from your current processes and ask yourself:
- What is our brand style? Is it consistent?
- Does our content contain substance? How does it provide value to our audience?
- What is our social media strategy? How are we implementing it? Is it successful?
If you can’t answer one of those questions, start thinking about how your brand can adjust current processes to crush it on social media.
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