We’re in a strange area of advertising these days. As brands are moving online and becoming ‘social,’ they are rewriting the books and sometimes making stuff up as they go. Shit, now that I think about it, it feels like its been months since I wrote anything even about advertising. I guess now that I have a job I can post more regularly than my 4-6 posts from my senior year in college. Moving on, managing social media platforms is something most people in the ad business should be aware of, especially if you want to do it well. Now I’m not saying I’m the master, not even close, I’m just commenting on something I’m noticing across the board.
My first and foremost my biggest ‘tip’ would be to know who you are speaking to and how to speak to them. This includes knowing your own brand identity, as well as knowing how to use that identity to convey valued and informative messages. Particularly, small businesses and brands are using social media to just spew out promotions and whatever else just hoping they get some response. However watching bigger brands, a lot of their posted content is primarily there to start a conversation. Whether it’s questions, pictures or brand related content, it all falls under their brand identity. For example, if a local college bar were to post a message about a particular happy hour event on a specific date; they’d reach somewhere around 8-10% of their fan base, and limit themselves to comments like “thanks for the heads up” and “cool.”
By identifying as a college bar, your brand probably is on the younger side of the spectrum, and have a good sense of whats fun and not. With the same previously mentioned message, it could be reorganized to better reach – college students, who like to have fun, drink, and talk, specifically on social media. Something as simple as asking a question, along with a message about the brand, can generate much more overall reach and engagement. The possibilities of responses are no longer so limited, and it makes your brand appear human. And as far as branding goes, personification can be the bridging gap in helping audiences relate to you on social media.
Just remember, social media is there to be social, not a message board for promotions, because that’s what your website is there for. Facebook, Twitter, and Instagram give you the perfect platform to communicate back to your followers, so do it. Specifically smaller brands I’ve noticed are sometimes posting great content, but not continuing the conversation any further. When people ask questions, they aren’t replying, and when people post things on their wall, they do nothing with it. Hell, if you don’t know what to say, just ‘Like” their post. Let followers know that your brand acknowledges them and cares!
Those are just my thoughts, thanks for reading. I’ll hopefully add onto this in the next few weeks!