We all know that being too personal on commercial social media profiles can result in not only brand damage but also a significant loss in audience purchasing as a result, (refer to the case of Starbucks in *that* #RaceTogether campaign)!
So, how can brands ensure you have the right mix of personal commitment versus commercial digital strategy in your social media tactics?
Here are our top 5 considerations, based on our management experience globally;
- Know Your Audience
- Probably the most crucial element of social media is distinguishing between your audience profiles, and knowing what their drivers are for engaging with organisations/ products such as yourself. Once you have this you will have a clear plan to build on from content to visual styles that attract them the most.
- Know When to Get Personal
- Social Media isn’t about broadcasting news and updates – it ‘should’ be focused around the engagement of your audience, so choosing topics and interest that is of benefit to them is the real driver – Commercially this could be talking about your culture, adding personality with ‘behind the scenes’ or showcasing recent products is also a great way for people to see behind the logo.
- Encourage / Ask
- On the same theme, your social should always look at ‘how can I engage my audience more?’ – the whole point is how you can connect on a digital level with your audience, so you are doing everything you can to encourage that, right? Think polls, surveys, competitions – all great methods.
Think about what’s interesting and mix with asking for their opinion and feedback (Starbucks did a great campaign around this a few years ago, asking for new ingredients testing and it built the brand!).
- Opinion isn’t the right type of personal sharing..
- There are lots of opinions we may be inclined to express on social media (politics, religion, trending news) – but let’s remember that your social presence isn’t about you; it means staying positive and sticking to topics that interest your audience.
- Too much automation
- Obviously, there are some superb tools available for organisations to ‘assist’ (I chose that word very carefully), in the maintenance of social media platforms, Hootsuite, Tweetdeck to name a couple; yet in our experience, social is just that and sometimes, automation systems tend to overlook that!
It’s also worth pointing out that you are much less likely to post something ‘on-the-line’ or embarrassing if you are live when posting, as opposed to scheduling for the future.
Social tools should always be used in conjunction with social management, not in replacement. In social media (and in life, too if you look at it), true engagement outdoes technology, every time.
Brighter Directions are a multi award-winning professional marketing agency, specialising in outsourced marketing solutions, predominately around Social Media and Digital influence and PR & Media Communications, working with an array of cross-sectors globally, from SME’s to global multinational corporations.
Being one of the first independent social agencies to launch in the UK have given them a strong footing as leading experts across social media solutions globally, providing expertise and advice through global news and authority sites such as BBC, ITV, CNN, Trinity Group and more – The company have been recognised in numerous national and global awards for their quality, professionalism and service excellence.
If you are looking for a reputable, leading marketing agency to trust your commercial reputation, look no further. For either ad-hoc campaign launches or ongoing management, contact www.brighterdirections.co.uk
