Creating content for, remaining relevant to and starting a conversation with your target audience can be tricky, and comes with many considerations! We’ve got you covered with best practices, insights, case studies — and more! — to act as your guide to engagement for social media marketing services.
As a community manager, every day you take the lead in conveying your brand’s character and you’re sometimes the customer or prospect’s first and only touch point with that brand. Whether that character is fun and playful for a cookie company or more serious for a government-mandated client, remember to ask yourself, “Is this post and/or comment aligned with the company’s brand identity”?
Personifying your brand in social is vital to establishing consumer loyalty. It provides an outlet where they can better understand your company’s psyche and hold ongoing conversations where they know they will be heard.
Here are three of our favorite companies that successfully use brand voice in social media services to create better engagement—and what we can learn from their techniques.
This brand is not just about baby diapers and products. Its social channels have created a community for moms to seek advice. Pampers capitalizes on relatable moments for mommies and engages when they respond in a compassionate and supportive tone. This seems to be working for them, as they have over 16MM Facebook fans and 146K Twitter followers.
Takeaway: Establish a trusting community by curating relatable moments, and encourage your followers to share theirs. When they do post their stories, reply and interact. This starts a conversation and opens the door to further engagement moving forward.
Grubhub knows the way to a foodie’s heart. It posts mouth-watering images and pairs them with simple, humorous copy to spark unexpected hunger in their fans! Grubhub’s humor and puns align with the underlying brand principle that your favorite neighborhood meal should be accessible, and the process to get it should be seamless and fun. The company is also quick to respond to consumers in that same quirky tone, amplifying their message on both Facebook and Twitter.
Takeaway: Create an experience and capitalize on it in your social media services! Grubhub does exactly this, turning the typical ‘takeout’ experience into an entertaining adventure by way of their distinct voice.
We <3 Netflix. How can you not, when it brings out your inner teen with reboots of 90’s movies and shows that you once loved? What makes this company so fantastic on Facebook and Twitter is its ability to simultaneously evoke that nostalgia and promote more current offerings, all in that same spunky brand voice.
Takeaway: Differentiate your brand and stand out in a way that works! Because Netflix had disrupted the way users watch TV (watching the movies and shows you want without a cable subscription), its challenge was to come up with a voice that could surpass the traditional broadcast paradigm. It also needed to learn how to address multiple audiences (fans of different types of shows and movies) at once. Netflix accomplishes this through smart content and constant comical dialogue with loyal consumers.
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