Social Media Reimagined: How to Market Brands in 2017
I love pulling out the measurement stick to evaluate content. I enjoy running posts through my test lab and taking deep dives into metrics in pursuit of the next insight. These efforts have broadened my understanding of the dynamics between brands and consumers, and revealed valuable best practices, a few of which I'd like to share with you here.
Take a stand on social issues. Brands that stand for something create loyal fanbases. Consumers are buying products or associating with companies to communicate certain values. If I shop at Whole Foods, for example, many assume I lead a healthy lifestyle and care about the environment. How are consumers viewed when they associate with your brand? Let that question drive part of your content strategy. Be aware of potential pitfalls, but don't be afraid to position your brand on either side of an issue.
Take advantage of Live. Live streaming is a powerful two-way communicative channel, ideal for community building. Test-drive products and ask for feedback or run competitions that require active participation, in real time. People love to be heard – pass on the mic and let your followers share their thoughts (CLICK TO TWEET).
Live streaming is also favored organically by social algorithms and it's prominently featured on most of the platforms. This will not last forever, so capitalize now.
Let employees create authentic, unpolished content. Forge a deeper connection with your audience by sharing the spotlight with the people behind your brand. Share a general direction and let their creative juices flow. This type of unscripted and raw content can accomplish more than engagements – it can humanize your brand. Picture-perfect content has its place, but this type of authentic messaging can be incredibly powerful.
Participate in the right conversations. Find intersections between your brand, audience and current trends, and then engage. When mastered, creative listening will enable you to position your brand at the center of the right interactions. If you need a few ideas, check out this post I wrote on engaging relevant conversations on social.
How do you plan to stand out on social in 2017? Feel free to share your ideas with me on Twitter!