How To Have Social Media #Smarts

How To Have Social Media #Smarts
SHARE
THIS



Brand, marketing and PR manager for IE Agency, Jessica Box, shows how brands can translate their social media tactics into business growth.

Does your brand have its advocates dispersed strategically across the social stratosphere? Are you creating content in a meaningful way? Are you actually seeing the efforts being translated into a dollar value?

Social Media is now intrinsic to the foundations of our digitally engaged society. As each generation grows up with a new channel, there’s fluctuation in the popularity of platforms. However, fundamentally social media is here to stay. Most importantly we need to ask the question: how can retailers translate these communities into useful tools for business growth?

Start-Up #Smarts

It’s important to look at the success stories of start-up businesses who have utilised individual platforms in a sophisticated manner. By inherently having the ability to be nimble and agile, they can evolve and expand rapidly through making a few smart decisions.

Take Sabo Skirt for example, a fashion start-up business based in Queensland with a pure play e-commerce store. By tapping into the already targeted marketplace of Instagram, they have grown their reach to a global scale. With a hefty 1.1 million followers currently, they leverage a unique blend of product, editorial and behind-the-scenes content which genuinely engages their audience.

Sabo-Skirt-Instagram

There’s a component to their social strategy which has been very successful; the involvement of the two co-founders as advocates. Each has an active community of their own, with around 100k followers a piece. They post regular content on the Sabo Skirt Instagram to give their customers a peek into their daily life.

This central community on Instagram has enabled Sabo Skirt to expand exponentially and increase their revenue. They have now had a collection in David Jones, a new e-commerce store launch within the last 6 months and some beautiful campaign lookbooks to engage with their customers (most recently being Bali).

Big-Business #Smarts

By comparison, there are many big corporates who have taken to social media incredibly well, by primarily using witty copy, strategic hashtags or statement imagery to differentiate themselves from their competitors when news stories break.

A great example of a viral social media story is the bending of Apple’s newest product: the iPhone 6 Plus. Leveraging the hashtag “#BendGate,” Samsung created a controversial, yet still hilarious, image with the single tagline “Bend to those who are worthy.” It featured an upright, unbent Samsung phone and a bent iPhone folded over in-front of the Samsung.

Samsung-Bend-Gate

Others who have jumped on the bandwagon include Heineken, Kit Kat and LG on Twitter.

By aligning their brands with an on trend, topical discussion, interested consumers will establish a trust and reassurance that may not have been possible without capitalising on the social opportunity.

Strategic #Smarts

Seeing as there’s a hashtag in the title of this article, it seems important to discuss this unique and useful tool being implemented across most social media platforms. As mentioned above, the hashtag “#BendGate” created an easy way for brands to communicate with their consumers.

With that thought in mind, many successful uses of the hashtag strategy have been at events. For example, as the Super Bowl was on in February of 2014, the hashtag #SuperBowlXLIX was trending across Twitter, Instagram and Facebook. Brands and their customers communicated in an easy-to-access medium about the scores, Super Bowl ads and their experience at the game.

Tapping into an already existing audience is the easiest way for brands to engage on social media, so utilising the perfect hashtag is crucial for brands to remain relevant in the digital landscape.

#Smarts Checklist

If you’re doing the following, you’re definitely on the right track to winning at social media smarts:

  • Responding directly to customers who engage you on social media
  • Posting engaging content, which is not always product related but also brand building.
  • Having a sense of timeliness in “trending” and “viral” social opportunities
  • A strong brand tone-of-voice which is consistent across all channels
  • A good use of hashtags which suit your brand

 

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine