If you are an avid social media fan, you probably have a fairly extensive list of organizations you follow. Though our interests may vary, if you look closely, there are a few things each of these brands — the best of the best — do regularly that keep them top of mind. In this day and age where we’re constantly competing for attention, it’s always a good idea to make sure your organization is keeping up.
Let’s consider the ways a couple of my favorite brands are grabbing our attention online and why you should follow their lead:
1. Post Regularly — in a Variety of Ways
While this may sound obvious, to stay top of mind you must provide new content on a regular basis. But here’s where it gets tricky – you need to understand what “regular” means to your audience. Is posting on Facebook once a day sufficient? Perhaps three times a day, or on the other side of the spectrum three times a week, is more appropriate for your audience. To find the answer to this question you need to know a few things, starting with the demographics of your audience so you can research how often they are checking their Facebook and Twitter feeds. A great way to effectively and inexpensively research your audience is by conducting an online survey.
Once you have your audience down, you can start to build on your editorial calendar. Take Nike Golf for an example. The Nike team rotates between photos and videos, product information, and inspirational messaging to maintain audience interest and meet their needs. Make sure you don’t get into a rut with the same posts week after week.
Bottom line: Take risks and switch it up to keep your customers engaged.
2. Utilize Free Marketing
The definition of marketing is: communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service or brand. The best brands take advantage of their social media outlets to market without spending a dime. The Nike Golf brand uses their Facebook page to feature new merchandise – from shoes worn by Rory McIlroy to their latest NG360 app to the Vapor fairway woods. Not only can I stay up-to-date on the latest trends, I can gather gift ideas for my husband and see what the pros are doing.
Don’t have the budget to feature Tiger Woods or Rory McIlroy in your page’s photos? No problem. My favorite non-profit page is AHeinz57 Pet Rescue and Transport. Though cute puppies are a sure way to grab my attention, the organization does a tremendous job of staying on top of their posts. They promote “Putts for Mutts,” an annual golf outing, in addition to a host of regular fundraising events, and provide regular updates on available adoptables.
Bottom line: No matter your size or marketing budget, take advantage of the free marketing available through social media outlets.
3. Share the Inside Scoop to Stay Relevant
No matter the business it’s always important to make sure your social media posts are on-point. If you are an athletic brand, stick to athletics, if you are an animal rescue service, make sure your posts surround the topic areas you know the most about. Not only is this important for brand consistency and recognition, it is also important to minimize the risk associated with posting on unrelated topics. If you aren’t the topic expert, there is no reason to pretend to be.
Two of my favorite brands, as discussed, always stay on track – and sometimes share the details we wouldn’t otherwise hear. For example, Nike Golf shared “A Day In-The-Life of Rory McIlroy” this past summer, posting photos of the professional player’s workout session, range work and practice round. AHeinz57 consistently provides the inside scoop sharing when they need foster homes, how much money is raised for fundraising and when they have been on the road saving lives.
Bottom line: Your customers want to hear from you, to see what you’re doing day in and day out. Share it with them!
4. Listen to the Audience
Social media communication needs to be a two-way street. It’s great to share and promote your business regularly, but in turn, we also need to listen to the feedback our customers share – and respond accordingly.
Nike Golf responds within the hour to fans following a post on the Nike Vapor driver:
- Comment: What are the differences between the pro the flex and the other one
- Nike Response: Alex – We’ve got you. You can compare all of the Vapor drivers here: http://gonike.me/VaporDrive.
- Comment: I have the Vapor line in my bag, best clubs I’ve ever hit! The pro combo irons feel amazing, and the pro driver is hot. I was always a Titleist driver user until now.
- Nike Response: Michael – We like your style. Hitting the course this weekend?
AHeinz57 responds in a timely fashion to potential adopters with inquiries on available pets, and frequently reposts birthdays and anniversary dates of AHeinz alum.
Bottom line: Regardless of the size of your team, it’s always essential to maintain communication with your audience. They need to know they are heard, and their voice matters to your brand.
While this list is by no means inclusive of all the great ways organizations are communicating via social media, it should make you pay attention to the tactics tools they are using. Don’t be afraid to follow their lead if you see a new or interesting way to promote your business. It’s about sharing your story in a way that engages your audience in a consistent, exciting manner.
