3 Killer Tactics for Brands that Struggle with Social Media
In today’s social world, consumers are liking, sharing, and connecting with their friends almost as often as they are with their favorite brands. Constant communication and connection between businesses and consumers has become an integral part of the buying cycle, and when businesses fail to acknowledge this, consumers lose interest in their brand.
Both established and emerging brands struggle everyday on social media to post engaging material that both increases their following while also maintaining their current following.
If you’re having trouble building an engaging social media presence that is consistent and speaks to your target audience, here are 3 tactics that can help:
1. Go Live!
The Live feature integrated on many social platforms, such as Facebook and Instagram, is your opportunity to further engage with those who choose to connect with you on social media. Businesses are increasingly using this feature to allow consumers to go “behind the scenes” during real time of their day-to-day operations, such as hearing from their employees, giving them sneak peeks of upcoming news, or giving them a look at special or exciting moments in their business. While the morning Monday meeting might not be the best fit for this, you could consider showing a behind the scenes look at your Christmas Holiday party! This is great way to show the human side of your brand. Take a look at how Dunkin Donuts took advantage of this feature.
People love winning things, so why not take advantage of it to benefit your business? Holding a social media contest is a great way to gain followers and increase engagement. By holding a contest, you allow your followers the chance to become your biggest brand ambassadors.
If increasing your followers is one of your primary goals from the contest, be sure to make one of the rules for entry to tag a friend or friends in their post or comment. Because, the more the merrier! This is a sure way to increase engagement and followers. Of course, when you host a contest, you should have some goals and key performance indicators attached to the contest to measure its success. Increasing followers doesn't always have to be the only goal, it could be increasing traffic into your store. Take a look at how Aldo took advantage of holding a social media contest.
Bonus Tip: Make sure you check the social media platforms rules and policies for contest before you determine your rules for entry.
3. Influencer Takeover
Social media influencers are becoming essential tools in digital marketing tactics today. Research shows that 71% of consumers are likely to purchase an item based on social media referrals, so more and more businesses are utilizing influential bloggers and social media icons to advertise and promote their brand and products (Social Media Today).
Going a step farther than paying a blogger to post about your product is allowing the blogger to “take over” your business’ social media profile for a day.
Collaboration is a great tool, especially when it comes to social media. Allowing an influencer to take over your social media profile is a great way to provide value to your audience as well as encourage followers of both brands to engage with the other. ESPN’s John Clayton was on-hand for a practice with the Oakland Raiders for a Twitter takeover in which he tweeted out his observations from practice and answered fan questions. The following is the collection of tweets from the takeover.