At this point, a sizable proportion of your Facebook friends have changed their profile picture to an image filtered through a rainbow flag to celebrate a landmark Supreme Court decision that made same-sex marriage a right nationwide. Companies, public figures, and millions of other people across the country and world have taken to social media to commemorate the occasion, including the 26 million Facebook users (and counting) who’ve changed their Facebook photos to show support.
Social media has brought new opportunities and new challenges for companies seeking to connect consumers with their brands. Platforms like Twitter and Instagram provide marketers with new ways to reach customers, but they also require companies to rethink their usual advertising strategies. The “hard sell” technique that has its legacy in television and print just doesn’t play in the social media space.
There was a time (in the recent past) when brand sell was all about showcasing features and benefits to an intended target audience. With the emergence of social media, the art of the brand sell has evolved to include a very real social component. Social media has made engagement and response rate some of the main objectives for brands. With that, in the framework of brand development, the art of storytelling has become much more important. What was once brand sell, is now story sell. Now brand marketers need to wrap their initiatives around the story sell of their brand. Like it or not, engagement is where it’s at today and the way to consumers' hearts is through storytelling.
While there are a number of ways to measure ROI generated from social media, Facebook and Twitter are still worthy tools that can add a lot more value to your internet marketing campaign. Indeed, how greatly can social media benefit your business depends on how well it has been executed. The way you execute the social media decides how you will progress on the digital footprint.
It’s no accident that Coca Cola, McDonalds, and Red Bull have invested heavily in their Facebook pages. Currently, the Coke page has over 94 million fans; McDonalds has over 57 million; and Red Bull tallies over 46 million fans. A look at their pages shows constant updates, interesting content, and a variety of CTAs.
Businesses often have entire teams dedicated to social media marketing, and use multiple platforms and techniques to reach their target audience. If an advert hits that sweet spot and goes viral, it can totally transform a brand. That’s why marketers have started to cater specifically for the social media scene and no longer treat it as an after-thought. We’ve seen some impressive social media campaigns this year – but here are some of the best.
Following announcements from Facebook that they are going to limit overly promotional posts on newsfeeds, a report from Forrester says that brands might be wasting their time and money on networks like Facebook and Twitter.
As part of Facebook’s ongoing tweaks to what posts appear in your newsfeed, it has announced that it is to reduce the amount of “overly promotional” posts that we see. They want to reduce the extent to which organic posts by brands are, in essence, being used as ads.
Instagram is the only major social network lacking a click-through mechanism, but it sure has established itself as a game-changer in the retail world. Let's take a look at the retailers that have built communities and how they are doing it on Instagram.