8 Winning Habits of Social Media's Top Brands
In 2015 social media's top brands are focusing on content in their marketing and advertising campaigns.
These winning characteristics should give you a clue how to use the habits of the web's top brands in your own social media:
1. Invest in Facebook
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.
2. Remember Different Platforms = Different Content
Seventy-two percent of internet users actively use social media, and 70 percent of marketers are producing more original content this year than they were last year. You'll find across the board that social media platforms and pages are striving for more uniqueness and originality. Customers tolerate a little bit of duplication, but familiarity breeds contempt.
For example, Legal Zoom's Facebook page features videos of their customer care team explaining how they handle different customer situations and they offer real time free legal advice on their wall about everything from living trusts to business loans. On their Twitter account they post up-to-date links on articles such as "7 Quick Steps to Researching a Business Loan" and "The Consequences of a DUI Conviction." The same goes for their LinkedIn site; real, informative, and relevant content and links on such subjects as student loan default and how to legally fire an employee.
3. Schedule Posts Consistently
Random posting on social media by corporate advertising accounts is rapidly becoming a thing of the past. Facebook, Google+, and LinkedIn all offer content calendars that allow advertisers to automatically schedule their native posts in an orderly manner that, hopefully, doesn't irritate potential customers, or let them forget about the product or service either.
4. Track Social Media ROI
Tracking social media ROI is essential to any online ad campaign. Without the proper tools to do this, there's no way to tell if you're throwing your money away or making a good marketing investment. There are several online tools available to do this, such as Buffer, Sprout Social, and many others. This can give you a handle on how your marketing campaign is doing on all the major social media sites.
5. Focus on Decision Makers
Your advertising campaign must reach decision makers - whether these are consumers or corporate. Your CEO's complete profile on LinkedIn is a good way to reach a wide market with disposable income and the power to make spending decisions. Needless to say, the networking possibilities are endless.
6. Get Visual With Instagram
Instagram is a totally visual marketing medium that appeals to a younger demographic, who often share their experiences and thoughts on a daily basis. They offer photo contests and you can now post 15-second videos. Any marketer that can condense their product or service into that time-frame has the chance to go viral.
7. Stay Mobile-Friendly With Snapchat
If you're aiming at a younger demographic, Snapchat is one of their growing obsessions. This popular social media mobile app is a reminder to old-school marketers that mobile devices capture a good share of the social media traffic right now. And that share is going to grow.
8. Stay Current on Trends
The Friskies Cat Food people have created some authentic social buzz with their Grumpy Cat meme, and your ad campaigns should be striving to do the same kind of thing. You've got to keep up with which social media venues are growing in influence. Just ask the French guy who recently went viral on Vine; Celebrities are made on Vine, why not great ad campaigns?
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