Brand identity is an initiative stakeholders typically leave to the marketing department, but it’s still critical to understand why that department focuses on social media content strategy. The fact is that social marketing works, when done properly. And, from the ROI lens, it’s a winner due to lower costs as compared to sponsored ads. If you’re not on board with social media as a go-to content marketing channel, have a look at how these brands are flat out killing it with their social media content strategy.
Dove: Inspiring Beauty. This brand’s Twitter profile description includes a hefty promise: “Dove is committed to helping women realize their beauty potential by creating products that deliver real care.” The company delivers by remaining steadfast and consistent in its content-creation efforts directed at women of all ages. A recent tweet encouraged followers to ditch comparisons in favor of commenting on their own best features. Another requested the community to post photos of their hair to demonstrate that beautiful locks aren’t always what you see super models sporting on a photo shoot. The social media content strategy was founded as a response to hateful tweets directed at celebrities walking the red carpet on Oscar Night.
GoPro: User Generated Content. Possibly one of the best ways for a brand to get great content is to solicit it from followers – who create the content using the brand’s product. GoPro puts its community to work, encouraging those who use its active-lifestyle cameras to post video and images of their crazy adventures. Not only does this social media content strategy make for excellent sharability, but it also serves as a great product demonstration for the company’s cameras. Plus, you can’t beat the price tag on this content creation: User generated content may require some touch ups, but it doesn’t compare to the cost of high-end video production.
Old Spice: Adding Quirky Humor. The brand is known for their silly TV ads and the hilarity carries over to their Facebook profile. Old Spice’s company descriptions draw attention through comedy, such as the claim to “75 years of experience helping guys improve their mansmells with deodorant, bodywash, antiperspirant and fragrances.” Old Spice even pokes a jab at their social media counterpart, Twitter, by breaking the rules with over 140 characters in a post.
NASA’s Mars Curiosity: First Person Account. You can imagine what it would be like to walk on Mars, but it’s fascinating to hear it from a friend when you can’t be there in person. NASA has developed a social media content strategy that enables Earthlings to experience what rover Curiosity does as it explores the planet – accompanied with some sass and references to pop culture. Curiosity even welcomes its upcoming contemporary, NASA’s Juno, that will be embarking on its voyage to Jupiter soon. With 2.2 million followers on Twitter and 1.1 million Facebook fans, NASA is doing it right.
Hasbro: Gamification. Whether or not you’ve played their board games, the digital version has proven to be a winner for this brand on social media. Through its Facebook profile, Hasbro tests fans’ brains and challenges them to contests through trivia questions, games and surveys. Beat your friends at Jenga or weigh in on who’d win Monopoly when the contestants are Mr. Potato Head or Mrs. Potato Head. The social media content strategy works because it appeals to followers’ sense of competition – family members, friends and foes included.
These are just a few examples of how brands are killing it in social media by incorporating engagement and reach, along with the unique impact of sharability. Share these brand social media content wins with the C-suite. There should be no question that a social media content strategy delivers on ROI. The only question is whether humor, gamification, unique perspective, inspiration or user input is the best approach for your target audience.