Here at Content Boost we are constantly lending our best tips and tricks to our clients, giving them the fuel they need for their engines to drive their content marketing strategies down unprecedented paths. One tidbit we share often? Not only do you need to leverage social media, but you need to do so wisely.
This can mean a few things. First, it can mean choosing the right platform to share your story. No, Twitter is not for everyone. Nor is Pinterest. The key is to determine your audience, figure out what social platforms they utilize and then adopt a social presence in these areas.
Another piece of advice? Understand the difference between the platforms. For example, Facebook users rely on a specific type of vernacular. Even though hashtags have been introduced to the social networking giant, Facebook is really still about telling your business story and creating viral posts that can live on no matter the day, month or year. Twitter, on the other hand, is about real-time updates. On this platform, your audience forgives your brevity and poor grammar. After all, there are only 140 characters at your disposal and time is of the essence since the shelf life of a tweet is 18 minutes.
But a particularly useful piece of advice? Engage directly with your users. Aka… make your posts personal.
Let me illustrate…
In the spirit of practicing what we preach—and genuinely enjoying the concept of two-way social media conversation—I take every opportunity I can to personalize my social media messages. For example, if I like your blog, I am going to let you know by tagging your name in a Facebook post or mentioning you by your handle on Twitter. And, if I want to know more about a certain subject, I am not going to ask cyberspace blindly. Rather, I am going to direct the question at the industry experts I follow or the businesses I “like” on Facebook by mentioning them in my musings.
Therefore, when I stumbled across a creative Coca-Cola Facebook prom advertisement the other day, I—a self-described Coca-Cola enthusiast—had to write about it. When I was done, I took to Twitter and shared my sentiments with my cyberworld. But I also took a quick second to thank my fountain drink icon for putting a smile on my face that day. The response from CocaCola?
You can bet I direct messaged the company.
A few days later I got an email from Coca-Cola letting me know that a “special gift” was being mailed to my office and that they “loved” my blog. (In the interest of full disclosure, I am a little too preoccupied with what could be arriving at my office).
Now let me explain something. As a devoted—and I don’t use this word lightly—Coca-Cola drinker, this all about made my day. Heck, the mention on Twitter was already enough to make my year but now… after finding out I will be receiving a special gift… I am more sold on Coke than I have ever been.
Here’s how you can take a cue out of Coca-Cola’s page.
You, too, have those devoted fans out there—the food aficionados who choose your restaurant over your competitors (every. single. time.); the teens who save every last cent of their allowance to ONLY buy your clothing apparel; the IT manager who doesn’t even open a single email from your competitor because he is so blown away by your 24/7 NOC. You have the power to make that individual’s day by a call out on social media.
Let your loyal customers know that they are more to you than just a figure in their overall revenue. Let them know you enjoy their unwavering support and their fierce dedication to your brand.
So, to my favorite brand in the world, the one that has yet to let me down…. thank you. Thank you for making me feel that it was worth it every time I told a waitress “No, Pepsi is really not fine.” Thank you for making me not feel crazy that I was crushed when I found out that my alma matter, Syracuse University, was a Pepsi school. And, more importantly, thank you for demonstrating that customer service can move into the digital era and that a simple interaction with your key stakeholders can be a true game-changer for businesses.