Giving Certain Parts of Your Business a Social Media Voice

When it comes to your Twitter, Facebook and LinkedIn accounts, your gut reaction is to create several corporate accounts. So for example, if you are Dunkin Donuts your Twitter handle is @DunkinDonuts; if you are Walmart, your business Facebook page is simply Walmart. But have you ever thought about whether you can brand integral parts of your company—like your flagship offerings, company mascot or brand caricature?

Perhaps your company has a marketing gimmick. For example, one of my most favorite companies I got to write about in the past was VoIP Supply, a leading provider of VoIP solutions. One of VoIP Supply’s most strategic—and enjoyable—marketing campaigns was that of Crazy Tom, the company’s fictional character who is tasked with finding the latest and greatest VoIP equipment deals. Crazy Tom sends emails to current and prospective customers weekly, talking about the latest deals and explaining why he chose to feature these products. With such a humorous and unique personality, Crazy Tom quickly gained his own Twitter and Facebook accounts.

Think about your own business and whether you can brand different parts of it. For M&M’s, perhaps that means giving distinct voices to the red and blue M&M’s (I mean who really likes brown?). For Pillsbury, maybe that means giving the Pillsbury Doughboy a platform to make his voice heard.

Looking for inspiration? Then look no further than Geico, a company that not only boasts a corporate Twitter account for all corporate related news, but also a Twitter handle for the Geico Gecko. Take a look below:


Some of his best tweets?


Do you get the picture?

The Geico Gecko is a brilliant marketing campaign and it should be noted that this particular account has already amassed more than 9,600 followers, giving the corporate account a run for its money at 14,000.

As you think about your marketing objectives for the remainder of 2013, figure out whether a similar strategy would work for you. Keep in mind, that your audience is crucial. If your target market, for example, is made up of Generation Y and Zers then an approach like this might be marketing gold. Conversely, if your audience already scoffs at the idea of social media, you may want to stay clear of this idea.

And don’t forget to think outside of a box. Sure a character like Geico the Gecko makes a lot of sense but so do other ideas. For example, schools can brand their mascots, technology companies can foster unique identities for their bread-and-butter offerings and candy providers like Sour Patch Kids can bring their candy to life.

Have you stumbled across a brilliant social media campaign like Geico the Gecko? We want to know! Please share below…