While deciding what to post today, I came across this quote from Erik Qualman that I have included in many of my social media talks over the years.
“We don’t have a choice on whether we do social media. The question is how well we do it.”
And while most people would agree that social media has moved from the “nice to have” bucket to the “must have” bucket, I don’t think many companies fully “get it” in terms of execution… the “how well we do it” part of Erik’s quote.
Large corporations who definitely “get it” and execute their social brand strategy well are Sephora, Taco Bell, GoPro, and FabFitFun, to name a few. Their campaigns are branded, fun, engaging, and relevant to their target audience.
Their campaigns are:
- relevant to the target audience
So what are the big boys doing that smaller brands can’t or don’t do?
For starters, large companies have big budgets for marketing, affording them resources in terms of staff time, creative art and design, and TIME. And while many small companies can’t afford a to earmark a large budget for marketing (specifically social media marketing), I think they swing too far in the other direction by not allocating ENOUGH budget and by taking shortcuts. And shortcuts usually lead to, not surprisingly, ineffective execution.
So, how can you do social media right?
There are many factors that make up a great social media strategy, but today let’s focus on what we consider to be the most important… engagement.
Social media is not a one-way communication. What would you do “IRL” (in real life) if you asked someone a question and they looked right at you without answering? It would be really weird, right? It’s no different to put up a Facebook post and then never acknowledge a comment. Just posting is not enough. ENGAGING with your tribe is one of the main keys to doing social right.
Of course, engaging takes time… the time to monitor and the time to respond (in a timely manner, no less). This is where Cosmetic Social Media helps companies and brands who can’t dedicate a full-time staffer to social. We craft relevant, engaging, and beautiful posts, plus we monitor and respond throughout the day to comments. And we do this 7/365.
Why is investing in this type of engagement is so important?
Social media is an online extension of YOU and your company. A way to be up close and personal with your clients when you’re not face-to-face… which, when you think about it, is a good percentage of the time.
Social media is first and foremost SOCIAL. The back and forth conversation is expected by the consumer. They don’t think about marketing budgets… they think about getting what they want when they want it. This is the new norm.
If you need help keeping up with your social media posts and monitoring, we can help tailor a package to fit your budget and needs. Just give us a holler by filling out our contact form, or emailing us at firstname.lastname@example.org. Or go #oldschool and call us at 1-877-401-5485.