“Good on Social”: What It Means and How to Do It
10 Social Marketing Lessons from Forbes Most Valuable Brands
“That brand is good on social” is a phrase I hear a lot when I speak with social marketers. Every marketer has a brand or two they admire for their presence on social, but what makes those brands “good on social”? I set out to answer this question, and frankly, it was harder than I expected. So, channeling my inner Ringo Starr, I got by with a little help from my friends.
To answer this question, I turned to some folks with agency experience.
Why? Because when it comes to answering best practice questions, they have an inherent advantage over brand marketers like myself. They strategize, execute, and analyze social campaigns for more brands in one day than many brand marketers have worked at in their careers. They’ve seen it done right and wrong so many times, through the lens of so many markets and audiences; surely they must have some answers.
Well, they had some good ones. Below are their responses, but first, here are the top three things they taught me about what makes a brand “good on social.”
1. “Good on social” means focusing on people.
For these social marketing pros, metrics are a way to keep score. Social presents a unique opportunity for brands to build a trusting relationship with the people they want to buy their products and services.
Brands who are nailing it on social are the ones who are committed to creating a true persona, so that fans feel like they are interacting with a person, not a corporation.They are constantly keeping their finger on the pulse of pop culture, but through the lens of knowing what their tone of voice is so they don’t end up like your Dad saying, ‘on fleek.’
Additionally, these are brands who are finding new and innovative ways to use the platforms we’re on every day (i.e., KFC following only 11 people on Twitter, 5 Spice Girls and 6 guys named Herb), creating both a PR-able moment, and an opportunity to grow their brand awareness and overall audience.
– Dixie Roberts, VP of Digital at HangarFour
Without trust, nobody will ever choose you. Social, more than any other marketing channel, is about people and relationships, and relationships don’t happen without trust.
You can’t not keep score (which is why we use metrics to understand the outcomes of our efforts), but focus on people first, not numbers, and all your charts will go up and to the right.
2. “Good on social” means staying relevant.
People aren’t using social by force; they choose to spend time on social by choice. They turn to social to stay in-the-know on what’s happening in their community, what’s happening in media and pop culture, and what trends are emerging.
Brands that are ‘good on social’ are quick to respond, approachable, and all-around helpful. Now, when I think about brands as being ‘great’ on social, that is different. Those brands have mastered a proactive approach when it comes to social listening and influencer engagement. They are digging deep into conversations about their brand with the mindset to drive improvements.
They know that keeping tabs on the social pulse of what consumers and shoppers are talking about in the online space can also create innovation and progress. They aren’t just monitoring, they are activating what they are learning.
– Lyndi Fultz, Insights Strategist at Soapbox Influencer Marketing
And, simply put, they do it for fun. Your brand has no chance of being surfaced and shared if your message is irrelevant to your audience.
Relevance means something different to every audience segment. Know your people, know their interests, deliver relevant and timely content that adds value to their life and social experience, and your brand will be “good on social.”
3. “Good on social” means finding your voice and owning it.
People can spot a poser from a mile away. If your social personality isn’t aligned with your brand, you’re going to struggle to build trust with your audience.
Being good on social means telling an authentic story – which means you have to present both sides of the story. Not all products are meant for everyone, nor is a story intended for every audience.
Being good at social means being transparent about who should, and who should not, be interested in the product, with a level of honesty that is refreshing.
– Lindsey Sanford, VP of Content Marketing at Symphony Talent
Our experts taught me how finding your brand’s voice, always staying authentic, and being willing to serve your audience is how you stay focused on people, build trust, and maintain relevance. To do this, you’ve got to have a thorough understanding of your target personas, and research them at a macro level (in aggregate) as well as at a micro level (individual influencers).
If you’re interested in checking out how Simply Measured full-funnel social analytics can help you understand your audience and discover relevant content ideas, click below to request a demo of Simply Measured Listening.
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Product Marketing Manager at Simply Measured with a passion for full-funnel digital marketing. I enjoy a round of golf, a Kentucky Mule, and warm evening walks with my wife and dog.