Sheryl Sandberg’s #BanBossy Movement Shows the Power of Social Media
Sheryl Sandberg’s Lean In movement has linked up with the Girl Scouts of America for the #banbossy campaign, which seeks to inform girls, parents, teachers, managers, troop leaders and the world at large of the harmful effect this term has on girls, and how it can dissuade young women from pursuing leadership roles.
It’s no surprise that Sheryl Sandberg, Chief Operating Officer of Facebook, has done an incredible job of saturating social media with her pro-confidence campaign—she works in this world, and has created similar success with LeanIn.org. Literally anything you click on the eponymous Ban Bossy website gives you a chance to share the infographic on Facebook, Twitter, Tumblr and Google+, and a ton of celebrities have signed on to support the campaign, including Beyonce, Jennifer Garner, and Chelsea Clinton.
We took a look at the different social strategies that are already making this campaign a success:
Celebrities and news sources are driving engagement.
Celebrities are building a ton of social media buzz for #banbossy. On Instagram, Victoria Beckham has driven the campaign’s most engaging post thus far.
On Twitter, one of the most engaging posts of the campaign has been a Retweet from the @LeanIn Twitter handle by celebrity Rita Wilson.
— Lean In (@LeanInOrg) March 9, 2014
It generated 10% of the hashtag’s total impressions for 3/9/2014.
News corporations have really picked up on and supported the campaign generating the top three impression-driving Tweets of the campaign.
What every brand can learn from this: By identifying and partnering with celebrities that fit with your campaign’s message (both Victoria Beckham and Rita Wilson have had successful careers and are perceived by the public as good, dedicated parents), your campaign can achieve much broader reach and a higher level of visibility. Obtaining traditional pick-up from major news sources also carries over into social media victory (i.e. massive retweeting).
Partnering with YouTube has been very effective.
As you can see from the chart above, YouTube sent the top tweet contributing to peak impressions so far on 3/10.
— YouTube (@YouTube) March 10, 2014
This tweet, along with Lean In’s Facebook page, links to YouTube’s #banbossy playlist featuring the likes of Beyonce, Condoleezza Rice, and Jane Lynch talking about the movement and various TED talks featuring brave young women. At this post’s time of publication, the first video on the playlist has 1,282,164 views—pretty good for a social media campaign that started just a few days ago.
What every brand can learn from this: By building a YouTube playlist around your theme, including a few videos you’ve created and a few that fit with the message you’re trying to send, you can enrich your campaign’s content and strengthen its clarity.
#banbossy is seeing great engagement on both Twitter and Instagram.
On Instagram, #banbossy has seen 1,661 posts from 1,467 unique people. This has garnered more than 180,000 engagements and 6.6 million potential impressions.
On Twitter, over 72,000 Tweets have contained the hashtag, with over 40,000 of those coming in the form of Retweets:
What every brand can learn from this: By being aware of which social media channels you’re strongest on and which you’re weakest on early in the game, you can modify your strategy to concentrate on areas of weakness or decide to abandon a social media channel that’s just not working for your particular campaign, allowing you to focus all your efforts on areas where you are seeing positive results.
And is using previously successful platforms to build newly successful ones.
Sheryl Sandberg’s Lean In has been incredibly successful on Facebook, her home turf, with 404,000 likes and a constant stream of commentary. She’s used this already-hearty platform to broadcast information about her latest venture, connecting with the Girl Scouts fan base and partners like BBDO Worldwide and Upworthy.
Haters gonna hate…
I don’t like the idea of #banbossy. People need to just stop being so damn sensitive and stop getting offended by everything
— bae (@drunk_n_single) March 12, 2014
There will always be negative feedback to a campaign, which is all the easier to to see on social media. But let’s take a look at the data. Are the haters winning, or has reception been generally positive?
Among the top retweeted tweets on 3/10, 100% of them were encouraging. And on Instagram, the posts most engaged with including #banbossy were 100% positive, as well:
Verdict: #banbossy’s strong, consistent message is winning social media, so far.
What every brand can learn from this: When you look at YouTube and Facebook comments or negative Twitter feedback, it’s pretty easy to walk away with a dismal view of your campaign (and the world). But by taking a gander at the hard data, you can get a true, wide-lens portrait of public opinion.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.