As digital strategists, we often receive questions about how to keep up with the constant pace of social media. Here’s what Eloise Zoppos has to say.
An interesting aspect of social media is that even though it’s constantly changing – new platforms, new games, new information, new stories, new people to interact with – there are some things that always remain constant. Great content is key, community is important, and cutting edge products and services make all the difference.
Now that social media has made it easier for customers and fans to get in touch with brands, we are seeing so many brands coming out with amazing online content. Here are some of my favourite examples of brands using social media to tell their stories and connect with people online. Hopefully they will inspire you!
Youtube – MAC Cosmetics
MAC Cosmetics like to give their fans an intimate look into the MAC world. Their videos give a sneak peek at what goes on backstage at fashion week, behind the scenes of photoshoots, and they even get their best makeup artists to share advice on how to apply their products.
Instagram – Adidas Originals
Adidas Originals use instagram to showcase new merch and share images of musicians and artists wearing Adidas stuff. Some of their images are truly stunning, but I especially like that a lot of their instagrams also show off the creative ways that Adidas fans style their gear. It gives the brand a more casual, street fashion status.
Facebook – Starbucks Australia
Starbucks Australia use Facebook to tell compelling stories of their staff and workplace. I might not usually think of a takeaway coffee in a styrofoam cup, as anything special. But this transforms the product into something with a real human-touch.
Integrated campaigns and product launches – 3M Glass
One of the things about social media that continues to amaze me, is that it can be used anywhere, and at any time. 3m Glass is a brand that figured out how to take advantage of this in a clever way. They placed a stack of cash in between two panes of 3M glass at a bus stop and invited people to break the glass with their feet . Besides proving that their product actually works, they also got a tonne of social media attention for their hilarious campaign. This sheds light on the importance of integrated campaigns, because while we are all on social media, we are also wandering around out there in the world!
As you can see, your brand doesn’t need to be constantly trying to stay on top of new online trends, tweaking new widgets or developing new apps, in order to stand out online. When it comes to brands and social media, it’s all about developing great content that people can relate to and get involved in. Are there any brands that you like to keep your eye on in the social media space?
This is the first in a blog-series on dealing with online change. We’ll be asking more of our strategists about their thoughts on the subject, but we’d love to know what you have to say about it!
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