Social Media: Which Platforms Are For You?

We get asked a lot of questions from our clients, but one of the most common is “What social media platform should my business be utilizing?” This is a loaded question and our answer varies depending on the specific client. To give a broad understanding of which platform is necessary for your company, we’ve created a list of quick questions to ask yourself before adding unnecessary stress and work to your life!

7 Questions to Think About Before You Start:

  1. Are you B2B or B2C? Majority of the time, B2B services do not need to have a presence on platforms like Instagram or Pinterest. Conversely, B2C businesses will find less luck on platforms such as LinkedIn. There are exceptions, but really think about what your offerings are and how they can be displayed to users.

  2. Who is your desired audience? Each social platform hosts a variety of demographics. Understanding what type of user is active on each platform will dictate which platforms you should be using.

  3. Are you selling a visual medium? If you aren’t, then there’s a possibility that platforms like Instagram and Pinterest aren’t for you since they’re more visually focused.

  4. What type of content is your business planning on posting? The type of content you have strongly dictates which platform you should be using. If what you’re sharing is predominantly visual, consider Instagram or Pinterest. There is one caveat, all posts should include visuals because it’s just the nature of the post. If it’s something more technical, focus on LinkedIn or Facebook.

  5. What social media platforms are other businesses in the industry using and how are they using it? Find out what platforms others in your field are using to get an idea of what could work well for your own business.

  6. What do you hope to achieve by using social media? If sales are your focus, you need to think about consumer behavior and which platforms will best show your products or services or help you grow leads. If you want to amass a following, then consider what content will help users connect with your brand.

  7. Are you prepared to spend a lot of time or money? Growing your social media either takes a lot of time, money, or both. If you don’t think you’ll have the time to invest or the financial capabilities, then you might want to pass on social media or pass those responsibilities off to someone who can do the dirty work for you.

These general questions should help you gauge your target market and determine which social platforms are best suited to your industry. We’ve broken out the most common social media platforms below to give you a more in-depth look at which one is right for your business.

Instagram:

The algorithm that Instagram currently has in place shows the most relevant content to the most people. For your content to do well, it needs to be something that users want to see. If you’re unsure about whether or not this platform would work well for your business, ask yourself these questions:

  • Does your content lend itself to engaging visuals? People want to see pictures of other people, behind the scenes pictures, pets, food, etc. If you are a dentist office or a law firm, you probably don’t need Instagram. If you really want to be a part of a visual platform, then keep things fun!

  • Will you have enough content to create a good rhythm? Posting once a week isn’t going to do you any good on this platform, and it isn’t going to help you gain a healthy following. It’s important to post at least 3 times a week to really see success.

  • Do you have the time to invest in increasing your follow to follower ratio? This is important because a good strategy takes time. If you don’t think you have the time, but still think Instagram is an important means for your business, that’s where we can come in and help.

  • Will you have the time to stay engaged with your followers? Everyone on social media wants quick responses and answers. If you have a platform for your brand, but never respond to requests or questions, you’re creating a bad user experience.

Facebook:

The most recent of Facebook’s ever-changing algorithms focuses on meaningful interactions between users. Meaning that conversations are now vital to having a successful Facebook presence. Therefore, your content needs to be something that will spark interest. When thinking about building out this platform for your business, ask these questions:

  • Are you planning on solely advertising, or are you planning on building & maintaining your presence? Users don’t want to see a sales pitch every time they see something from your page. You need to include content that allows you to build out your brand - show users what your business is all about.

  • Will you be able to build relationships with users? People want to know that your company is invested in its customers. If you can take the time to interact with them and get to know their wants and needs, you’ll be much better off.

  • Do you have the time to turn leads into loyal followers? Gaining followers and turning them into loyal brand advocates is much easier said than done. You can’t just invite people to like your page and expect them to do so and promote your product/services. This takes time and a decent amount of interaction, so if this is something that you don’t think will work well, then it might be best to skip it.

  • Will you have the time to engage with users? Interacting with your followers can take a lot of time. People want to know that you’re there to answer questions or requests. If you don’t think that this is something that your business can commit to, it might be best to pass on this option or hire someone to handle engagement.

Twitter:

Twitter displays content by timeliness and relevance of the post. This way, users are able to see what is most important to them in a timely fashion. This platform is a great way to stay up-to-date with the most current news. Twitter can be a very useful platform, but ask yourself these questions to ensure this tool is right for your business:

  • Do you have enough content to tweet regularly, and potentially several times throughout the day? This is a platform that requires a lot of content to be posted multiple times throughout the day. To do well, what is posted needs to be relevant to your followers, otherwise it will get left behind in the digital black hole.

  • Will you be able to interact with users on a consistent basis? If a user reaches out in some way, it’s important to get back to them quickly. If your business is unable to do this, then you’re not creating a good user experience.

  • Do you have both visual and written content? If there’s too much copy, users might start to pass by posts.It’s good to break up content with a visual component. Gifs also tend to perform well on this platform!

  • Will you incorporate hashtags and trending topics into your content? The use of hashtags on Twitter is very important. It helps show users what’s trending and if you’re not using them correctly, then you might be getting your content to the right people.

LinkedIn:

LinkedIn bases their feed off of engagement and the strength of connections between users so that the strongest business content is showcased. This is a true business platform, so you need to make sure that what you’re sharing is of interest to others in your field.

  • Are you trying to increase your number of leads? This can be a great place to find and grow leads! However, users only want to hear from people that could lead to something promising, so you can’t just send out invites and notes to just anyone. It takes time to find the right people to reach out to.

  • Is your focus on B2B interactions? This platform is much less focused on B2C interaction, so if this is your goal then I would suggest utilizing a different social tool.

  • Is your content engaging enough for people to interact? LinkedIn hosts a group of educated individuals who are trying to discover more about their field and the people within it. The content you post needs to be interesting enough for users to want to engage.

Pinterest:

This platform is a little different than the rest in terms of its algorithm. It bases what’s shown off of previous user interaction, so what people see will almost always be based on what they have searched for previously. This platform is a bit tricky, so be sure to ask yourself the following questions before you sign up.

  • Do you have visually engaging content? Pinterest is a visual platform. To do well, you need to have dynamic and engaging images. Otherwise, users will scroll right by without a thought.

  • Would visuals help promote your products or services? If your offerings can’t really be explained in a visual manner, then chances are you don’t need to be on Pinterest.

  • Do you have time to post multiple pieces of content throughout the day? Pinterest is unlike Instagram in the sense that users expect you to post multiple pieces throughout the day. If you have minimal imagery, then this platform is probably not for you.

Social media can be a very confusing area for many business owners. If these strategies seem daunting or confusing, give Elysium Marketing Group a call! We can help you determine which platform is best and what strategies to use to make sure your company is getting the most out of its social media. We can help with a wide range of services, whether it’s a consultation or the creation of a full-fledged social media campaign and implementation. And remember - this is fun stuff! Regardless of the platform, have fun with your content!

The Art of the Burn: Incorporating Twitter into Your Social Media Marketing Strategy

Welcome to 2018 - where social media is full of fun, outrageous takes and opinions and a whole lot of trolls. Trolling on Twitter has become such an epidemic that it’s made headline news a few times over the past few years (cough cough Kevin Durant…and do I dare say Bryan Colangelo?) However, I’d argue that when brands and organizations throw shade at one another it’s beneficial to their brands and, quite honestly, the engagement of their social media profiles. Here I’ll go into a few brands that are known for their “troll-game” and why exactly this became the way it is: 

Wendy’s

Okay, so is anyone surprised that they’re first on my list? Wendy’s has been trolling other fast food companies for a while now and no other restaurant is safe…. Let’s take a look at a few examples: 

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As you can see, no other restaurants are safe – and not even their own customers can escape the wrath and playfulness of Wendy’s. Now from a strictly marketing perspective, these are the types of the tweets that go viral. Don’t believe me? That burn targeted at McDonald’s had 12k retweets and 28k likes, the average on their four previous tweets that included messaging on their own branding and promotions, was only 1,692 retweets and 11,467 likes. You may not realize exactly what these numbers imply but here’s an easy breakdown. The more a tweet is retweeted and liked, the more it shows up in other people’s timelines. This means there are more people who are seeing Wendy’s logo, messaging and therefore subconsciously begin to crave their food. Wendy’s strategy is simple, go viral and get in front of as many people as possible. In my opinion their “burn” strategy is most definitely paying off!

Burn level = 🔥🔥🔥🔥🔥 

The NBA

The NBA as a league does such an incredible job interacting with one another that I couldn’t bring myself to highlight just one team (and maybe partially because I’m a die-hard Sixers fan). But in all seriousness, NBA Twitter is the best example of an organization truly embracing what Twitter was created for: engagement & interaction. They utilize their team accounts, their players, highlights from the games and even their mascots to poke fun at other teams. The NBA season is long and now the off-season has become as integral to their social media strategies as their in-season. The individuals who run these accounts have a ton of time to push creative, unique content. All 30 NBA teams often “troll” other teams but here are a few of my favorites from recent history:

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Professional sports are a unique platform to market because not only does each team want to grow and engage their fan base, but the NBA benefits from people being engaged with teams outside of their “home team”. Therefore, when teams interact with one another they’re encouraging their fans to essentially get in on the action. The tweet above from the Raptors was not only retweeted and favorited more than their typical post, but had fans of both teams replying to the tweet “burning” each other. These rivalries lead to storylines, which leads to increased viewership on TV, ticket sales, etc. The NBA has captivated on social media and each team interacting with one another (often in burns) more than any other professional sports organization and it shows by looking at their official account. The NBA leads all other professional sports organization in followers with 27.9 MILLION! With the closest organization having 3 million less…let’s hope  they keep it up!

Burn Level = 🔥🔥🔥🔥

Hot Pockets

Hot Pockets does a phenomenal job utilizing their Twitter account to get in on breaking news, viral topics, and hashtags all while engaging their followers in a fun, “troll-y” type of way. They engage with polls, quote and retweet followers, they even poke fun at themselves and how petty their tone often is. Let’s take a look at a couple of our favorite examples:

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Hot Pocket’s strategy is to engage their current clientele, more so than it is to go viral. They have a smaller following than the previous accounts featured with 37k but every tweet they post is incredibly engaging. They talk to their fan base in the same ways in which you would communicate with a friend on social media. Here’s why this is so important – when a brand successfully makes their consumers feel important they become another asset to utilize in their marketing strategy. As Jay Baer said, “the goal of social media is to turn customers into a volunteer marketing army,” and in this regard, Hot Pocket’s has truly hit it out of the park.

Burn level = 🔥🔥🔥

We live in a society where it is almost impossible for businesses and organizations to not utilize, or even have a social media presence. It is called social media because at its core it is social and without the social aspect, it’s just noise to your consumers. So if your brand allows - make it fun! Social media cannot only impact the perception of your business but also help enhance overall growth and revenue. Don’t have the time that’s necessary for creating fun and captivating content that will continue to move your business forward? That’s what we’re here for! Contact us today for a free consultation.
 

5 Product Brands Who Are Killing It On Instagram

Social media has provided brands with the opportunity to be viewed by their consumers in a different way than ever before. They can now get in front of their customers in an approachable way to remain top of mind with every post they share. Here are some brands who are utilizing Instagram to stay relevant to their core followers while also bringing awareness to potential consumers.

 

GoPro – User Content

Everyone has seen an amazing (usually adventurous) video that has been filmed using GoPro. The tech company invented a camera that is built to be waterproof and withstand any damage that would have prohibited that thrill-seeker from capturing their journeys on film for the world to see. Due to the nature of their business, it should be no surprise that GoPro is at the top of this list.

 

What They Do: With 13 million followers on Instagram from across the world, GoPro utilizes their best asset (their customers) to sell their cameras. The GoPro Instagram feed is full of amazing pictures and videos that were taken using their cameras.  Trust us, each picture will give you that feeling of wanderlust that just might inspire you to purchase a GoPro of your own.

 

Why They’re Killing It: User-Generated content! Not only does GoPro show you the best images and videos that were captured by the product they are showcasing but they do it by highlighting pictures and videos sent to them by their best spokespeople, their users. Each day, GoPro shares either a “Video Of The Day” or “Photo Of The Day” where they share posts that were submitted to them on the platform, this not only engages their audience and consumers but also provides GoPro users with an incentive to take that next adventure (with their GoPro) and submit their own footage!

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Moleskine – Brand Aesthetic

Moleskine started by selling their classic notebooks, which are insanely popular (the Elysium team even uses them). The brand has evolved and now carries an entire line of office supplies as well as bags and accessories. The products are high-quality, affordable and even customizable – one reason why this brand has become a fan favorite.

What They Do: Moleskine might not be a company who screams as one you should follow on social media, but I highly recommend giving their Instagram a follow. Their feed is aesthetically pleasing, they highlight their products in a unique way, often by having their notebooks open to beautiful sketches. While you’re scrolling through old posts, you will never feel like you are looking at “just a notebook company’s feed.”

Why They’re Killing It: The real beauty to Moleskine’s Instagram is when you look at their feed in the grid format. Instagram breaks down their layout so you see three photos on each line of the grid. Moleskine takes advantage of this and posts 3 pictures in a row that are complimentary to one another – they’re essentially a picture within their profile which allows the brand to show an image in two different formats to their followers. Scrolling throughout a person’s daily feed they see beautiful pictures of the Moleskine products, but upon checking out the company’s profile they are also treated to a thought out, cohesive feed that showcases exactly what Moleskine is helping their consumers achieves – organization!

 

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Lush – Customer Service

Lush is a beauty and cosmetic brand, priding itself on their “homemade” products that are natural, organic and produced cruelty-free. Their products are colorful, smell amazing and are a hit across the world, so much so that they have gathered a group of followers who have become some of the greatest spokespersons for the brand itself.

What They Do: Lush creates fun products so it is only fitting that their feed is full of beautiful, colorful posts that highlight exactly what their products are made for -  fun. The majority of their feed is focused on their bath bombs, which is their #1 top seller allowing Lush to showcase bright photos and videos of their fun bath bombs. For example, they show a video of their rocket bath bomb dissolving in a tub – SO COOL and makes you want to order 1 (or ten) as you’re scrolling through your feed.

Why They’re Killing It: The true reason Lush made this list of a brand who absolutely thrives on Instagram is because of their comment section (weird, I know) but Lush has a team who replies to every relevant comment on their posts on the platform. This is a huge part of Lush maintaining their insanely loyal customers. Here’s an example: @healthybalancedblonde commented on a post and said “What is this one??? I needed!!!!” Now typically, larger brands would ignore a comment like this or maybe “like” it so the customer felt important but not Lush. Rather, Lush responded that same day tagging the previously noted customer – “This is our ever-gorgeous Tisty Tosty bath bomb, Morgan! – Meghan” Now, not only does this customer feel like they are getting to know the brand they buy from by the employee adding her name to the comment, but also, she took the time to click on the customer’s page and learn her real name. This personalized touch goes a long way and has helped Lush grow to having 3.9 million followers. 

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Halo Top – Exciting, Fun Content

Okay, so who doesn’t love ice cream?! Halo Top Creamery is gaining popularity for being the world’s first all-natural light ice cream, and due to that, supermarkets can’t stock the freezer aisles with these pints quickly enough. Each pint is under 350 calories for the ENTIRE pint and thus ice cream lovers and health-enthusiasts alike are championing this brand.

 

What They Do: Halo Top highlights their product in fun, innovative ways that excite their followers. Let’s be honest, they’re working with one of the yummiest products that automatically provides their consumers with joy. However, the brand consistently highlights their products in new enthusing ways by often incorporating the “ingredients” for the flavors of ice cream. Their captions are also fun, uplifting, and often full of puns which truly fits with the tone of this brand.

 

Why They’re Killing It: Halo Top just gets it, their posts are fun on-brand and they always make me want to go out and buy a new flavor of their product line. They are also masters of new product launches. Here’s what they did before they launched 7 new flavors this month. Each day for a week, the brand posted a picture of an object indicative to the flavor of ice cream that corresponded with a number. For example, on day 6 they posted a 6 made of cinnamon rolls to introduce their new Cinnamon Roll ice cream. Then, on day 7 they posted all 7 new flavors in one group shot. 

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Shinola – Personal Experience

Shinola is a USA made leather company from Detroit who got their start only 5 years ago by selling watches with a goal of bringing American jobs back to the city. Since their start, the brand has escalated into selling high-end leather goods, jewelry and accessories.

What They Do: Shinola shows off their high-end products in a way that truly makes you want to purchase from the company. They utilize the “Link in Bio” feature so followers can easily link out of the app and go straight to the product they’re eye-ing up and make that purchase immediately. This is currently the best user-experience an e-commerce company can provide to their customers on Instagram, and Shinola is executing this perfectly.

Why They’re Killing It: The story behind Shinola is an important piece of the company’s identity and therefore is an important piece of their presence on Instagram. Shinola highlights their team members on Instagram to give followers that personal connection that further allows them to feel as if they know the brand they are buying from. To further expand on showing their identity, Shinola uses #RollUpOurSleeves – throughout their feed you will see this hashtag shared with different pictures and videos. These posts highlight Shinola team members who have gone above and beyond the brand’s mission and brought positive change to the communities in which the members work and live. These feel good, inspirational stories are posted just enough to provide you with that warm and fuzzy feeling but not too often to make it feel overdone.  It shows their consumers that they practice what they preach and truly care about the places where they are building factories to help bring jobs to different cities across the country. 

 

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5 Reasons You Should Unlink Your Personal & Professional Social Media Accounts

As Elysium Marketing Group began managing some of our clients’ social media, we noticed that some of the profiles were not aesthetically or topically on-brand. The deeper we dug, the more we saw the companies’ leaders’ personal interests, political preferences, and sense of humor peeking through their accounts.

While many brands are built by strong leaders with equally strong points of view, the bottom line is that the founder(s) and the company(s) are two separate entities.

Below are five reasons why you should separate your social accounts from your business accounts.

1.     Relevance – One of the most important things to keep in mind when planning your upcoming social media strategy is to ensure you’re giving your followers what they’re looking for.  

If you’re a national jewelry company, most likely your followers are following because (a). they like jewelry, (b). they like your jewelry, and/or (c). they like the fashion/accessory industry. If you personally like baseball as well as jewelry, it doesn’t mean your followers/customers do too. The bottom line is if you start to post too many irrelevant posts that aren’t related to your industry, your followers are likely to unfollow your account, leaving you with fewer people to engage with and market to.

2.     Sensitive Topics – Politics are a BIG deal in 2016. Many people have very intense feelings about the candidates, the political parties, and the direction of the United States. While opinions on these topics are plentiful, it’s best to keep them separate from your business or your clients. You don’t want to alienate followers/customers/clients who may have differing views.

3.     Sensitive Topics Part II – Politics isn’t the only topic that can divide people. Posting about religion or race is also content that could cause some followers to feel uneasy, plus normally it would not relate to your brand’s business goals.

4.     Old Content - We’ve seen people who start a social media account as a personal account, then decide to change the page to a business account. The problem with this is when a follower decides to take a more in-depth look at the company, they could start to see personal photos or irrelevant photos that are separate from the objectives of your business.

5.     Security – Most business owners don’t have time to manage their business’ social media profiles. Whether an in-house employee or outsourced social media expert begins to manage the accounts, you don’t want to give your personal passwords out to anyone. It’s better to keep your personal passwords private, but share your business passwords with the professionals or team.

What we’re definitely not saying is you can’t have fun on social media. If your brand lends itself to it, have SO much fun. Post fun memes and awesome gifs, but please keep it business related. As the wise Michael Corleone from The Godfather says, “It’s not personal, Sonny. It’s strictly business.”  Social media wasn’t around when this movie came out, but we’re pretty sure he’d agree with us that this saying would apply to your social media accounts as well.  

3 Ways to Capitalize on Holidays in Your Marketing Plan

For consumers, holidays are an enjoyable time to celebrate special events and get together with friends and family. For companies, it is a great opportunity, to not only celebrate these holidays, but also to engage with your customers. Here are three ways maximize your marketing during holidays, especially with Memorial Day quickly approaching: 

1. Sale  - Instead of running a random sale at a random time, give your customers a reason to connect your sale to a holiday, especially if the holiday draws a natural connection to your product or service.

Here’s an example of a Mother’s Day sale we ran for a beauty client. Since most women love beauty products, it makes sense that Me & the Girls would run a sale encouraging consumers to pamper Mom with their products. 

2. Email – While sending too much email is a definite no-no, sending an on-brand email wishing someone a happy birthday or happy holidays is always a great way to keep your brand top-of-mind, and use the “halo effect” that occurs when people associate your brand with the positive feelings they have towards that holiday.

Here’s an example of a Thanksgiving email that Elysium Marketing Group sent to its clients and contacts. Simple and easy, but still showing that we care and we’re thankful for our friends and clients during this celebratory time.

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3. Social Media – The easiest way to celebrate the holidays with your clients/fans/patients, etc. is to post on your company pages on social media. The general rules of social media still apply here:

·      Make sure your post is on-brand (that it matches your brand identity)

·      When possible, include your logo and URL to ensure the creative ladders back to your brand

·      Hashtag the holiday (#HappyValentinesDay, #Happy4ofJuly, etc) especially on  Twitter & Instagram

·      Share the company post on your personal page to increase the reach and engagement

·      Use specific sizes for specific sites. Here are the correct sizes for social media from Hubspot.  

Here’s an example of a Happy Labor Day post we did for Eventions Productions. Since Eventions does high-end event lighting, we incorporated a spotlight and showcased our message in the light. Their brand colors are black and blue, so we made sure to adhere to that. And we included their URL in case someone wanted to check them out there. 

Memorial Day is a few days away, so now is the perfect time to design some holiday creative and try these tips out!  

And HAPPY MEMORIAL DAY from Elysium Marketing Group! 

5 Ways to Grow Your Social Media User-Base (Without Begging)

The Elysium Marketing Group social media interns created a satirical video making fun of ‘The Plight of a Social Media Intern.’ Like most humorous videos and articles, it’s funny because there’s a hint of truth behind it. Sometimes as social media account managers, it feels as if the only way to grow the page’s user base and engage its fans is to ask (or beg) everyone you know (or don’t know) to interact with the page. 

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Ritz-Carlton: Integrating Customer Service On and Offline

Full disclosure- this blog is not about an experience that happened to me. But it’s so remarkable, that I asked my friend if I could blog about it. (She said yes.)

My friend Lisa was recently at a wedding at the Ritz-Carlton in Naples, FL. As you’d expect, she received the full-on pampered treatment: Fresh cucumber towels handed to her right at the end of her workout, perfect comfy beach chairs with umbrellas on the beach and yummy drinks with fruit hanging off the sides, etc etc.

As most people do, Lisa decided to post on Facebook about the amazing weather in Florida, her experience at the Ritz - Carlton, and her general satisfaction about her mini-vacation. She also “liked” The Ritz – Carlton Resorts of Naples Page on Facebook so she could tag her location.

At 6:23pm, she posted, “Room w/ a view & just chillaxin before the big wedding!!” with some cute palm tree, drink, and happy face emoticons to illustrate her mood. At 6:47pm (not even a half hour later), the Ritz-Carlton Resorts of Naples, responded by writing this on Lisa’s page “Dear Lisa - Welcome to The Ritz-Carlton Resorts of Naples! We are delighted you are enjoying yourself and we are also looking forward to celebrating this special occasion. Please let us know if there is anything we can do to make your stay even more enjoyable.”

Now, you may think ok that’s not so remarkable; they have a social media manager who responds when people tag them. To that, I’d say two things. 1. They did what all service brands know they should be doing, but most are not. And 2. Just wait, it gets even better.

In their response, the Ritz – Carlton Resorts of Naples did a couple of things well. They called Lisa by name to make the response feel more personal. They also acknowledged she was there for a wedding to once again make it personal. And finally they asked if there was anything else they could be doing. The Ritz - Carlton is known for customer service, so this reinforces one of their main value propositions.

When I was trolling Facebook that day, I thought: very smart Ritz – Carlton! Not only did you make Lisa feel even better than she already did by sitting on that beach, but you also showed all of Lisa’s friends how you service your patrons. (AND I might add, made all of Lisa’s Facebook friends insanely jealous).

The story could end here, and nice job Ritz – Carlton, everyone’s happy. But the next day, Lisa returned to her room after sitting on the beach for a few hours and enjoying their amenities to find two huge chocolate chip cookies, two bottles of water, and a note from the Ritz’s Communications Coordinator, saying “Thank you for following us on Facebook! Your photos of the resort are fantastic! We hope you enjoy the remainder of your stay.”

Immediately, Lisa posted a picture of the card and cookies on Facebook and raved that the Ritz - Carlton is the best. Everybody won in this scenario. Lisa won because she was being treated like a princess (who doesn’t love chocolate chip cookies?!?), she was at a fabulous resort enjoying the sun and spending time with her friends for a happy occasion, she received an unexpected gift, and overall life was good.

The Ritz –Carlton won because all of Lisa’s friends commented on her post about how wonderful it was that Lisa received the note and cookies, so it was - in essence -free positive publicity for the resort. Plus, the Ritz - Carlton got to once again reinforce their superior customer service by integrating on and offline experiences. And let’s call it what it is, I am now blogging about this because from a social media and marketing perspective, it was so well-done. So Kudos to the Ritz – Carlton for going above and beyond and executing their level of expertise in another dimension.

Other companies who are not known for this excellent customer service should still take note of this story for a couple of good learnings:

1.     If you’re not known for great customer service, this is an example of one way to start to improve that. Attention to details is important, but staffing a social media person to make these experiences happen is crucial.

2.     Listening to your customers is key. Lisa was extremely satisfied, so this was an easy one for the Ritz – Carlton to take advantage of, but if she was complaining, you better believe that the Ritz would have done something on and offline to try to rectify the situation as soon as possible.

3.     All of your marketing should be integrated and work to enhance the customer experience.

Your Simple Social Media Guide for Business

1.     You should buy a vowel. A good checklist before you post is to run through the vowels -  Authority, Entertaining, Informative, Out of the Ordinary or Useful?

Authority –If you’re posting for your business, you should keep in mind that your posts are a reflection of your brand. To be seen as the authority in your industry, your posts should be used to demonstrate your leadership and knowledge, set you apart from your competitors, and show your unique selling propositions.  

Entertaining - People like to laugh, so using an entertaining post is always a good choice. If it’s a video that could double on America’s Home Video and is relatable to your business, (the boss is in it, your product is in it, etc) it will most likely be a successful post with people sharing it with their own connections.

Informative - If the post includes information that will make someone’s life easier, then it’s probably a good post. This includes traffic – (don’t take 76 because there are 36 accidents between Conshohocken & 676), weather (take an umbrella because it’s going to be wet one), and other breaking news (OMG –  Joan Rivers died.)

The best way to post this information is as soon as you know it, so you are first to market and not the 7,000th person to say the same thing. Once again the posts should relate to your business. If you are a venue or sponsor hosting an event, traffic news may be very helpful to your readers.

Out of the Ordinary – People like to see the unexpected. If there’s a picture of a bulldog “driving” your company tractor or a bus on fire on the highway while you’re driving to a conference, people will be intrigued to learn more about what’s going on.  

Useful – If the post explains how to do something related to your business (build a shed if you are a tool or wood company, put on smoky eye makeup if you are a makeup, wedding, or brush company, etc) then people find it helpful and are more likely to share or like the post.

 

2.     Does the post have a good image accompanying it?

People LOVE to see other people. Facial expressions make us feel something: happy, sad, mad, glad….all the “ad” words. Instead of showing a picture of an inanimate product, show people using and enjoying that product. If you are a service, it’s even more important to use people in your posts, so it humanizes your services and your brand.  If you show an inanimate product or place, make sure the quality is good and what’s being shown is clear and understandable.

Other things people love to see are adorable babies, cute animals, and celebrities. If you have a picture of Beyonce holding a chubby baby in one hand and a cute bunny in the other, it’s a winner! And if your CEO is posing next to Ms. B with his or her arm around her, it’s a REAL winner.

Posts with pictures have a substantially higher share rate than posts without. Images should be high quality and show your product and colleagues in a good and professional light.

 

3.     Does the post exude exclusivity?

People love to see behind-the-scenes. Anything that the general public cannot normally see would be a good item to post (unless you have rules or obligations under confidentiality agreements, etc). If you have a pic showing beautiful food being prepped by the chef, speakers being mic-ed, or a special packaging being used on a product, post it and explain what’s going on and why it’s important to your brand. Readers want to be the first to know, the first to share, and the first to see the inner-workings behind products, events, or occasions.  

 

4.     Is the post on-brand?

This is an important thing to keep in mind. Even if the post is humorous, exclusive, or informative, if it’s off-brand, it’s not a good post for your company. Brand Guidelines should dictate what the general brand tone, messaging and identity are, so they are a good place to start when considering if a post is on-brand or not.

Keep in mind what you want your company to be known for, what you want your business goals to be, and how your company is different from the rest. How can your posting ultimately drive traffic to your business? If you’re ecommerce, your beautiful pictures of your products should drive people online to purchase those products. If you’re B2B, your posts should show that you are the expert in that field.

A lot of this is common sense, but sometimes it’s easy to reactively post on Social Media, or scramble for content without actually taking time to ensure that you are posting for a good reason, eventually leading back to sales for your company.

Elysium Marketing Group can help you create the perfect social media strategy, minus the stress! Explore some of our work here.