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MKTG: The Secret of Social Media Success…

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When people ask me what I do for work, I tell them I manage social media. I typically get one of three answers.

  • First answer, (from people who know nothing about the business of social media) “Oh that must be fun, so are you like just on Facebook all day??”
  • Second Answer, (from people who know that businesses need to use social media) “So you’re in marketing.”
  • Third Answer, (from people who know the importance that social media has on business) “Wow! That’s a big job. How do you do it??”

When asked to describe my job description, my answer is always: “My role is part public relations, part guest services, part marketing, part news reporter, part project manager, part photographer, part employee relations, and two parts creative direction.” (It’s a mouthful.)

Social media management plays a hybrid role in most organizations. Through social media brands can actively engage with customers, employees, and media alike. The act of achieving success on social media is the result of building trust with your online community. Fans choose who they follow. Just because you have an Instagram account, or a facebook page doesn’t mean anyone “has to follow you.” Today, audiences are looking to engage with the brands they believe.

How can you make your brand more “engaging?” Well, you can start here:

  • Post content that is relevant to your brand! For example, if you’re in the business of selling fitness classes it’s probably not a great idea to post about wine. Your online community is looking to connect with you, your product, your team, not a glass of wine.
  • Share the experience: The beauty of social media is that you can use social media to share the “real” experience. If it’s puking snow, the fans of Sunshine Village want to know that. If they missed a pow day, they want to see photos and video of epic face shots. Social media allows you to give your audience a virtual experience.
  • Share who you as a brand are, tell the stories of the people who bring you to life. (If you have a team member who makes everyone smile, give him props on social media. If he brings a smile to work each day, chances are he’s already brought smiles to customers days.)
  • Forget the hardcore push sales message, adopt the pull sales strategy: If you post wicked content, people will take notice. Be true to who your brand is. I’m not saying you can’t advertise on social media, I’m just advising you to adjust your strategy. Instead of making every post about advertising, make every 7th post an advertisement.
  •  Be Real! All brands have a brand personality. If you want your audience to engage with you strengthen your brand personality. Be authentic. Have a sense of humour.
  •  Get a REAL Camera: You’re cell phone is cool and all, but to create real content invest in real gear.
  • Trust Your Fans! When you engage with your fans, you build relationships. If a fan is being annoying, give him some attention. He will likely become your biggest supporter. (He will also have your back!)
  •  Be consistent: Social media is all about consistency. People don’t want to see the same old, over and over. So post, daily.
  • Adopt the Motto: “No Question Left Unanswered.” Customers have questions, and concerns. Customers don’t want to call a help line that will result in them being put on hold for hours. Lots of customers are starting to send messages to brand pages; these messages are often sales leads or sales recover. Be polite, answer all messages.
  • Experiment: You never know what will work and what won’t work unless you try. Have fun.


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