Top brands are still figuring out that there is more to success online than simply getting people to follow you on Twitter. One of the things I love about social media is that there still is not a playbook that you can use to know everything about social media. Brands need to find unexpected and imaginative ways to get their target audiences to engage. Only the top campaigns will holistically take on a life of their own in social media.
These top brands will have very differentiated outlooks on social media. They will give their audience something unique that they can’t get elsewhere and give them a reason to share it. Brands have to understand that everybody portrays social media differently, there is no right way of doing it, but internally it all should be the same. Something as simple as the same #hashtag structure or as complex as your defined target audience for your ad buys can be detrimental to your success. If you get those things right, you can achieve amazing return on investment.
Content is without a doubt still king and the key is making your content easy to share. It is gets harder every day for brands to stand out in social media. The industry is over saturated and it can be difficult to stay focused and make certain your brand has a social media voice of it’s own. But a social media campaign with the correct mixture of creativity and relevance can create lasting engagement with audiences at a fraction of the cost of traditional marketing.