Example of a social media Strategy
If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results. – Tony Robbins
One of the questions I frequently get asked by small businesses is, “How do you know which social media channel to be on?”
With so many different options available it can be downright overwhelming for small business owners. Their kids tell them they need to be on Facebook or Twitter so they sign-up and dabble in posting. They’re not sure what they’re doing or even why they’re doing it, but they figure it’s where they’re “supposed” to be.
The social media efforts don’t impact their business’ revenue and it all results in a waste of time and resources, neither of which small business owners have much of. So, they give up and move onto something else.
But what if they took a step back and looked at how the big brands in their industry are using social media?
After all, understanding and modeling how the most successful big brands in the world use social media can offer we entrepreneurs powerful insights that we can use to strengthen and grow our own businesses.
With that, here are 3 big brand social media strategies that you can take and immediately implement into your own business for little to no budget.
Strategy #1: Find Where Your Customers Are And “Go Deep”
Pepsi does this really well. With so many brands, they couldn’t possibly be on every social media channel so they align their brand strategies with the social platform that has the most relevant audience, positioning and strategy.
For example, Diet Pepsi’s primary customers are Gen X women. So, they tend to focus their social media efforts on Pinterest. Or, with their Brisk iced tea brand, they tend to go for more of an “edgy feel” so when Instagram first came out, they focused their efforts there. They felt that the early users of Instagram aligned with the same people they were targeting as drinkers of Brisk.
They pick the most relevant platform and focus “deeply” with it versus spreading themselves thinly across multiple channels.
With what you know about your own customers or the customers you’re trying to attract, which one or two social media platforms could you focus on that aligns with your audience?
Here’s a quick reference to help:
- Facebook: tends to be an older audience but with all kinds of interests. Great for word-of-mouth promotion for your brand. Visual and videos work well.
- Twitter: great for searching and finding people talking about your industry (i.e. – customers or potential customers). It’s about the conversations going on and being part of those conversations.
- Google+: tends to be where deep conversations are happening about a very specific topic.
- Pinterest: primarily (but not all) female GenX audience. Great if your business is visual.
- Instagram: tends to be younger, ages 18-34, and more cutting edge. Also great if your business is visually based.
- Vine: create content in a 6-second video format. You can then share it on platforms like Facebook and Twitter.
Strategy #2: Create Content that People Want to Talk About
Unfortunately, many businesses only use social media to sell their products or services. It becomes their virtual soapbox, yelling out messages that they want to talk about.
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