Purpose-Driven Campaigns: How Social Media Managers Can Make a Difference in More Ways Than One

Dove, Twitter, and the #SpeakBeautiful Social Media Campaign

Did you know…?

  • In 2014, women posted 5 million negative Tweets about beauty and body image.
  • 82% of women feel the beauty standards set by social media are unrealistic.
  • 8 out of 10 women encounter negative comments on social media that critique women’s looks.
  • 4 of out every 5 negative Tweets about beauty and body image are written by women critiquing themselves.

These statistics were discovered in a 2014 study conducted by Dove.

To help spark change, Dove wanted to empower women to speak with more confidence, optimism, and kindness about beauty online, so the company partnered with Twitter to launch the #SpeakBeautiful campaign.

Here’s how the campaign worked—Dove and Twitter posted a video that aired during the 2015 Academy Awards pre-show to promote the campaign. Then, Twitter technology found negative Tweets about beauty and body image posted during the show, and the Dove account replied to those Tweets in real-time, suggesting that people think more positively about what they are saying.

Dove explained:

When a negative Tweet was posted, the technology was used by Dove to send non-automated responses to real women, which included constructive and accessible advice to encourage more positive online language and habits. Advice came directly from social media and self-esteem experts who collaborated with Dove and Twitter to empower women to speak with more confidence, optimism, and kindness about beauty online.

The results of the campaign were amazing:

  • Dove connected with women on a personal level and engaged 1:1 with over 3,000 negative Tweets.
  • The number of negative Tweets about beauty and body image posted by women decreased from 5.3 million in 2014 to 3.4 million in 2015.
  • From the 2014 to 2015 Academy Awards show, women posted 30% fewer negative Tweets and 69% more positive Tweets about themselves.

As social media marketing managers, what can we learn from Dove and the #SpeakBeautiful campaign?

When it comes to social interactions, a brand can have a high barrier to activation or a low barrier to activation.

What does this mean?

When you are talking with your friends, are you more interested in discussing the newest Apple iPhone or a bar of Dove soap?

Dove has a very high barrier to activation because—let’s face it—soap isn’t that exciting, so it can be difficult for the brand to have consumers engage with, and talk about, its products. On the other hand, Apple has a very low barrier to activation because consumers are constantly talking about Apple products.

But Dove figured out how to overcome this challenge.

Rather than focusing on how to advertise soap, Dove decided to create purpose-driven campaigns. For over a decade, Dove has been committed to making beauty a source of confidence, rather than anxiety. From the Real Beauty campaign in 2004, to the #SpeakBeautiful campaign in 2015, Dove has simultaneously been able to help empower women with more confidence and transform the way women view themselves while also generating a great deal of awareness for the company.

For example, the #SpeakBeautiful campaign drove affinity for Dove, with brand sentiment increasing 17%. Over the course of a year, women used #SpeakBeautiful more than 168,000 times and drove 800 million social media impressions.

As social media marketing managers, we may not get the opportunity to enact social change every day. However, when we look at campaigns like #SpeakBeautiful, it’s amazing to know that we have the power to create purpose-driven campaigns that not only help raise awareness for the brands we work for, but also truly make a difference in the world.

9 Things All Online Community Managers Have Experienced https://goo.gl/E7WQnP

  1. When you thought you had a dream internship and then you boss says “By the way, we have a Facebook page…”

2. When someone send a message to your page and you don’t want to lose the “very responsive to messages” badge

3. Meanwhile on Twitter

4. When no one, not even your colleagues, liked your post

5. When your boss wonder why you struggle every week to find new post ideas about cement mixers

6. Meanwhile on Instagram

7. When you invite your friends to like your page but it doesn’t work that well

8. When you download Facebook analytics and try to understand them

9. Meanwhile on Linkedin

Top 5 Video Editing Tools for Novice Video Marketers

Professional Development Series

Innovative Marketing Resources:

If you want to post your own video content for your personal business, start a vlog, or learn about the innovative user-friendly video editing tools, here are a few great resources to start with.

  • Nutshell

Nutshell is a very interesting automated video editor that is a free app for the iPhone, iPad, and Mac computers. The steps for creating short teaser videos are to 1) snap 3 photos, 2) select animated text options 3) add graphics to embellish each photo, and then woohlah! Your content is ready to share and send on your social media platforms.

  • iMovie- Apple

This tool is only helpful if you have a Mac computer, but is great for beginners that are just learning the video editing basics. iMovie has a mobile app where projects and editing tools are at your fingertips. iMovie also uses AirDrop to seamlessly integrate any video content from Apple products such as your iPhone or iPad, onto your Mac computer. iMovie also integrates with iTunes and Garage Band so that you can use any music or audio sound effect in your video content. While iMovie provides an integrative approach, it still lacks in certain design capabilities such as having professional looking video themes, texts, and captions. If you want to delve into more technical editing tools that go into graphic design and animations, Final Cut Pro X for Apple is another great resource for Apple products.

  • Lumen 5

Lumen 5 is an automated editing tool that uses AI technology to summarize blog post content by inserting relevant photos, videos, and music. This tool provides a great opportunity to turn traditional blog posts into fresh and innovative content. There is a basic version of the tool that is free, and other versions at different pricing scales that offer various additional features.

  • Filmora from Wondershare

If you are looking for high-quality professional level editing software, look no further. Filmora is free editing software that offers FilmoraGo (mobile editing) and Filmora Scrn (screen recording and editing). Filmora has many audio, motion, transition, and caption tools to vamp your video content. There are even gif support and boilerplate editing features. Filmora offers a beginners editing mode called “easy mode” that allows users to use a basic version of their editing capabilities.

  • Magisto

This automated editing tool is compatible with iPad, iPhone, iPod Touch, Android, and Windows. Magisto has very simple steps where you 1) select photos and videos from your personal video clips and camera roll, 2) select an editing style, 3) select a soundtrack from Magisto’s library of licensed audio, 4) add editing touches, 5) any remaining editing will be automated through Magisto software. Magisto allows you to create interesting and professional level content in a matter of minutes. Magisto offers free software for basic editing capabilities.

Q&A with Andrew Hickey: Ten Top Tips on Linkedin Marketing

Professional Development Series

Interview Spotlight:

Andrew Hickey: Director of Marketing Communication – Willamette University MBA

  1. What’s the main difference between using LinkedIn over other social media platforms? What are the benefits of using LinkedIn over other social media platforms?

There are several differences between LinkedIn and other platforms, but there are two that I find most important. First is tone. As an individual or brand, your audience on LinkedIn might be the same people you reach through other social channels, but they expect a more professional, informative tone. People use other social platforms for a wide variety of reasons – to stay in touch with family/friends; to keep up with the news; to argue about politics. So, it’s hard to tell what mindset they are in when on the platform. But people using LinkedIn are all basically in the same mindset – to work on or otherwise develop their career or professional life. Speak to them knowing that’s their mindset. The second big difference is the pace of LinkedIn. People aren’t on LinkedIn all the time. How do we know this? Because it’s information that LinkedIn guards closely. They don’t really release daily active user numbers. So, you’d have to assume it’s because those numbers aren’t really that impressive. Pew Research did a survey a few years ago about frequency of social media site use and LinkedIn came in dead last in every way imaginable. So, you don’t have to post frantically on LinkedIn like you might on Twitter or Facebook, where content gets stale a lot quicker. The need for quality over quantity is especially pronounced on LinkedIn.

One of the benefits of using LinkedIn is that it’s relatively quiet compared with other platforms. Most brands still largely ignore LinkedIn, so it’s still kind of a green field of opportunity. It’s also a relatively drama-free environment where conversation mostly remains civil. That’s becoming harder to find across platforms.

2. What are some of the features that are unique to LinkedIn or are of interest to you?

The ability to find people on LinkedIn is powerful. Whether you’re an individual looking for a job or a company marketing a product or service, LinkedIn allows you to search and target their user base with helpful precision. LinkedIn also has a lot of valuable economic data they collect and can seemingly analyze quicker than typical sources like government agencies. They produce some valuable reports that show economic trends based on user data.

3. How would you want to brand yourself or a company page?

This will vary wildly depending on who you are; what your goals are; and what resources you have available. But there’s one thing I think holds true no matter your situation: Be authentic. Don’t push your personal or organization brand into a shape or form that isn’t consistent with who you are.

4. How do you create leads with the LinkedIn company page?

You could spend some money on advertising. LinkedIn, relative to other social platforms, is expensive when it comes to advertising. But if you know your audience and understand what your performance metrics need to be to achieve positive ROI, it can be super effective to advertise via your company page. Otherwise, you could try to generate leads organically. Be active on LinkedIn via your company page – post regularly and answer questions or acknowledge comments. Engage with your audience as authentically as possible. You can use SEO tactics to increase the visibility of your company page. And you can create “showcase pages” that highlight certain aspects of your product or service. There are ways you can position the messaging on your company page to facilitate lead generation, as well.

5. If your target audience consists of both prospective employees and prospective customers; how would you want to portray the company page for these dual audiences?

True, company pages on LinkedIn can speak to several audiences. The same general set of tactics you would apply to transform your company page to a lead generation machine apply here, as well. Tweak your messaging and any applicable calls to action to play to your audience. For example, if you are a consultant or small business owner looking for clients, pitch your value up front on your company page.

6. What are the challenges in posting content on LinkedIn versus other social media platforms?

LinkedIn’s algorithm for determining what shows up in an individual’s feed is very much still a wildcard. All social platforms guard their algorithm, but LinkedIn’s seems like they’re still not sure what’s in their own black box. Engagement seems to be a big factor – the more engagement your posts get, the more visible they will be. But that’s not been a consistent outcome in my experience. I have a good-sized following on LinkedIn – nearly 90k people – and I do a lot of experimentation with posting at different times of day or week. I look at past posts that got a lot of engagement and try to post similar content. But there doesn’t appear to be any rhyme or reason to what works and what doesn’t. Also, LinkedIn doesn’t let you edit posts on company pages after you post them. That is wildly annoying.

7. What are some of the metrics that you think are important for posts on LinkedIn either on your personal account or on a company page?

Engagement. How much of your available audience are you reaching and how many of them are liking/commenting/sharing your stuff. If I had to pick one form of engagement I think is most valuable, I would say sharing content. That is when you have the best chance of organically growing your network. A share is, in some ways, the highest indicator that someone likes your content. They are willing to put their name or their brand behind an idea or thought you had. Comments are great too because they offer an opportunity to have a discussion. And that helps to keep your existing network warm.

8. Where would you rate LinkedIn in terms of transparency of insights information when compared to other platforms for a company page?

LinkedIn gives a good amount of data to company page owners about their audience and how content is performing. You can learn about visitors to your company page; engagement with the content you post; and about your existing group of followers. My only issue with LinkedIn company page data is that the data can sometimes be inconsistent. For example, I posted something from a company page the other day and it got a few likes. But none of those are showing up in the Company Page analytics dashboard. I think they have some work to do, but the data is helpful.

9. What are some changes that you look forward to on LinkedIn?

Supposedly LinkedIn Groups are undergoing a bit of a revival and refresh. I’m looking forward to that. Groups on LinkedIn can be a good way to really interested people around distinct topics and generate organic discussion. LinkedIn just got into supporting video content directly in the feed. I’m not a fan of how most people are using that new functionality, but I think it will get better as people figure out what works and what doesn’t with video. So much of it right now seems poorly planned, poorly executed, or some combination of the two.

10. What are some tips on posting social media content on any platform?

Find your voice. It’s not easy. I don’t have any magical tricks for finding your voice. But establishing a unique and authentic tone for yourself or a brand is key to connecting with the different audience on social media. It doesn’t matter what the medium is (written, audio, video, infographic) if you make that connection.

Other Posts Within the Professional Development Series:

The Future of Paid Social Media Marketing: Kinda Creepy, but also Smart

 

The Future of Paid Social Media Marketing: Kinda Creepy, but Also Smart

Professional Development Series

Interview Spotlight:

Nick Footer: Founder and CEO of Intuitive Digital 

We had the pleasure of interviewing Willamette MBA alumni Nick Footer about the continuously emerging market of paid social media advertising, how he got to where he is and where he thinks it’s going.

Tell us about your previous work experience and how you got to where you are at today.

So, way back in the day – by this I mean 2006 – when I was in college, Facebook was the new shiny object. I just geeked out on it; I thought it was the coolest thing since sliced bread. Along with a few other networks you might have heard about, like Myspace, I spent as much time trying to figure out and learn how a business could use these networks to get in front of consumers. Obviously, during that time the networks weren’t designed or optimized for this, but I still did a bunch of my undergrad work on social media, then went to agencies and did everything I could there.

Advertising really started on a lot of the channels like Facebook when they realized they’d need to make money to go public. They started focusing on ad capabilities and all of it was terrible. FB ripped off the same model forum sites had been using, just a bunch of banner ads down the side. The entire strategy was: get a bunch of eyeballs and people will pay. Paid advertising was pretty shitty when it started. It’s gotten better, but in large part, all they’ve done is a better job of hiding the fact you’re looking at an ad, coupled with better targeting. Actually, Facebook has bought a bunch of different companies just to feed in consumer data to improve targeting accuracy. It’s kinda creepy, but also smart.

Like IBM did by buying insurance companies to feed the health records data to Watson? Yes, exactly like that.

What’s changed from an agency perspective?

Five or six years ago, I wouldn’t recommend paid social to any of our clients. But I was also working with small businesses with small budgets so there were better places to spend their marketing dollars. Today I recommend paid social to almost all our clients. It still has problems, but with the additional targeting capabilities, you can get a good return on investment.

When would you not use paid social?

Facebook sometimes isn’t the best for super B2B. LinkedIn has gotten better but you need a large target audience both geographically and in volume to eventually get to the right people.

What challenges do you face in posting quality content within your field?

The biggest challenge is what used to work 6 months ago doesn’t work today and what’s working today won’t work in 6 months. The industry is evolving faster than it ever has and I think this will continue for at least the next couple of years.

Can you give us an example of this?

Sure, let’s stick with Facebook as an example. Content posts where you’re just sharing linked content with a blurb to drive web traffic specifically is dying.

What’s working now is content that’s literally engaging with or trying to get responses with your audience. So actual comments back and forth. This increases its edge rank and helps it show up organically in people’s feeds.

Does that work when you’re asking consumers to engage with a brand?

 It’s definitely more difficult as a brand. We’ve seen some success with letting people know who the social team behind the brand are. It’s not faceless IBM, it’s these three people managing IBM’s Facebook account.

Other than the obvious mechanic differences, what other important ways do you think paid social differ from organic?

The difference for us is that is that we do all our testing organically. Once we find the most engaging content, that’s the stuff we then use in our paid campaigns. This has a lower cost for our clients because we’re cherry picking the best.

Also, you always need to think about who you’re targeting. Targeting your potential customers is what paid content is for. With organic, you’re targeting people who’ve already liked your page.

Let’s talk about the difference in B2B and B2C.

In B2C providing specific offers, usually, a discount code or coupon continues to work well. We have an online pet store that’s just murdered it on Facebook. In large part, it’s because they’re offering 10% discounts to people who’ve liked their page.

B2B isn’t rocket science either. It’s normally trying to provide thought leadership and content. We’ve done a lot of white papers and also had great success with getting people signed up for video drip campaigns. You’ve got to make it easy to engage with the content. We make sure we have a really low risk for signing up; all that’s required is an email and these are short videos, 90 seconds and you’re out. We’re also doing Youtube and other remarketing based on them.

 What do you think is coming with paid social?

For me, I hate interruption marketing, but that’s still really the only way that we’ve been able to do it. I see a continuation of that through in-stream video, specifically geotargeted and very specific to content. So, if someone snaps a video and says, “I’m outside of this club!”, people who open that up will get a specific ad from that club. It’s going to get creepier in terms of AI knowing what we’re saying, where we are and who’s viewing it through crawling the voice content or the image. To me that’s really going to get pushed is our line of privacy.

Obviously, there are also other smaller platforms. If you have a specific demographic or psychographic which aligns, these can be really effective. There’s probably going to be more of those as Facebook trends down. This opens up some places in the future.

What’s your favorite thing about social media marketing?

What I love most about social media is the ability to communicate directly with your end consumer. Prior to social, you had to pay hundreds of thousands (if not more) to have the type of communication you can now have organically through the internet.

If you liked Nick’s Q&A Interview Check Out Other Posts in the Series: 

Q&A with Andrew Hickey: Ten Top Tips on Linkedin Marketing

10 Best social media campaigns

  1. Burger King – Big come back 

After 15 years of absence in France, Burger King made a very noteworthy comeback. They made a Facebook post with a comment saying they would open a restaurant in the city of the last person who comments on the post. 24 hours later, the post was commented more than 1300 times and 65 000 persons throughout the word saw it. Of course, the last comment could never exist. Today, people are still commenting on the post. Burger King has now a bigger fan base, a better idea about where to open a restaurant, and the whole world knows they are coming back in France, without spending any more money than the Community Manager’s salary.

2) Burger King 2 – From one account to another

 Once again a very simple post, but very efficient to let people know about their different social media accounts and about their new “Xtra Long Chili Cheese”. They started by a Facebook post: if you want to discover their new burger, you have to click on a link which redirect them to the Twitter account. On the Twitter account you find a new post with an image of the burger but the burger is not whole: you have to click on a link to see the whole burger. Then, the link leads you to their Instagram account, it goes on to their Vine account, then on Youtube. You end up the little game on Facebook, with a post announcing that the new burger is available in the restaurants, and you can see the end of photo of the burger.

3) Cas Smirnoff – Tell me what you have in your fridge…

 Smirnoff started a very efficient campaign on Instagram: take a photo of your fridge and post it on their Instagram account. Then, a bartender will use what you have in your fridge to make an incredible cocktail. That way, they increased their fan base by 676% on social media, and their sales increased by 20%.

https://www.youtube.com/watch?v=4YP9kHtqWT4

4) Le Louvre invite three youtubeurs

Le Louvre in Paris decided to improve their Youtube channel by inviting three youtubers to the museum. They all made one video for the Louvre Youtube channel and one other for their own channel. The objective was to show the museum under a new modern light. This initiative was a success, the videos were watched more than 1.3 billion times and more than 80 papers talked about it.

https://www.youtube.com/watch?v=dfd4EXEBsho

5) KFC recipes – Twitter followers

KFC’s marketing team started to follow just 11 persons on Twitter: the five original Spice Girls, and six dudes named Herb. This was linked to KFC’s secret recipe composed by five spices and six herbs. A month later, one person noticed it and commented on it. This was the start of tens of thousands of other tweets, retweets and comments on KFC’s news feed. As Freddie Powell, creative director at Wieden+Kennedy, said: “Frankly, we weren’t sure if anybody was going to find it. Sometimes you just have to put stuff out into the universe and cross your fingers that the internet will work its magic.”

6) Dom from Domino’s – The Chatbots are Coming

Domino’s pizza used the chatbots to enable clients to order a pizza via Facebook Messenger. The chatbot is even funny and makes jokes which created quite a buzz on social media.

7) “L’amour, l’amour” – Intermarché

Intermarché, a brand of French supermarkets broke the rules of the usual ads of supermarkets by making a 3-minute short-movie about friendship, love and health. The story is about a young client who falls in love with a cashier. We understand at the end that it is a publicity. The video appeared one time on television and then got more than 8.5 million views on Facebook, 2 million on Twitter, was 36,000 times shared and 63,000 reactions.

https://www.youtube.com/watch?v=TBUV8O4Jl7w

8) WWF #EndangeredEmoji

Seventeen of the animals included in the emoji index were identified as representative of endangered species. WWF used this insight to launch a campaign to raise donations for species protection. For each retweet of an animal emoji shared by the @WWF Twitter account, users were encouraged to donate 10 cents. The launch tweet was retweeted more than 36,000 times with 38,000 responses. The campaign hashtag generated 1 million tweets and WWF. WWF gained more than 200,000 new followers and received 59,000 donations in the first two months of the campaign alone.

9) « Real-Time Giving » de WestJet

Before a flight, WesJet, an airline company asked their passengers what would they like for Christmas. After the landing, these passengers were surprised to see their desired gifts appeared on the treadmill. Of course, everything was filmed and viewers could see children receiving toys and amazed grown-ups getting televisions or camera. On Youtube, the ad got 200 000 likes and more than 20 000 comments for 40 million views. After this campaign, WesJet sales increased by 86% compared with the previous year.

https://www.youtube.com/watch?v=zIEIvi2MuEk

10) Play This At My Funerals – Spotify

In 2016, Spotify collected its users’ data to create a funny marketing campaign. The idea was to highlight the strange titles some users gave to their playlist. In a video, some artists played the game and were asked to react about the fact that their song were on a “Play This At My Funerals” playlist. This original campaign generated a positive and worldwide buzz as every user could identify himself with it.

Psychological levers for a social media marketing approach

The recognition of Internet and social media as communication tools led to consider new marketing approaches. Far from being based on superficial principles, these 2.0 marketing strategies depend on real psychological levers. Consequently, analyse these levers would surely help brands in targeting audience and their needs.
Why do people express themselves on social media ? What are they looking for through these media ?
What are the reasons they need to exchange ?

Here are some psychological levers a relevant social-media strategy should take into account :

I) Humans are social animals

Humans are a part of society, they are social animals. Consequently, they need to communicate, to exchange on a daily basis. According to Nestor Fernandez Sanchez, psychologist and author, : « Social media break time and space barriers to establish and maintain interpersonal relationships thanks to the exchange of ideas. ». And these connections embody so many opportunities for brands to exchange with potential customers.

II) Seeking fame and need for recognition

Social media offer a new space and new opportunities for people who seek fame. For some of them, being famous on social media naturally means they are also famous in real life. Unfortunately, it can lead to Herostratus syndrome (a 4th-century BC Greek arsonist, who sought notoriety by destroying the Temple of Artemis. His name has become a metonym for someone who commits a criminal act in order to become famous.), one of unintended negative effects of social media. Not everyone wants to be famous, but all of us are looking for signs of recognition by our peers.
Actually, any human needs them, as a cornerstone of self-esteem. And these phenomena are deeply linked to the sense of belonging. According to psychologist Monica Quintana, our mindset is partly connected to the need, as human being, to belong to a community, something bigger than yourself.
« We need to be recognized by others in order to have a good self-esteem.».   We try to belong to a group, a community, either explicit or implicit. Getting involved in a community by sharing information, comments, and above all obtaining a reaction from your peers provide a social recognition.
We also like to exchange to show our individual perception to others. Carl Rogers make a critical analysis, saying that our personality is composed of the « True self » and the « Ideal self». Indeed, we increase the chances that get us closer to our ideal self. Here are some practical examples : publicly
support a politician to express your belonging to his movement, follow an artist to show your musical taste or share a funny video to expose your sense of humour.

III) Reciprocity

When setting up a social-media marketing strategy, brands have to keep in mind that they are constantly watched by users and potential customers. In order to generate an effective mutual relationship, the brand has to make the first move and offer a useful, qualitative content. The aim is to
create and maintain relationship with the customer, thanks to recipes, tutorials, or storytelling for instance. According to a New-York Times survey, 94% of users attach great importance to the usefulness of information they share. Consequently, it is the brand’s job to be particularly careful to the content they produce.

IV) Social proof

The social proof phenomenon influences the consumer behavior. Concretely, it is about how many times the brand is named (thanks to comments, reviews, advocating articles …). In marketing terms,
we talk about organically generated stimuli of the brand the consumer faces through his journey on social media. How to maintain the positive impact of these stimuli ? Answer cleverly to both positive and negative comments, thank your follower and engage the community even more.

V) Scarcity

A scarcity strategy can be truly efficient, as it is based on FOMO (Fear Of Missing Out), common feeling among regular users of social media. In fact, by offering an exclusive content or time-limited offers, the brand take advantage of a potential emotional distress a consumer can feel if he misses
information, opportunities or gifts. For instance, giveaway contest.

VI) Turn to consumer advantage

Finally, a very down-to-earth yet persistent lever is that most of users actions on social media are motivated by the fact that they can concretely take advantage of their engagement toward a brand (gifts, discount codes, etc). A survey shows that 67% of respondent users have ever liked a brand page in order to receive special offers.
To sum up, a social- media marketing strategy rests upon fundamentally human psychological levers and also psychological behaviors intensified by the context of social-media. As a result, it becomes essential for a brand to :
– Understand the psychology of its audience
– Understand deep explicit and implicit motivations of its audience. Why is the user present on this platform? As a brand, how can I fit in exchanges ? What is the specific web navigation path on this specific platform ?
How ? Thanks to analysis, scientific search, brand engagement. It may read tedious, but very helpful to identify an relevant customer persona, customer path to purchase through web navigating
behavior.

This Is Why Donald Trump Is So Influential on Social Media

Becoming the 45th president of the United States of America should have encouraged Donald Trump to give his tweeting a rest, right?

He may only have an average approval rating of 38 percent, but he has 48,759,984 Twitter followers.

So what makes him so influential on social media?

Yes, he has a lot of followers. And yes, the content of his posts probably has a lot to do with it as well. His tweets range from petty and rude to hostile and untrue. They spark controversy on a daily basis and are a regular topic on the evening news. But there is so much more to it than just the offensive nature of his tweets.

Connectivity vs. Activity

On what seems like a never-ending quest to obtain more social media followers, we must also remember that connectivity isn’t everything when it comes to being effective on social media.

Trump has over 48 million Twitter followers, but what may be even more important than his number of followers is the number of tweets he has posted.

On the list of the top 100 people and brands with the most Twitter followers, Trump ranks 20th, compared to Katy Perry, who comes in at number one with 108,808,851 followers. However, while Perry only has 8,859 tweets, Trump has 37,086.

Why does this matter?

In the world of social media marketing, people who have a lot of followers are called “hubs.” Take Taylor Swift as an example—she has 85 million Twitter followers. Because she has so many connections, it would make sense for a business to choose her as someone to promote its brand, wouldn’t it?

Not exactly. In a study done by Stukent, it was found that for many Twitter users, increasing their follower count actually resulted in them posting less frequently. Not surprisingly, Swift has only tweeted 86 times.

A “pump,” on the other hand, is someone who doesn’t have a ton of followers, but has very high activity, which means they are constantly posting on social media and engaging with their followers. In another study done by Stukent, they looked at 20,000 pieces of content and found no correlation between how many connections the initial sharer had and how many times others shared the piece of content. They did, however, find a positive correlation between how active the initial user was and the number of times the content was shared.

Activity—rather than connectivity—seemed to be the differentiating factor when it came to how likely people were to share content.

An important reason why pumps can be so effective is because their social media accounts are perceived as being more personal than someone who has millions of followers, but barely interacts with them.

This is why Trump is so influential on social media—he is a hub and a pump. While his tweets may be crude, aggressive, and brash, it is the fact that he shows his personal feelings and emotions through his posts that makes his followers feel like they know the @realDonaldTrump.

So what can we as business professionals learn from Trump’s social media?

When it comes to social media marketing, hiring influencers to promote a brand can be extremely effective—but only if we know how to choose the right ones.

The number of followers that someone has is not always the most important aspect of their social media. It’s vital to find someone who has a personal nature to their account and who is constantly active and engaging with their followers.

While there are some obvious reasons why Donald Trump may not be the best choice when it comes time to actually pick an influencer, we should still remember what makes him so effective and take that into consideration when trying to find the perfect promoter for the brands we are working for.

GIFs provided by giphy.

5 Viral Social Media Challenges That Should Never Be Forgotten

1. Ice Bucket Challenge

The Ice Bucket Challenge began when golfer Chris Kennedy completed the unaffiliated challenge and dedicated it to ALS awareness.  It drew in big name celebrities such as Oprah, Steven Spielberg, and Donald Trump.

2. Mannequin Challenge

This challenge consists of someone standing completely still, like a mannequin, while a song plays in the background—usually “Black Beatles” by Rae Sremmurd.  It went viral with the hashtag #MannequinChallenge on Instagram and Twitter.

3. Planking

Planking swept the newsfeeds of millions in 2010, originating from a Facebook page created by two Australian friends that showcased some of the best “planking” photos.  The challenge was accepted as users began to post their own photos, each one more awkward or dangerous than the last.

4. Harlem Shake

Youtuber “DizastaMusic” is credited with creating the trend, which involved a 30-second dance routine often featuring costumes or props.  The choreography was reminiscent of a flash mob, as videos often began with one dancer, surrounded by people looking confused, and ended with the entire crowd participating.

5. Cinnamon Challenge

Peaking in 2012 and then again in 2014, this challenge featured people attempting to eat a spoonful of cinnamon in less than a minute without water.  It faced a lot of public scrutiny as a health concern.