Just Because You’re a Millennial Doesn’t Mean You’re a Social Media Wizard:  Make Your Content Count

It is time for us to reveal the identity and intent behind this social media marketing operation…

We are the Sassy Marketers, four ridiculously average students wading through the waters of an MBA.

We’ve almost reached the finish line. Some of us are even graduating (and facing a greater challenge – finding a job…. and adulting).

These past five weeks we’ve shared our commentary and insights on anything from Wendy’s sassy twitter roasts to the reason why Macklemore was spotted wrestling a bear.

Here we are. We have fought viciously for clicks, and learned a lot in the process. Don’t worry, we won’t part without a few final reflective notes:

1) More Channels are Better Than One

It may seem obvious, but if you want your content to get traction, not only should you post it often, but you should post it in different places.

Network connectivity is one of social media’s biggest assets (it’s huuuuuge), and it’s ignorant not to take advantage of it.

Does that mean you should post content every 10 minutes? NO, nobody likes that person. But, you should share your content strategically. This means leveraging peak hours of the day when people are likely to check their social media channels. That’s not to say you should always post content at the same hour every day, but stagger your postings to get different sets of eyes on them. Sharing the same post a few times a week will not only ensure that more eyes see the content, but that more people actually look at your content (I’m talking full-on read through). If a user sees that a few of their friends have shared an article already, they might be more likely to read that article than if they are seeing it for the first time. This will also increase the longevity of your content’s relevance.

But it’s not just about how often you post, it’s also about where you post. Do you think Kim Kardashian has a million social media channels because it’s fun? WRONG, she does it to stay relevant and in your face.

Using different media channels lets you tap into different markets, the more eyes on your content, the better. It’s also important to keep in mind that, even though society is turning into a technological epicenter, not everyone falls in the same circles. Posting all your content on Twitter might ensure that some people see it, but not everyone has Twitter. Every social media channel is valuable when dispersing content, SO USE THEM.

And remember kids, post often, but not too often (because no one likes that person).

2) The Audience Matters

Understanding who your audience is, what their interests are, where they live, and, most importantly, why they read your content is critical for designing content that is not only likeable and engaging, but shareable as well. Today’s data-centric focus has made this process easier and much more insightful, thanks to insight managers like Google Analytics.

Google Analytics provides essential information that goes beyond traditional metrics, such as total sessions and bounce rate to include useful measures of audience engagement and frequency distributions. But what does this have to do with writing engaging content? Without knowing your audience, you are essentially writing blind and hoping–instead of knowing–that your efforts will result in page clicks and website traffic.

The most important thing that I learned while tracking our audience metrics was simple metrics can be the most effective. Information such as gender and age identify demographic groups who are interested in your content and who you should write to. For example, our blog posts appeal to both women and men between the ages of 18 to 24 (the exact breakdown is 51 percent for women and 49 percent for men), but this was not always the case. Our first two posts (Masters of Social Media and An Oscarized Mix-up for the Ages) captured more attention from women than men–upwards of 70 percent. A key takeaway here is to pick a group who you want to engage and write for them. Doing so will give clarity to your blog and emphasize a cohesive story within your content.

Another interesting metric is location, which is extremely powerful if your goal is to engage a local audience, either for a specific city or state. One piece of content that performed particularly well was our long form editorial on Macklemore’s endorsement with Columbia Sportswear, which aligned well with our audience location demographic. The majority of our audience lives in  Oregon or Washington, so long form content that involved elements from both states (Columbia is headquartered in Beaverton while Macklemore is from Seattle) was a direct match. The result was a bounce rate lower than 60 percent; mighty decent for a start-up blog.

The lesson here is know your audience and know it well. Even simple metrics can provide a treasure trove of insights on who reads your content and why they do it because the better you know your audience the better your content will perform.

3) I Meme it!

As social media is constantly being critiqued and improved, methods of connecting with your online audience are continually changing. A common favorite method is the use of memes. The word meme was first coined in 1976 in a book called The Selfish Gene by Richard Dawkins. Dawkins defined a meme as “an idea, or style that spreads from person to person within a culture.”

As technology rapidly began to be used, the definition of the the “meme” rapidly changed as well. The modern meme can be defined as a virally transmitted cultural symbol. The modern meme is categorized by inside jokes, celebrity photos, and snapshots of TV shows etc. The modern meme is instantly recognizable and may even be relatable. The modern meme can be used to boost your brand’s popularity and reputation.The modern meme can be used as attention grabbers and content enhancers.

Although there are major benefits to using the modern meme, there are rules of using the modern meme to success:

  1. Know your audience – A particular meme might be hilarious and relatable for some, though not for others. Consider the characteristics of your audience before pursuing the method of the modern meme
  2. Know your brand – If your brand is playful and energetic, the modern meme could work in your favor. If your brand is cut throat and stoic, the modern meme would likely work against you.
  3. In small doses, the modern meme is a cherry on top – Use the modern meme sparingly to enhance your content, not hijack it.

4) Reddit is a cruel, cruel world

Posting on Reddit as a newbie is like walking into a cultie Harry Potter fan club without proper wand and attire. Basically, everyone stares at you, points towards you, and shouts at you to leave. Reddit is notoriously hard to infiltrate, especially in the realm of social media marketing. To interact on Reddit (the so-called front page of the internet), you need to know the game and play by the rules. Every subreddit is its own mini community, and each has its own guidelines, moderated and enforced vigilantly by other Redditors. To use Reddit appropriately, one must ensure their “Reddiquette” – the values of many Redditors, as written by Redditors themselves – is in tip-top shape. To read up up on general Reddiquette commandments, see here: https://www.reddit.com/wiki/reddiquette.

Promoting a brand or post on Reddit initially seems easy. Find a subreddit related to the content you wish to post, then copy and paste your link and press submit. Easy – right? Not so fast… on Reddit you can either get upvoted to glory, downvoted to nothingness, or worse – you can be flagged or banned from a group for not following the rules. And unless you have good karma (yes, more Reddit lingo) you won’t get anywhere quickly.

To use Reddit for social media marketing, you need to be prepared to do some research. There will be plenty of trial and error. Not only do you need to find a subreddit that matches your content, but one that matches your culture. Do not underestimate cult mentality, and the power of avid Redditors. In the next 24 hours, you’re far more likely to have your post deleted in a subreddit than you are to get a traffic ticket.

To read more about social media marketing on Reddit, see here 

So let’s recap…

Overall, there are any number of ways that you can help your content gain traction on social media. You can post often, post in different places, post with a specific audience, or even change the format of your content. The key is to be interesting and engaging, and NOT predictable. Most people (those of us that are tech savvy) can spot fake news or click-bait from a mile away. Even if you didn’t pay attention to most of this article (because let’s be honest, if you made it this far, you were either skimming or you’re trying to avoid doing work), walk away with this in mind; the more work you put into your content, the more you’re going to get out of it. Posting on social media for engagement doesn’t have to be a chore, make it fun. The more your personality comes through, the more your content is going to be enjoyable to read.

You have an imagination for a reason, remember to use it.  

#TestedTough Columbia x Macklemore Dream Team

In a land of extremes where rain, snow, sun and ice discourage exploration, Portland based company, Columbia Sportswear confronts mother nature’s barriers to entry. Toughness defines the Pacific Northwest, yet it also embodies those who explore the region as an escape from routine. Regardless of the purpose, Pacific Northwesterners want to enjoy their passion without becoming drenched, burnt or covered by it. Luckily, Columbia is tough enough to take on the challenge of providing garments that can withstand all the extremities nature has to offer.

At the heart of this persona is Columbia’s chairman, Gert Boyle. She exemplifies the “tested tough” moniker that drives Columbia’s perseverance in designing garments that keep the elements at bay. Gert became the chairman of the company overnight after the death of her husband. The grit and and courage required to assume control of a growing company lives on in the products Columbia offers. This is exemplified in the OutDry Extreme ECO rain jacket, which was introduced in Columbia’s 2016 product line. The tested tough persona means more than designing garments that repel the elements. Tested tough is an identity that guides Columbia’s product innovation. The OutDry Extreme ECO rain jacket is free of PFCs (perfluorinated compounds) and chemical dyes.  

Not a novice to no nonsense advertisements, Columbia Sportswear released the OutDry Extreme ECO jacket. On December 1st of 2016, the “Tested Tough” advertisement was released and the jackets hit the shelves that day. Columbia partnered up with Washington based Grammy award winning rapper and hip-hop artist, Macklemore (Ben Hammond Haggerty), to help raise of their new environmental friendly jackets.

In the video, Macklemore is shown in various places in his home state of Washington. The video starts with a picturesque photo of Macklemore’s home city of Seattle. Throughout the beginning of the video, it shows snapshots of various nature spots in the Pacific Northwest with a backdrop voice stating the beautiful landscapes the PNW has to offer. The video then cuts to video of Macklemore hiking through the woods. He prefaces the jacket by saying that in order to enjoy these destinations, we must be able to protect them by being “more thoughtful of the chemicals used in our clothing”. Macklemore educates the viewers on the dangers of PFCs, otherwise known as the chemicals used to make rain jackets water resistant and little do people know, these very chemicals are the ones polluting our environment. The rapper and hip-hop artists then wastes no time to promote Columbia’s rain jacket made from 100% recyclables and 21 plastic bottles. The rain jacket has uses no PFCs, uses dye-free fabric, and saves thirteen gallons of water in the making. The final scene shows Macklemore floating in the bed of a waterfall using his homemade floatation device made from 21 bottles that seems contrastingly unimpressive.

So… what can companies learn?

 

  • Choose a brand ambassador whose personal image aligns with your brand image

The Macklemore – Columbia pairing is more strategic than it appears at first glance. They both have strong roots in the Pacific Northwest, and often express their fondness of the nature and history of the area. Both are also a little bit quirky and rugged.

  • Celebrity endorsements don’t need to feel ingenuine

Columbia allows Macklemore to “do his own thing” while also dropping the perfect amount of promotional hints. Macklemore’s personality shines through, and he acts like a superfan and treehugger more than a celebrity endorsement.

The #TestedTough campaign is also able to bridge the toughness of the Columbia sportwear jacket with the toughness of Macklemore’s past experiences. It’s ironic and raw, and appeals to the brand’s individualistic, hard-working, and adventurous market.

  • Scientific jargon doesn’t need to weigh a commercial down

The commercial focuses on the sustainability of the jacket, and discusses the impact of chemicals that are commonly used in apparel manufacturing. Columbia is able to effectively communicate how standard practices harm the environment, and how Columbia differentiates itself by leading with cutting-edge, environmentally-friendly practices. Columbia ditches the scientific jargon and authority figure (no white jacket scientists here). Instead, Macklemore opts for a conversational tone and effectively demonstrates the environmental impact.
(You won’t find this at a thrift shop)

 

The Most Scandalous Tweet of 2017

Can a single tweet destroy a career? In the case of Katie Rich, former Saturday Night Live writer, it can. It can do much more – it destroyed her professional reputation.
Take a look at her original tweet, and the responses that followed:

Both Trump supporters and non-supporters quickly pointed out the insensitivity of her tweet and called for retaliation. While Rich promptly deleted her twitter after being on the receiving end of hate-filled reactions, the damage was already done. Under public pressure, SNL had no choice but to fire Rich.

Do you think that the public reaction was too severe? Was the decision to fire Rich appropriate?

It’s now commonplace for celebrities and public officials alike to have personal twitter accounts. This form of social media not only spurs personal engagement, but political. Even our president has spent 13 out of his first 744 hours in office tweeting (and that’s likely an underestimate). Will twitter slowly become the sole strategy of campaigning? Is the president’s use of twitter prefacing a new form of politics and humor? 

With professional and personal lines being blurry at best in the realm of social media, it is likely that 2017 will surface more scandals. Freedom of speech can’t always be a valid excuse. 

What do you think will be the biggest social media scandal of 2017?

Out of the Limelight and into the Moonlight: An Oscarized Mix-up for the Ages

Out of the Limelight and into the Moonlight: An Oscarized Mix-up for the Ages

The dazzling reflection of a star-lit stage has a funny way of distracting people, as was the case with Warren Beatty and Faye Dunaway’s presentation of the award for best picture to the wrong film. In a glorious moment of bewilderment, Dunaway incorrectly announced La La Land as the best picture when Moonlight should have received the accolade.

The trivial slip-up was described as “The worst flub in Oscar history” by USA Today and doomed by Oscars Producer Michael De Luca as he described the screw-up “Was like [reading] the Hindenburg Report.” I didn’t watch the Oscars (did anyone?), but these comments address the superficial nature of an honest mistake, and ignores a prime fundamental of live entertainment: When a performance lacks a script, the outcome is not always predictable. The unpredictability of live awards shows gives the audience a chance to view celebrities in a non-scripted environment – one of the only chances fans have to view them “not in character.”

Beatty and Dunaway’s snafu may have deviated from the planned outcome, but the virality (not a disease) and shareability of their trivial oversight inspired positive reactions that kept the moment relevant across social platforms for weeks after the Oscars concluded.


FACEBOOK

The reaction from media leaders was nearly instant, with TMZ responding less than an hour after the announcement aired; Us Weekly, The Hollywood Reporter, and BBC News were quick to follow.

When it comes to performance malfunctions, Facebook is the most lucrative of hunting grounds. Content that may lack newsworthiness in less-focused channels, such as network TV, radio, and print finds serendipitous virality in Facebook’s hyper-concentrated engagement funnel. Of course, this effect assumes the question: why does certain content excel while other time-tested counterparts return average shareability?

The answer is emotion. Yes, the subject that shares little consistency from person to person. Yet in a sea of aggregation, a common denominator emerges: people share stories because it provokes a positive emotional response. “Emotionally provocative content is particularly viral,” claims Jonah Berger, a leading author in content marketing. Positive emotion is a sharable commodity. People are empowered when they share positive emotional content.

Instagram

The reaction from everyone’s favorite visual social media network was mostly of the “trolling” variety. Instagram is not only a fun and easy way to brag about your optimal life with your friends and family (think beach pics, not study pics), it is also a way to share some comedic relief with your humor loving followers. This particularly bodes well with posts that are referencing current events. Instantly, users were circulating newly-adapted memes and funny hashtags. People are using past events to make fun of and reference current events.

This type of social media posting is not directly letting the people know what happened, but what is sharing is fake new. No one really minds that this event actually happened, yet people mind that it happened in relation to other events.

Twitter

Probably the most accessible of all media channels, Twitter was flooded by Oscar fans and attention-seekers alike following Beatty’s most unfortunate announcement. #tbt to Steve Harvey during the Miss Universe Pageant, perhaps Ryan Gosling and Miss Columbia can console each other.

While we all love a good twitter rant about so-and-so celebrity making a fool of themselves the question we should be asking ourselves is; why is this kind of content so catchy? This is fake news with a capital F, and yet, people are still taking to social media in order to share their opinions about it. Why? WHY do we care so much that Warren Beatty said the wrong title for an award? Is that really the most devastating thing that’s happened so far this year? No, it’s not, but it sure is relatable. Virality of news doesn’t happen because the content is impactful or important on some degree, it happens because the content is ridiculous and relatable. Warren Beatty’s slip-up isn’t about to be aired on CNN or Fox News, but it’s perfect fodder for social media. He is a human and he made a mistake; we ALL make mistakes, whether it’s during the Miss Universe Pageant or during the Oscars.

YouTube

YouTube is a unique platform in that posting original content takes a lot of back end work. If someone wants to tweet something “original,” they only need to put their stream of consciousness thought into 140 characters or less (*cough cough* although some people should probably do more quality control before they press post). To post a video on YouTube, a user typically needs to be inspired by an idea for a video, draft the content, take the video, edit the video, and finally publish it.

After the Oscars best picture mix up, Twitter, Facebook, and Instagram had huge spikes in activity. Surprisingly, YouTube didn’t take too long to follow suit. It’s as if people were already poised behind their web cams ready to take a reaction video, or even had a video running live while they watched the Oscars (a little bit creepy… if anyone needs a reason to put black tape over their laptop camera, watch the Black Mirror episode Shut Up And Dance). In less than an hour after the wrong envelope was handed over, a search for “Oscars best picture mix up” yielded 100s of videos, particularly comedic spoofs, commentary from entertainment channels, and user-generated reaction videos. But Emma Stone is still so endearing (do you see the way Ryan Gosling looks at her?), that more tribute videos were made for her best actress win, rather than poking fun at the mix up.

YouTube is much more than Charlie the Unicorn (what’s up 90s kids), Double Rainbow, makeup tutorials, music videos, and stupid people doing stupid things. YouTube has informative and creative reaction videos, and is somehow able to take snippets of any event and make it ridiculously funny. It’s still the best way for a bored college student to waste time after 1AM… but it deserves a bit more credit than we give it. And for those of us who don’t have a TV – YouTube is filled with clips from the Oscars, Entertainment News, Comedy Shows, and anything you can think of… but didn’t have a chance to see real-time.

Here are a few of our favorite videos that were prompted by the event:
1) User Reaction Video
2) James Corden Spoof
3) A Tribute to Emma Stone

 


No matter what platform you use… remember to post and consume responsibly 😉

We all have a little Steve Harvey and Warren Beatty in us, you just gotta own it #SorryNotSorry

Sassy marketers… out!

 

The Top 10 Sass Masters of Social Media

The top 10 sass masters of social media

Social media marketing strategy is certainly not “one size fits all.” A textbook approach may recommend content marketing that includes high quality product images and promotional videos that are appealing to a target audience and include a call to action. It may also recommend social media monitoring to assess customer feeling and insights, and interaction that is helpful and professional. These approaches may sound appealing, but they certainly won’t make a post or thread go viral. More companies are beginning to encourage customer engagement by breaking all of the traditional marketing rules – ridiculing other brands and customers, posting highly controversial content, and rarely mentioning their own brand. How do these companies strike a balance between funny and offensive? And how have these companies achieved such an engaged following? Here are some examples of companies that are breaking all of the rules, going viral, and leaving other brands jealous and confused.

1. Wendy’s – serving up sassy roasts

Wendy’s is doing something on social media that few companies dare to attempt – acting in a way that is wildly inconsistent with the brand’s image. Imagining the innocent pig-tailed Wendy behind sassy and inappropriate tweets is laugh-out-loud funny alone. It seems like Wendy’s is trying to serve up a different kind of beef (fresh never frozen) – and people are loving it! Wendy’s engages with customers through “trolling,” by responding to every insult or joke thrown its way with an even icier one. These conversations have quickly gone viral, spurring user-generated content and reaction videos. Wendy’s proves that a company in a highly competitive environment can stand out through social media, and carve out a unique space that others can’t easily copy

2. Groupon – wildly appropriate interns?

The post above about a banana protection container called the “Banana Bunker” could have posed a huge threat to Groupon. The post quickly racked up suggestive comments, most of which were jokes about the product’s sex-toy-like appearance. However, Groupon saw this an an opportunity, and a team of three Groupon employees replied to the 200+ comments. The comment replies manage to play off of customer jokes without pushing any professional boundaries, by using a tongue-in-cheek tone. The banana bunker post is Groupon’s most popular Facebook content ever, with more than 12,000 comments, 18,000 Likes and 43,000 shares. Groupon strikes a perfect balance between calculated and spur-of-the-moment responses to customer comments.

3. Denny’s – Embracing the weird

Denny’s has certainly taken a unique approach to the social media world in making their content stand out. The two pieces of content above demonstrate Denny’s willingness to go outside typical media strategies in order to appeal more to the humorous side of their consumers. They regularly use pop culture references to make spoofs of their own brand. This is clever because it not only demonstrates the ability to poke fun at their brand, but it also utilizes relevant culture in order to reach a certain scope of consumers. Let’s be honest, today’s consumers are much more likely to partake in Denny’s if the brand uses pop icons like Queen Bey and Drake as hooks. Take it from the millennials, they love Denny’s weirdness like XO.

4. Oreo – Dunking on social media  

Oreo has some of the most well rounded social media marketing strategies among top brands. They have developed company specific hashtags and exercise compelling engagement both with consumers and other brands. The first piece of content demonstrates one of their #Dunk campaign engagements. They launched a particularly successful piece of content using the #Dunk campaign during the Super Bowl when the power went out. Oreo was ready with a witty response with the tagline “you can still dunk in the dark.” This successful campaign adaption to an unexpected situation underscores Oreo’s agility in the social media realm. Additionally, they are able to interact with competitors in a way that attracts more consumers without necessarily tarnishing the other brand.

 5. Charmin – butt of the joke    

#ThatAwkwardMoment when you have to post about toilet paper on social media…Somehow, Charmin has been able to overcome taboo surrounding bathroom talk and succeed in normalizing the discussion of their product on social media. With content as smooth as their product, Charmin has really been wiping up the competition. Rather than trying to beat around the bush, the toilet paper brand is focusing on a category that they know best: the bathroom. Aside from your everyday poop joke, Charmin has been able to normalize tweeting while taking a number two, while also bringing up the relatable issue of running out of toilet paper, just remember to wash your hands after those tweets!

6. Smart Car – totals it

Let’s face it, we’ve all ripped on Smart Car at one point or another. But when it comes to social media marketing, Smart Car compensates, BIG TIME. Smart Car distinguishes itself among other auto manufacturers by emphasizing functional, yet appealing style, while also taking the product’s small size in stride. A key component of Smart’s social media strategy is to include its customer’s personality. In addition, Smart Car aligns with pop culture, producing relatable brand value that is recognizable among its customer base. And while Smart Car has a reputable persona, it isn’t scared to occasionally throw people off with a sprinkling of playful wit. Needless to say, on social media, it’s not always about size.

7. Taco Bell – social media sniper

When it comes to social media, Taco Bell’s content is as fiery as its sauces. Our favorite late night fast food joint manages to score free celebrity endorsements, even from Ed Sheeran. It jumps into conversations started by individuals, celebrities, companies, and pretty much any twitter account that poses a unique opportunity for interaction. These types of tweets and responses result in an increase in customer engagement on social media by playing off what’s trending. Taco Bell continues to dish out spicy tweets that are almost as popular as its tacos. You do you Taco Bell, keep thinking outside the bun.

8. Whole Foods – the relevant hipster

Whole Foods is a social pump in the grocery industry. The company leverages its outspoken customer base to create conversations around products, social activism, and the natural foods movement. Whole Foods uses a variety of recognizable hashtags, such as #MeatlessMonday and #PhatTuesday (referring to its large sandwiches) to establish talking points, then keep them relevant through quick responses and mentions. They are also an example of a brand that is willing to embrace the perceptions of its consumers. With the hipster movement in full blast, Wholefoods has been able to use this trend to its advantage, so that potential consumers see them as an approachable company that doesn’t always take itself too seriously.

9. Chubbies – The modern gentleman

Ah Chubbies, the wardrobe staple of frat-stars. Using their vibrant prints and trademark mid-thigh shorts, Chubbies takes a sarcastic stance on rigid dress codes by leading a short shorts revolution. Their media inspires a call to action among millennials that produces a humorous conversation around formal life events, like weddings and job interviews. The majority of their content focuses on creating engagement around their “old glory” shorts, which are often displayed outdoors. This strategy is successful in appealing to those who wear the shorts or want to wear them, and also those who probably shouldn’t wear them…   

10. Newcastle Brown Ale – no bollocks

Their most “social” move was last August’s #NewcastleAdAid where they got Twitter and Facebook followers to send them personal photos which they then turned into absolutely awful, yet hilarious, Photoshopped ads for Newcastle—an effort that slyly derided all the “post your photos using our product!” social media marketing trend while fully committing to it at the same time. That’s engagement baby, with none of the condescending disingenuous. They got to have their beer and drink it too, but not in a chalice.

Takeaways

After researching and analyzing the different social media strategies that successful brands use, there are several trends and key takeaways that can be observed.

First and foremost, many brands, particularly food vendors, use specific tactics on social media to lower their barrier to activation. Many of the brands above, such as Wendy’s, Denny’s, and Taco Bell, use humor to appeal to their consumer base. These fast food products aren’t particularly glamorous to discuss, and so these brands have found rather sarcastic approaches to differentiate themselves and make their products relevant and easier to talk about.

Another tactic that appears to be highly utilized is interacting with other brands, competitive or otherwise, on social media. This gives brands a chance to showcase what differentiates themselves from the competition, as can be seen in some of Wendy’s and Newcastle Brown Ale’s social media posts. However, some brands, such as Oreo, have taken this approach in a different direction. Rather than trashing another brand, Oreo has actually posted some pieces of content in which they praise a competitor, as can be seen in the Oreo/KitKat twitter post above. While this may seem counterintuitive to traditional marketing strategies, Oreo has yielded significant positive results and made their brand appear humble and down-to-earth with a little humorous flair.

Most brands have also realized that monitoring and interacting with their consumers is a great way to amplify themselves in the social media market. Many brands are recognizing the value in responding to their users. Groupon, for example, takes a “wildly appropriate” approach in engaging with their consumers in which they respond in a blunt, yet humorous, manner while never crossing the line. This allows them to encourage more users to interact with their brand while still maintaining a certain reputation. By responding directly to consumer comments, whether they be positive or negative, brands can create a very personalized experience for those that engage with them, this both creates a lasting impression on the consumer and makes them feel relevant in the face of an enterprise giant.

Overall, what makes brands special on social media are the various approaches they take in differentiating themselves. Wendy’s is that classmate who always has a sarcastic remark locked and loaded, Denny’s is your weird cousin who you’ve never really been able to understand but somehow, they make it work, Chubbies is the all-American frat house next door, and Charmin is that friend who always just tries to make the best of a crappy situation. Every brand is unique and offers a little something different, and as such, their respective social media marketing strategies follow suit.

Authors: Karin Hokanson, Lee McMillan, Julia Childress, Isobel Rubin

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