Consumer attitudes towards social media marketing are changing rapidly, and while Twitter’s posting across the cultural landscape has essentially remained the same – hard-hitting, political and with a sarcastic bent – brands looking to stand out must develop a strategy. tailored to avoid sinking into a sea of sameness.
A Twitter survey conducted in partnership with Pulsar found that social changes have increased Twitter users’ expectations of businesses and how they communicate. When it comes to brand intentions, consumers are more savvy than ever.
Meanwhile, people are interacting with brands on Twitter far more often than they were just a few years ago, indicating that a well-designed and out-of-the-box social media marketing strategy could offer organizations more visibility and cultural relevance.
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Is your brand ready to take a social position?
Courtney Spritzer, CEO and co-founder of Socialflysaid before jumping into the world of Twitter, organizations need to decide whether they are ready to take a stand on political and social issues, what the brand voice will be and how that personality will be expressed.
“The brands that have generally stood out on Twitter are the ones that have these very distinct personalities and have probably spent a lot of time thinking about who they are and their brand voice,” she said. “But what’s happening now is that brands are taking a very simplistic approach to how they comment on Twitter.”
This means consumers are seeing a lot of similar “middle messages” that lack authenticity.
“To combat that, you really have to think about whether or not you want to be a brand that takes a stand on certain topics that are going to be controversial,” Spritzer said. “A lot of brands are taking a position that they don’t want to participate in this and just continue to focus on the more playful communications they’re used to.”
On the other hand, some brands want to be part of these conversations – and they’re okay with ruffling their customers’ feathers in the process.
“It’s a decision brands have to make,” Spritzer said. “But it can lead to a lot of backlash and controversy.”
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Balancing ROI with longevity and brand identity
For Alessandro Bogliarico-founder and CEO of The Influencer Marketing Factory, marketers need to realize that while the social media marketing landscape is constantly changing, jumping after every new trend is no way to create an authentic brand identity.
“That doesn’t mean you have to abandon all your ROI metrics, just rethink them based on your long-term strategy,” he said. “Marketing as we know it is changing and we can’t use the same frameworks we used before.”
Bogliari said that for Gen Z consumers, one round of social media marketing may not be enough to get them to buy a product or service; they are more likely to take time and research the company to see if their values align.
“You have to think more about the long term – maybe that means the council won’t see a return on investment immediately, but that’s not the way to think about it,” he said. “This long-term strategy to develop a cohesive brand identity is more important and will lead to better results.”
Develop a messaging strategy with business stakeholders
Social media is changing rapidly – just look at the average lifespan of memes – and that means marketing teams looking to make tactical strikes on Twitter need to have a strategy for churning out vetted content quickly.
“Brands that do this well have a process in place to be able to respond to things in real time,” Spritzer said. “Set up this process in advance when you arrive on the platform, establish with the teams what you are allowed to speak about, what words you are and are not allowed to use … and what issues are you allowed to participate..”
She said another important thing is to have guidelines in place on how to research a trending topic so you don’t accidentally participate in something controversial, which Spritzer says happens often.
Don’t Be Scared: Use Influencer Instincts and Regulate Promotional Posts
Using Twitter effectively means knowing how to listen, when to speak, and how to interact with your audience.
“You have to realize it’s not about you as a brand, it’s about the people you’re trying to reach,” Bogliari said. “Start by asking people for their feedback, so others in the community know you’re listening to them and not just sending them promotions right away.”
He advocates that a “helicopter view” of who you are as a brand and having discipline are both key to avoiding overexposure or feeling like you’re meddling in a conversation you don’t belong in. not.
“There was a phase where everyone was jumping in and commenting on every video or trend, but after a while everyone started saying ‘Shut up, mark!'” he said. “That’s not the right way to build an aura of authenticity.”
Bogliari recommends companies take inspiration from successful influencers who know how to keep a captive audience by regulating promotional posts and engaging in meaningful exchanges.
“Try not to overload your followers with promotional content because people will start unfollowing you — they follow you because of your voice, not because of all the promotion,” he said. “What you shouldn’t do is constantly take the opportunity to emphasize your products. It’s gnashing your teeth.