How to build a contagious personality on social
Following our breakfast event with Hotels.com, here’s our fast four tips for brands looking to grow a truly engaging brand on social media.
A key challenge facing brands today is making the everyday interesting on social. In 2018, a lot happens in an internet minute – take Twitter and Snapchat, where over 400,000 tweets and 2 million snaps are created.
Good Relations’ Executive Director of Content and Digital, Robert Anderson, and Hotels.com’s Global Social Media Head, Tim McLoughlin, were on hand to tackle the topic at the latest Good Relations Digital Academy.
Here’s the fast four take-outs on how to build an engaging and infectious brand on social media:
- Fewer, bigger, better – How can brands cut through noise and conquer low attention spans? Tim advocates scrapping the daily calendars and switching from always on to always good content. Don’t fall into the trap of filling content calendars for the sake of it.
- 2. Authenticity fulfills trust – Authenticity is vital to harnessing trust on social media. Patagonia took authenticity to new heights with its ‘don’t buy this jacket’ campaign, and Heineken ensures social content always reflects its Dutch culture and heritage.
3. Put people at the heart – Emotional content builds stronger brands. Hotels.com felt the impact when they moved from instagramming generic travel images to real employee holidays, and using influencers as they would their creative agencies, media agencies, and spokespeople. Not only did this add humanity –it also boosted both consumer and employee engagement. For example, the @Baddiewinkle #BadAssBucketList put a fabulous Instaglam-ma (with a huge personality) at the heart of a Hotels.com sponsored trip, travelling the world to tick off her bucket list.
4. Embrace native social content – We’ve reached a time where without paid support, organic reach is almost zero. To maximise impact, content needs to be truly social. For example, Good Relations helped Airbus gain tens of thousands of organic followers by challenging traditional corporate space communications. They put Twitter in charge, with users choosing via polls what aerial perspectives they wanted to see.
Building a contagious personality is vital to help your brand break through the clutter. Whether this means posting once a month, or every day, focussing on high quality content ensures that your social media returns on investment and builds a brand, not just a collection of posts. Hotels.com’s shift from standalone social media to brand marketing where social media, PR and advertising all work towards the same KPIs helped them achieve this infectious brand personality. Focus on the human appeal of your social channels, align this with your business goals, and lead with your brand.
Sound like a familiar challenge? Get in touch with us at Good Relations!
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