Social media campaigns can be great things for your business… or they can alienate customers, especially web-savvy Millennials, through bad netiquette, boring content, and poorly-thought-out CTAs. Let’s talk about what marketers are doing wrong, and how youcan reach out to the young adult demographic with a social media campaign that won’t send them running for the hills.
Brands Are Boring
That’s the jist of it: most of the brands that are currently engaging in social media campaigns are doing a whole lot of talking without saying anything of interest. Focusing on creating brand impressions instead of delivering useful information or strong calls to action, businesses are largely failing to access the full potential of social networking. This is especially true among Millennials, who make up the biggest user base of Facebook, Twitter, and just about any other platform you might use for social activities. Largely, the cause seems to be an overemphasis on gaining followers and doing something to drive a social media campaign, which results in too many irrelevant posts and a sense of desperation. According to AdAge, brands haven’t fully grasped the concept that social media is driven by consumers, notbusinesses. Essentially, you can optimize and push content all you want, but your rely fully on consumers to circulate that information beyond your own page. To make the most out of your social media campaign and generate those shares and likes, and to really engage with the demographic who uses social media the most, there are a few techniques that might be of help. Here we go.
Ask Yourself If Your Content Is Worth Sharing
In a social media twist on the saying, “If you don’t have anything good to say, don’t say anything,” ask yourself if your content is really necessary. Forbes phrases this question as, “What’s worth amplifying?” That means asking yourself questions about historical performance of certain types of content (ie, what gets the most likes and comments), whether or not your content contains unique or special knowledge, and how recently you’ve posted similar content.
Clickz recently reportedthat 80% of Millennials surveyed by Edelman Berland and 8095 Live said that they “want brands to entertain them.” It’s a pretty vague request, but that means that it can cover a lot of ground. Interesting photos, videos, and behind-the-scenes company anecdotes can all serve in lieu of your CEO doing a song and dance over webcam.
Don’t Post for the Sake of Posting
In a sort of continuation of the tip about amplification, don’t make social media posts with the intention of “creating buzz.” Every piece of content, every post, and every comment should fulfill a specific purpose. Making an editorial calendar is a great way to stay on top of this – you’ll have an advance plan for your social media strategy that will give you the time to really think over what kind of image you want to create for your brand.
Make an Offer
Millennials are well-known at this point for always wanting to save a buck with a good deal(not surprising given the job prospects for recent college grads!). Give out a coupon code to your fans and followers every once in a while, hold a contest with a reward from your business, or provide exclusive information about sales and promotions through social media.
A frequent problem with social media campaigns is that they quickly sink into the dark depths of a salesy ocean. A good social media strategy will have your business straddling the line between brand and group of people doing cool things. Reacting in real-time to pop culture events, posting about the real people who work for your business, and getting involved in conversations with brand fans are three great ways to make your brand seem more authentic and less smarmy. How is your business engaging with Millennials through social media?
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