Social media marketing is not a science. It is an art. And like with all art, it is all about being creative and coming up with something that will catch people’s eye and make them think and talk about your social marketing efforts, your content and, subsequently, your brand and your business.
Of course, no art can exist in vacuum and it is often said that every art contains something from all art that has preceded this. T.S. Eliot, one of the greatest literary artists of all time wrote about this in his literary criticism when he said that, ” No poet, no artist of any art, has his complete meaning alone…”, and, “what happens when a new work of art is created is something that happens simultaneously to all the works of art which preceded it.”
Because of this, it is always a good idea to see what others have been doing as this will get your juices flowing and ensure you become a contributor to that world of social media marketing art. In order to help you, we have a few tips and ideas that might give you some inspiration and set you on the way of creating art.
The Art of Twitter
Twitter is an especially difficult social media platform for business owners and social media marketers to master due to the fact that it is so rapid-firing, concise and less-than-tolerant to mistakes.
One of the best ways to use Twitter to promote your brand is to go against the grain and do the unexpected. For instance, the famous family-dining chain Denny’s did this perfectly last April Fools’ day when they decided not to tweet another lame April Fools’ joke but to simply tweet, “Prank idea: don’t.” Everyone absolutely loved it.
Another thing to do is to be alert at all times, both on your own or with a bit of help like that you can get from TweetFavy. For instance, Arby’s saw that Pharrell’s hat at the Grammys resembled their log and they tweeted, ” Hey, @Pharrell, can we have our hat back?”
Of course, you will also want to take advantage of the fact that people love discounts and great deals. For instance, you can offer your followers Amazon promotional codes and similar deals if they share your content or come up with great content of their own that has to do with you.
The Art of Facebook
Facebook is still the most popular social network in the world and if you want to stay on top of your social media marketing game, you simply have to incorporate Facebook “art” in your efforts.
One of the best ways to use Facebook for brand promotion is to create short videos about your products and/or services. With today’s amazing smartphone cameras and apps, everyone can make videos that look a lot like professionally made promotional videos. Teaser videos go a long way, hinting at something and then revealing what it is later. Another great idea is to make whole series of videos that you can use to tell a story through short vignettes that will not bore your customers.
It is also a good idea to use Facebook for customer relations. For example, Olive Garden which happens to have more than 6 million followers responds to more than 95% of questions that their customers post on their wall. You probably do not have as many followers and you can easily respond to their inquiries. This makes them feel like they are part of a community more than just followers.
You should also never be afraid of taking a swing at your competition from time to time, of course, with taste. For instance, CKE Restaurants used the fact that McDonald’s stopped selling Angus beef burgers by going on Facebook with a campaign by the name “Reclaim your Angus”. One thing to remember when doing this is that you should never be crass or aggressive.
The Art of YouTube
YouTube is and will forever be the premiere video-exchange platform and you would have to be insane not to take advantage of it. Especially now that everyone has a near-professional quality camera in their pocket and a wide range of cheap or even free video editing programs at their disposal.
One of the most popular types of YouTube commercial videos are those that take the viewers behind the scenes. For example, if you happen to manufacture something, let people have a peek behind the curtain, so to say. Invite them to see how you make things. Let them know how much you care about quality.
Another way in which you can utilize YouTube is to have people share their personal experiences with your brand through video. Entice them with discounts and exposure and they will rush to send you videos where they talk about your brand. Later, you can make a compilation video or something. Do not be afraid to go “soppy” and emotional with these.
Closing Word (for now)
This article was supposed to cover a few more social networks that social media marketers and business owners can use to spread the word about their clients’ or their own businesses and brands. As it turns out, this would take too much space (and readers’ time) so we will leave it at the three social media channels we wrote about here. Perhaps we’ll continue our story some other time.