One of the approaches that is often used to enhance any kind of strategy in the business world is to look at best practices. To some, identifying best practices means instantly looking at what large companies are doing and attempt to use them as a model or a template. We all know that “bigger” does not necessarily mean “better” when it comes to business practices. Case in point: top brands using Facebook.
Using the “2011 Ranking of the Top 100 Brands” list by Interbrand, I decided to look at how the following top 10 brands are using the leading social network and see what can be learned by aspiring social media marketers, for better or for worst.
1. If Your Brand Is Strong, You Really Do Not Need To Join The Conversation On The Page.
According to the AT Kearney’s Social Media Study, of the Interbrand’s top 50 ranked brands that have a Facebook Page, it was found that 27 companies did not respond to a single customer comment on Facebook. This reality is quite ironic since some social media experts preach the importance of “joining the conversation” and to reply to audience members. Although it would be fair to assume that the notion of “audience engagement” is not needed at all times; however, it would be wise to reply to some comments to demonstrate some signs of engagement. It can be assumed that some strong brands with well known identities can afford not to exchange comments and yet still have the ability to have a high level of activity on their Facebook page.
2. Brand Affinity is Key To Building An Audience
Obtaining a critical mass of fans on Facebook is the preoccupation of every social media marketer. Many brands turn to contests to build their audience; however, the top brands may rely on the affinity that consumers have for a specific product or services. Brand affinity leads to an aspect of brand loyalty to a point that portions of a target market wants everything to do with the brand including becoming a fan on Facebook and obtain a follow on Twitter.
Brands that do not have that ability to bond with their target market must formulate and execute a strategy to prompt “Likes” and at the same time, provide a reason to visit the page frequently.
3. Monitoring Activity On The Page Is Important
If some brands are not going to join the conversation on their Facebook page, they could at least monitor what is posted on their Facebook page’s wall by fans. (If not, the page can be considered as a glorified electronic bulletin board. Figure 1 is a post that was place on the Microsoft wall. The post is rather lengthy and total irrelevant.
The individual who submitted this post has repeatedly made similar comments in the past that has remained on the wall for weeks. One would think that someone at Microsoft would be proactive and delete such posts and furthermore ban the individual. Any unflattering comments that are left on the wall can reflect poorly on a brand.
4. Regular Posts Are Not Needed
One would think that top brands would have enough content to post regularly to engage their target audience on a regular basis. The McDonald’s Facebook Page tells a different story.
In the time period of September 2011 to February 2012, McDonald’s only posted eight times on their wall. For the eight posts, the brand was able to generate an average of 1000 comments.
Again, brands that are not strong enough should not attempt to model themselves based on the posting frequency that McDonald’s follows.
Want To Know More?
Please read our past posts:
- Burberry: A Lesson In Brand Affinity and Content Strategy
- How Well Are NFL Teams Engaging On Social Media?
- Best Practices: Engaging and Executing For Branding Telus
Intelegia is a boutique consulting firm in Montreal, Canada that understands the need to be innovative and strategic in a business landscape that’s evolving at an incredible pace. The firm delivers social media strategies to efficiently engage with stakeholders in economic development, business to business and business to consumer segments. It assists clients by defining and executing sustainable social web strategies that will allow their brand message to stand out in a competitive environment where target audience engagement is a must.
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