It seems like every brand is on social media, but not every brand is succeeding at social media. Success, of course, can be measured differently depending on which social network you’re talking about, but the ultimate goal is the generate engagement with target audience. More engagement = more consumers. The best way to do this is by integrating your brand’s marketing communications across also social platforms.
There are many brands that are utilizing social media the right ways, but three brands have recently stood out to me and here’s why:
Known as one of the most successful American designers of our time, Michael Kors’ classic designs have grown from womenswear and menswear to include accessories, such as handbags, watches and jewelry, perfumes, footwear, and much more. Beyond the brand’s success in the fashion industry, Michael Kors, has established itself as a brand to watch on social networks. Whether looking at the Facebook, Google+, Twitter, or Instagram pages, a user can see a consistent message and imagery.
Currently, this includes information about World Food Day, a cause unrelated to the brand itself but consistent with important causes the designer himself supports. The brand also takes the imagery a step further, by incorporating the #watchhungerstop hashtag across several platforms.
The Michael Kors brand also shines on Pinterest. As a visual social network, a fashion line can lend itself well not only to the imagery, but also to the core audience on Pinterest–women.
The main thing I notice when it comes to the Michael Kors social networks is the consistent “look” and “feel.” The voice is the same, and that’s so important when you think about branding. Many images/posts are translated between different social networks, yet all look consistent with the brand and obviously appear professional. Each network is driven by visuals and that’s what I find most engaging.
Another brand that is capitalizing through marketing communications on social networks is National Geographic. Since 1888, National Geographic has been inspiring us to care more about the world. I know as a kid seeing those awe-inspiring magazine covers enticed me to learn more about a story or cause. As a brand, National Geographic, has done a great job of translating their same print standards to social media. Whether a user is on its Facebook, Google+, Instagram, or Twitter pages they will see the same imagery and branding standards as have been used in the highly reputable publication for decades. Currently the brand has the same cover photo on all of its accounts. In celebration of the brand’s 125th anniversary they are giving users the opportunity to become a National Geographic photographer. How cool is that?
The brand standards also translate well to National Geographic’s YouTube channel. In fact, the featured video right now is about the channel receiving its one billionth view. Pretty impressive, but not surprising when you look at what the brand is posting. I mean who doesn’t love animal videos, right? But beyond wanting videos to go “viral” brands need to provide content that is high quality and will keep users engaged. National Geographic does this by incorporating videos from all over the world. Users can really “go” places and “see” things they might not normally be able to do through this channel. I think that’s pretty cool.
The content may be somewhat different on each of its social networks, but it all “feels” the same. As a brand this is what you need to be doing. Users want to know and love a brand. National Geographic proves it can be done, and done well.
Nike is obviously a superstar when it comes to branding in general. Three little words: “Just do it.” have defined it as a worldwide brand and continue to translate to the evolving marketplace. This obviously translates to social media, as well. Nike’s branding is consistent across all social media platforms. The “swoosh” and tagline appear on all brand social networks.
But beyond the logo and tagline, Nike does a great job of trying to connect and engage with its audience on each social network. Content is posted on a regular basis and the brand positions itself as an hub for inspirational messages and imagery, all of which are consistent across platforms. On Instagram, Nike posts are consistently close-ups of the brand’s sneakers, but also include successful athletes, many of whom the general public aspires to be like.
Along the lines of inspiration, Nike usually uses the hashtag #justdoit but also frequently uses #makeitcount, again trying to pull at the average person’s emotions of making every moment count. The inspiration theme also translates to the brand’s YouTube channel, where the featured video automatically plays, drawing the user in, and then showcases how we all can be capable of great things. See if you feel inspired, I sure do.
The brand’s YouTube channel shines because it doesn’t only highlight commercials that have been produced, it also includes playlists that feature videos for specific sports, training methods, and videos that again intend to inspire the masses. Since YouTube is the No. 2 search engine, Nike does a great job with video titles and descriptions, using many keywords but not overloading the content, to a point where it doesn’t make sense.
I’d be surprised if people weren’t inspired by Nike’s social networks. In fact, I’m off for a run! Don’t forget its’s okay to envious of other brands on social networks. Try to incorporate what others are doing to better your own brand. Which brands do you think are the most social media savvy?