A few weeks ago, I published a blog post about the importance of storytelling in content marketing and social media. Today I’m following it up with a discussion about making your brand voice count, rather than simply contributing to the noise.
When it comes to social media, brands aren’t just competing with other brands for attention; they’re competing with all the other users in the network, too. How does one stand out amongst the deafening social chatter? In short, make your posts purposeful as they relate to your strategy, and valuable as they relate to your fans. For every pin, post and tweet you create, step back and think, “Will this provide value to my audience and effectively support my brand story?”
Wondering what it looks like when a brand does this well? So glad you asked! Here are a few examples of brands that nail the “making your voice count” piece of social media and content marketing:
Check out the Old Spice Twitter account and you’ll find an example of a brand that’s doing it right. Rather than fill up their page with sales pitches, Old Spice gives their audience exactly what they want to consume andshare, in a clear, consistent voice.
Old Spice realized early on that social media is much more than just marketing a product, it’s about building brand recognition. By providing followers with humorous content they care about, Old Spice has been able to build a following of over 220,000 users who are actively engaging with and sharing their content.
I didn’t pay much attention to Groupon’s social media pages until recently when Groupon’s clever responses to comments on a Facebook post about a banana container (a product sold on their site) went viral. Groupon demonstrated a sense of humor and a willingness to push the envelope, without going overboard, that I haven’t seen in a long time. After investigating their social media presence further, I was pleased to find that the banana post wasn’t just a “one-hit wonder” for the deal site.
Groupon is in the business of promoting offers featured on their site, but they do so in a way that’s fun, humorous and helpful. Scroll through their Facebook page and you’ll find that their clever captions and casual tone turn otherwise promotional posts into content that’s fun to read and share.
Yes, they’re still selling products and services, but they don’t want to bore their audience to tears when doing so. By adapting this upbeat tone and sassy style, Groupon has earned a following of over 12 million Facebook fans.
The people behind Jet Blue are experts when it comes to incorporating bits of humor and lighthearted content into the brand’s social media presence. Scroll through the Jet Blue Twitter page and you’ll find behind-the-scenes videos, user-generated content, updates related to trending topics, and a few brand- or industry-related jokes sprinkled throughout. Their voice is clearly defined, yet dynamic, and they adjust their tone depending on the information being communicated.
What impresses me the most about Jet Blue is that they have over 1.92 million followers on Twitter, and they still manage to respond to complaints and kudos. When addressing concerns from cranky customers, Jet Blue responds using a respectful, helpful tone. But when replying to a positive mention about their brand, they take a personal, relaxed approach.
The last thing you’ll ever see from Jet Blue is a canned tweet like, “Thanks for your business!” which is what sets them apart from other brands. Acknowledging your customers is one thing, but making them feel special is another. And if you can make them laugh—like, really laugh? Yeehaw, you’ve discovered the Holy Grail of social media marketing!