Use Culturally Relevant Moments to Your Advantage Whether it’s the Barbz (“ Um, chile, anyways, so.”) or the Hov-avengers (“ Take the 500K.”), it’s easier for these communities to digest brand messaging when it is spoken in their language. She learns the jargon of stan communities to target them directly. Had the words come from any other account, it probably would have fallen flat.” Mercedes’ strategy is to take a community-first approach to engage the brand’s followers and communities at eye-level.
But the words themselves, "Take the 500 K" with no context coming from our brand account, it definitely makes followers feel like we’re listening and that we are paying attention. Mercedes explained the brand rationale, “There's the obvious brand association with Jay-Z that played a factor in the success of this tweet. A single tweet from Tidal’s Twitter account humorously ended the debate and had the internet talking. The best ways to exemplify this alignment are to understand the style of vernacular these online community members use and find a way to add your authentic voice to the topics that have them talking.įor example, the seemingly age-old conversation amongst music lovers and Jay-Z fans online has been whether it is more valuable to receive half a million dollars or have a dinner conversation with the hip hop artist and business mogul. This call-to-action which leveraged the platform's native features resulted in a highly engaging post that garnered over 1M views and 77K likes.”Ĭonsumers stay loyal to brands that share their purpose and interests. When Megan Thee Stallion dropped her viral hit track 'Body,' instead of doing the standard awareness post informing users they can now stream the song in-app, we prompted our TikTok followers to duet a clip of her music video with a video of themselves dancing along to the new track. “On TikTok for instance, UGC capabilities stretch far and wide with the duet feature. Brands should consider leveraging the local capabilities of each channel to boost engagement in as authentic as possible. As a result, the way your message is received will vary across all platforms. Although there will be some crossover, your audience on Twitter is not identical to your audience on TikTok. Mercedes also suggests that instead of cross-distributing content, brands should consider localizing everything to better target and serve the audiences of each platform. How are you using each channel to educate your audience, engage them, and drive meaningful awareness for the brand?” “You shouldn't have the exact same presence across the board. “I think brands fail to realize that your purpose should slightly vary from platform to platform,” advised Mercedes.
To cultivate an impactful presence online, brands must take a two-pronged approach: first, identify the purpose for being on a social media platform, and then master the message they will consistently deliver. To meet these objectives, brands must ensure that the community managers they hire are insight-driven strategists with deep expertise in digital marketing, public relations, and communications, and have a seat at the decision-making table. When businesses invest in community management, they best position themselves to engage and nurture relationships with their audience, to obtain the feedback necessary to improve overall customer experience, and create interactions that build brand trust. While the origins of community management began as a role brands leveraged to focus on the daily maintenance of online forums, today it has evolved into a position that is much more strategic than simply churning out copy heavily directed by executives. Community Managers strike the right balance between these two worlds. Cultivating a social presence that demonstrates a brand is knowledgeable about its audience’s needs and interests requires someone on the team who can skillfully occupy two lanes - a respected influence in the boardroom, while being the company's trusted voice and ears across social platforms.
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