The Voice Judge, Jessie J, tweeted her 6.5m followers on Wednesday saying: ‘A lot of people often ask me what face cream I use.
‘I have used Dior Rehydrating Mask everyday for 3 years! It’s one of the few products I couldn’t live without.’
Following the post, her army of fans were so desperate to copy her look, that stocks of the luxury beauty product sold out in minutes.
While many celebrities act as ambassadors for beauty brands like Dior, Jessie J isn’t affiliated with the brand in any way. The fact that one tweet from a celebrity can influence sales in such a powerful way shows how influential social media is today. Brands are really missing out if they don’t understand their social media channels and putting an intern in charge of Facebook or Twitter simply because they use it regularly isn’t the right way to interact with brand audiences.
Social media should be utilized and understood from the point of view of the consumer. It should represent the brand. Tone of voice and fluidity are two of the most important aspects of social media in addition to providing great customer service. If you put an intern in charge of a national clients Facebook page, is the intern really equipped to answer complex issues customers may have? Can they problem solve while also representing the brand in the best light possible? If the answer is yes, then you are quids ahead!
Most businesses venture into social media expecting customers to come on their droves having suddenly ‘liked’ their page. This is not how social media works. You will only get out of social media what you invest into it. Big brands with huge communities of followers are investing both their time and marketing budget in Facebook, Twitter, Google, Pinterest, Foursquare and blogging platforms like Tumblr and WordPress. With social media, you get to decide how you want to position your company and what you want people to know about what you do. With consistent effort and great content, you can build a reputation for your brand around your company’s values, benefits, and advantages, which is why content calendars should be at the forefront of any brand manager’s mind. Content calendars allow social media executives to map interaction with customers through social media for any specific length of time. Yes, it might take a couple of hours to write a content plan, but think of all the hours that will be freed up down the line and no surprises from your brands point of view.
Yes, it’s great to gift celebrities with product and see them tweet or post on Facebook, but that won’t happen every day. Research into your demographics on Facebook and Twitter is key to building followers. Every business page on Facebook has Facebook Insights.
What are Insights? Well, they provide developers and Page owners with metrics about their content. By understanding and analyzing trends about usage and demographics as well as consumption and creation of content, you can be better equipped to improve your business and create better experiences on Facebook.
In just a few years, Facebook, Twitter and other social media have changed the way we communicate about everything from the brands we like (or dislike) to the way we shop and how we manage projects. With the technology still maturing, social media is a powerful tool for connecting with customers because the cost of reach is low and the number of people it reaches is potentially very high.