How many times in life are we urged to learn from others’ mistakes? Following other people’s advice is often easier said than done, especially when you’re pretty sure you know what you’re doing. But if you take just one piece of wisdom from this month’s Business Impact Workshop, let it be this one: Social media platforms are not interchangeable.
Greg Forsythe, the senior director of innovation and brand strategy at Deka Lash, has seen brands mess this up time and time again: They write up social media copy and then distribute it as-is on every possible platform.
“I see a lot of businesses make that mistake. They look at all as ‘social,’ they label it as ‘social’ -- they say, ‘I’m going to put this offer on Facebook, Twitter, Instagram,’” he told us. “That’s the worst mistake they could make.”
Why? Well, there are a few reasons. First and foremost: It’s lazy. And customers can sense that! Consumers, especially millennials and Gen Z, are constantly navigating different social channels. They instantly notice posts that they’ve already seen before.
Think of it this way: Most individual people take the time to customize their captions for each platform. Their caption on a Facebook photo is often completely different than the one they use on Instagram. If they can spend that extra few minutes, why can’t you?
Growing a follower base is important, but maintaining those followers is even more critical. Each and every customer has the option to unfollow or mute you at any time. The best way to avoid that is to carefully curate content, ultimately producing posts that effectively remind customers why they love your product.
Facebook -- This is the most popular platform for customer service, especially among older consumers, who are less likely to be on Twitter and Instagram. Users can publicly comment or privately message their questions. Ideally, your team will respond to those queries in a timely fashion. If you’re looking to get creative, Facebook is a great place to share more personal human-to-human moments with customers -- if you have a great photo and a meaningful story to go with it, that’s a Facebook win.
Twitter -- Among the younger demographic, it’s more popular than Facebook for customer service. It’s also a much more playful, casual vibe. You might’ve noticed that many well-established brands have developed their own comedic voices on Twitter -- Denny’s, Burger King and Netflix are good examples of this. If you have an employee who’s particularly quick-witted and funny, Twitter is a good place to put their mind to use.
Instagram -- Perfect for visual representations of your brand and products. Get creative! The app has expanded to include all sorts of fun features, from live-streaming to IGTV. You can post carefully-edited or totally candid videos. And, of course, it’s the best possible platform for showing off visually appealing products.
Yelp -- Good tool for building local interest. It can be frustrating when customers detail negative experiences with your company, but Yelp allows you to directly respond, addressing their concerns however you see fit. This reassures potential customers that you’re aware of complaints and work hard to rectify any issues.
The Deka Lash team has gone above and beyond developing their social media pages, and it’s made a real impact. Their customers are highly engaged and -- most importantly! -- keep coming back for more.
To see how modern retailers use brand advocates to widen their client-base, watch episode three of our Business Impact Workshop with Dekalash.